prikaz prve stranice dokumenta Utjecaj osobnih čimbenika na ponašanje potrošača
  Download
PDF 1.09 MB
master's thesis
Utjecaj osobnih čimbenika na ponašanje potrošača
Diplomski rad
2021. urn:nbn:hr:145:021644
Pintar, Michaela
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Pintar, M. (2021). Utjecaj osobnih čimbenika na ponašanje potrošača : Diplomski rad (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:145:021644

Pintar, Michaela. "Utjecaj osobnih čimbenika na ponašanje potrošača : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:021644

Pintar, Michaela. "Utjecaj osobnih čimbenika na ponašanje potrošača : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:021644

Pintar, M. (2021). 'Utjecaj osobnih čimbenika na ponašanje potrošača : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 12 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:021644

Pintar M. Utjecaj osobnih čimbenika na ponašanje potrošača : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2021 [cited 2024 November 12] Available at: https://urn.nsk.hr/urn:nbn:hr:145:021644

M. Pintar, "Utjecaj osobnih čimbenika na ponašanje potrošača : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:145:021644

Please login to the repository to save this object to your list.
Metadata
TitleUtjecaj osobnih čimbenika na ponašanje potrošača : Diplomski rad
Title (english)The influence of personal factors on consumer behavior : Graduate paper
AuthorMichaela Pintar
MentorDrago Ružić (mentor)
Committee memberIvan Kelić (predsjednik povjerenstva)
Committee memberDavorin Turkalj (član povjerenstva)
Committee memberDrago Ružić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2021-09-14, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U ovom radu predstavljeni su osobni čimbenici koji utječu na ponašanje potrošača. U radu su predstavljeni čimbenici koji utječu na donošenje odluke o kupovini i temelje se na psihologiji potrošača. Utjecaj osobnih čimbenika na ponašanje potrošača nalazi se i u online kupovnim aktivnostima potrošača. Osobni čimbenici koji utječu na ponašanje potrošača obrađeni u ovom radu su: motivacija, stavovi, percepcija i osobine ličnosti. Nadalje, s obzirom na razvoj online trgovine dovode se novi osobni čimbenici u istraživanje i razmatranje: percepcija cijene, online recenzije, objave na društvenim mrežama i pozitivna potkrepljenja (nagrade). Marketinška komunikacija mora poduprijeti želje i potrebe potrošača te na temelju toga stvoriti marketinške aktivnosti kojima na kraju daje vrijednost potrošaču. Ponašanje potrošača je neistraženo i duboko područje koje se mijenja ovisno o dohotku potrošača, dobi, životnom stilu, navikama, zanimanju i tako dalje. Osim što ponašanje potrošača ovisi o njima samima, ponašanje potrošača ogleda se i u marki proizvoda. Ponašanje potrošača ovisno je i o promotivnim aktivnostima, segmentiranju tržišta i životnom ciklusu proizvoda. Svaka faza životnog ciklusa proizvoda ovisna je o potrošačima i vice versa. Na kraju rada nalaze se dva istraživanja koja dublje razrađuju tematiku ovog rada i stvaraju nove pretpostavke. Istraživanje obuhvaća analizu potrošačkih navika prije i za vrijeme pandemije te uspoređuje kupovne navike u fizičko prodavaonici i online kupovne navike.
Abstract (english)
In this paper are presented personal characteristics that have influence on consumer behaviour. Presented personal characteristics have influence od buying decision and they are based on consumer psychology. Influence of personal characteristics are also seen in online buying activities. Presented personal characteristics are: motivation, perception, personality traits and opinions (attitude). Further on developing online trading there are new developed characteristics: price perception, online reviews, social networks and rewards (positive actions for example coupons or special offers). Marketing communication needs to support consumers needs and wishes and make marketing activities which in the end has value for consumer. Consumer behaviour is unresearched and deep area which changes depending on consumers salary, age, salary, habits, job and etc. Besides all that, consumer behaviours has roots also in brand of product. Consumer behaviour is dependent on promotional activities, market segmentation and product life cycle. Every phase of products life cycle is dependent on consumer and vice versa. In the end of research you can find two presented researches in order to fulfill this thesis. Those researches are further developing thesis and making new ones. Research includes consumer habits before and after pandemic. It also compares consumers habit sin physical store and their online shopping habits.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:021644
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 conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-04-20 09:56:05