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master's thesis
MARKETING LUKSUZNIH PROIZVODA
Diplomski rad
2022. urn:nbn:hr:145:399233
Orkić, Marijana
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Orkić, M. (2022). MARKETING LUKSUZNIH PROIZVODA : 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:145:399233

Orkić, Marijana. "MARKETING LUKSUZNIH PROIZVODA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:399233

Orkić, Marijana. "MARKETING LUKSUZNIH PROIZVODA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:399233

Orkić, M. (2022). 'MARKETING LUKSUZNIH PROIZVODA : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 31 March 2025, https://urn.nsk.hr/urn:nbn:hr:145:399233

Orkić M. MARKETING LUKSUZNIH PROIZVODA : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2025 March 31] Available at: https://urn.nsk.hr/urn:nbn:hr:145:399233

M. Orkić, "MARKETING LUKSUZNIH PROIZVODA : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:145:399233

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Metadata
TitleMARKETING LUKSUZNIH PROIZVODA : Diplomski rad
Title (english)LUXURY PRODUCT MARKETING : Graduate paper
AuthorMarijana Orkić
MentorIvan Kelić (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
Committee memberIvan Kelić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2022-09-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Industrija luksuznih proizvoda uključuje brojne i raznolike kategorije proizvoda poput dizajnerske odjeće, vina, šampanjaca i žestokih alkoholnih pića, luksuznog nakita, satova i dodataka, luksuznih elektroničkih naprava, luksuzne dekorativne kozmetike i osobnih automobila i dr. U radu je analiziran dio industrije vezan za tekstilnu odjeću, torbe, parfeme, nakit i slično. Marketing za luksuzne proizvode zahtijeva drugačiji pristup od marketinga „standardnih“ proizvoda. Razlog dakako leži u... More tome da kupci kupuju luksuz za različite svrhe. Neki od njih to rade iz vlastitog interesa. Dok drugi to rade kako bi pokazali status u društvu. Takav splet motiva može podijeliti potrošače na različite segmente. Na temelju tih saznanja kreiraju se i različite marketing strategije, cilja se na određenu skupinu prema kojoj se cijene i promocija formiraju. Svaka osoba percipira luksuzni proizvod na svoj način, a na njihovu percepciju mogu utjecati i marketinški stručnjaci pomoću metoda neuromarketinga koji je opisan u radu. Također, kako bi se dobio uvid u percepciju potrošača o luksuznim proizvodima, rad sadržava i primarno istraživanje, odnosno online anonimni upitnik koji je ispunjen od strane 206 ispitanika koji su podijeljeni na Z generaciju i milenijalce. Na taj način se analizira percepcija luksuznih proizvoda, tendencija kupovine luksuznih proizvoda i koje značajke utječu na njihovu kupovinu i na kraju, na temelju tih saznanja formiraju različite marketing strategije. Less
Abstract (english)
The industry of luxury products includes numerous and diverse product categories such as designer clothing, wine, champagne and spirits, luxury jewelry, watches and accessories, luxury electronic devices, luxury decorative cosmetics, and passenger cars, etc. This paper analyzes the part of the industry related to clothes, purses, perfumes, jewelry and the like. Marketing luxury products requires a different approach than marketing "standard" products. The reason for it, of course, lies in... More the fact that customers buy luxuries for different purposes. Some of them do it out of their own interest, while others do it to show off their social status. Therefore, those motives divide consumers into different categories. Based on this knowledge, different marketing strategies are created that target a specific group with prices and promotions according to their wants. Each person perceives luxury products in their own way, and that perception can be influenced by marketing experts using the neuromarketing methods described in the paper. Also, in order to gain a better insight into the consumer's perception of luxury products, the paper also contains a research, namely an online anonymous questionnaire that was filled out by 206 respondents. who were divided into Generation Z and Millennials. The research analyses how they perceive luxury products, their different tendencies towards buying luxury products, which features influence their purchase and finally, based on this knowledge, how different marketing strategies are formed. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:399233
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 on2023-05-18 10:08:18
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