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master's thesis
Analiza čimbenika utjecaja na ponašanje potrošača na tržištu krajnje potrošnje
2018. urn:nbn:hr:145:016285
Bogovac, Dejan
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Bogovac, D. (2018). Analiza čimbenika utjecaja na ponašanje potrošača na tržištu krajnje potrošnje (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:016285

Bogovac, Dejan. "Analiza čimbenika utjecaja na ponašanje potrošača na tržištu krajnje potrošnje." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:016285

Bogovac, Dejan. "Analiza čimbenika utjecaja na ponašanje potrošača na tržištu krajnje potrošnje." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:016285

Bogovac, D. (2018). 'Analiza čimbenika utjecaja na ponašanje potrošača na tržištu krajnje potrošnje', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 03 April 2025, https://urn.nsk.hr/urn:nbn:hr:145:016285

Bogovac D. Analiza čimbenika utjecaja na ponašanje potrošača na tržištu krajnje potrošnje [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2018 [cited 2025 April 03] Available at: https://urn.nsk.hr/urn:nbn:hr:145:016285

D. Bogovac, "Analiza čimbenika utjecaja na ponašanje potrošača na tržištu krajnje potrošnje", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:145:016285

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Metadata
TitleAnaliza čimbenika utjecaja na ponašanje potrošača na tržištu krajnje potrošnje
Title (english)Analyses of factors influencing customer behavior in the end-consumer market
AuthorDejan Bogovac
MentorDrago Ružić (mentor)
Committee memberDrago Ružić (predsjednik povjerenstva)
Committee memberDražen Ćućić (član povjerenstva)
Committee memberJerko Glavaš (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2018-09-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ovaj diplomski rad služi kao analitički prikaz čimbenika koji utječu na ponašanje krajnjih potrošača. Prije no što marketinški stručnjaci krenu u razvoj svojih marketinških planova valja im dobro proučiti tržišta krajnje potrošnje i ponašanje potrošača. Poduzeća trebaju istražiti tko čini tržište (stanari), što tržište kupuje (stvari), zašto tržište kupuje (ciljevi), tko sudjeluje u kupnji (organizacije), kako tržište kupuje (operacije), kada tržište kupuje (okolnosti) i gdje tržište ... More kupuje (trgovine). Ponašanje potrošača nalazi se pod utjecajem četiri ključna čimbenika, a to su: kulturni čimbenici (kultura, supkultura, društveni sloj), društveni čimbenici (referentne grupe, obitelj, uloge i statusi), osobni čimbenici (dob potrošača, faza životnog ciklusa, zanimanje, ekonomske okolnosti, životni stil potrošača, osobnost i slika o samome sebi) i psihološki čimbenici (motivacija, percepcija, učenje, uvjerenja i stavovi). Ako žele razumjeti način na koji potrošači donose odluke marketeri trebaju prepoznati tko donosi odluku o kupnji i tko ili što sve može imati utjecaja na nju. U radu se analizira tipični proces kupnje koji se sastoji od sljedećih faza: prepoznavanje problema, potraga za informacijama, procjena alternativa, donošenje odluke o kupnji te ponašanje nakon kupnje. Posao odgovornog marketinškog stručnjaka je da razumije ponašanje kupca u svakoj od faza, pri čemu treba obratiti pažnju da stavovi drugih osoba, nepredvidivi situacijski čimbenici i percipirani rizik također imaju udio u konačnom donošenju odluke o kupnji. Na isto imaju utjecaja i razina zadovoljstva koju potrošač osjeća nakon kupnje te način korištenja i odlaganja proizvoda te korake koje poduzimaju poduzeća kako bi osigurali maksimum zadovoljstva, uspostavu lojalnosti potrošača te ponavljanje kupnje. Less
Abstract (english)
This thesis serves as an analytical overview of factors which affect end-consumer behavior. Before marketing experts engage in the development of their marketing plans they should thoroughly analyze consumer markets and consumer behavior first. Companies must make their research on who makes their market (occupants), what does the market buy (objects), why does the market buy (objectives), who participates in buying (organizations), how does the market buy (operations), when does the... More market buy (occasions), where does the market buy (outlets). Consumer behavior is influenced by four key factors: cultural factors (culture, subculture, social class), social factors (reference groups, family, social roles and statuses), personal factors (age, strange in the life cycle, occupation, economic circumstances, lifestyle, personality, selfconcept) and psychological factors (motivation, perception, learning, convictions and principles). If wanting to understand the ways in which consumers make decisions, marketing experts should identify who makes the buying decision and who or what has any input into it. The thesis analyses the typical buying process which consists of the following stages: problem recognition, information search, evaluation of alternatives, purchase decision and postpurchase behavior. The task of a responsible marketeer is is to understand customer behavior at each stage. However, it must also be taken into consideration that the attitudes of others, unanticipated situational factors and perceived risk also may have an effect in the final purchasing decision. The same can be said for the level of postpurchase satisfaction, the use and disposal and the actions which the companies take to ensure maximum consumer satisfaction, the establishing of loyalty and repeated purchase. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:016285
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2019-01-18 13:02:56
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