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master's thesis
UTJECAJNI ČIMBENICI NA CJENOVNU OSJETLJIVOST POTROŠAČA
Diplomski rad
2024. urn:nbn:hr:145:578865
Kranjčević, Petar
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

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Kranjčević, P. (2024). UTJECAJNI ČIMBENICI NA CJENOVNU OSJETLJIVOST 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:145:578865

Kranjčević, Petar. "UTJECAJNI ČIMBENICI NA CJENOVNU OSJETLJIVOST POTROŠAČA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:145:578865

Kranjčević, Petar. "UTJECAJNI ČIMBENICI NA CJENOVNU OSJETLJIVOST POTROŠAČA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:145:578865

Kranjčević, P. (2024). 'UTJECAJNI ČIMBENICI NA CJENOVNU OSJETLJIVOST POTROŠAČA : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 19 April 2024, https://urn.nsk.hr/urn:nbn:hr:145:578865

Kranjčević P. UTJECAJNI ČIMBENICI NA CJENOVNU OSJETLJIVOST POTROŠAČA : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2024 [cited 2024 April 19] Available at: https://urn.nsk.hr/urn:nbn:hr:145:578865

P. Kranjčević, "UTJECAJNI ČIMBENICI NA CJENOVNU OSJETLJIVOST POTROŠAČA : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:145:578865

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TitleUTJECAJNI ČIMBENICI NA CJENOVNU OSJETLJIVOST POTROŠAČA : Diplomski rad
Title (english)INFLUENCING FACTORS ON CONSUMER PRICE SENSITIVITY : Graduate paper
AuthorPetar Kranjčević
MentorJelena Franjković (mentor)
Committee memberHelena Štimac (predsjednik povjerenstva)
Committee memberJelena Franjković (član povjerenstva)
Committee memberDavor Dujak (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2024-02-15, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Organization and Management
Abstract
Rad istražuje cjenovnu osjetljivost potrošača i njezine najvažnije utjecajne čimbenike. Teži otkrivanju razine cjenovne osjetljivosti potrošača u kategorijama prehrambenih proizvoda. Pruža detaljan opis pojmova poput cijene, cjenovne elastičnosti i cjenovne osjetljivosti potrošača. Pomoću ankete saznala su se stajališta ispitanih potrošača o cijenama prehrambenih proizvoda i kako one utječu na njihovu odluku o kupovini. Istraženi su utjecajni čimbenici cjenovne osjetljivosti. Pokazalo se kako u velikom broju kategorija prehrambenih proizvoda ispitanici vjeruju u povezanost cijene i kvalitete. U pojedinim kategorijama im je važniji brand od cijene. Većina ih uspoređuje proizvode i njihove cijene te ima svoju referentnu cijenu za pojedine vrste proizvoda. Spremni su platiti višu cijenu ako vjeruju kako dobivaju kvalitetniji proizvod. Važnost cijene pri kupnji hrane razlikuje se među pojedincima i na nju utječu čimbenici poput osobnih financijskih okolnosti, prioriteta i vrijednosti. Reakcije potrošača su složene i na njih može utjecati kombinacija čimbenika. Tvrtke koje razumiju ovu dinamiku mogu prilagoditi svoje cijene i marketinške strategije kako bi se bolje uskladile s očekivanjima potrošača i zadržale njihovu lojalnost.
Abstract (english)
The paper investigates the price sensitivity of consumers and its most important influencing factors. It tends to reveal the level of price sensitivity of consumers in categories of food products. It provides a detailed description of concepts such as price, price elasticity and price sensitivity of consumers. With the help of the survey, the opinions of the surveyed consumers were found out about the prices of food products and how they influence their purchase decisions. The influencing factors of price sensitivity were investigated. It has been shown that in a large number of categories of food products, respondents believe in the connection between price and quality. In some categories, the brand is more important to them than the price. Most of them compare products and their prices and have their reference price for certain types of products. They are willing to pay a higher price if they believe they are getting a better quality product. The importance of price when purchasing food varies between individuals and is influenced by factors such as personal financial circumstances, priorities, and values. Consumer reactions are complex and can be influenced by a combination of factors. Companies that understand this dynamic can adjust their pricing and marketing strategies to better align with consumer expectations and retain customer loyalty. Consumer reactions are complex and can be influenced by a combination of factors.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:578865
Study programmeTitle: Business economy; specializations in: Trade and logistics, Management, Logistic management , Business informatics
Course: Logistic management
Study programme type: university
Study level: graduate
Academic / professional title: sveučilišni magistar / magistra ekonomije (sveučilišni magistar / magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-03-12 17:25:38