prikaz prve stranice dokumenta Utjecaj percepcije cijena na ponašanje potrošača
  Download
PDF 982.11 KB
master's thesis
Utjecaj percepcije cijena na ponašanje potrošača
Diplomski rad
2024. urn:nbn:hr:145:731430
Kolarić, Ivana
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

Cite this document

Kolarić, I. (2024). Utjecaj percepcije cijena 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:145:731430

Kolarić, Ivana. "Utjecaj percepcije cijena na ponašanje 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:145:731430

Kolarić, Ivana. "Utjecaj percepcije cijena na ponašanje 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:145:731430

Kolarić, I. (2024). 'Utjecaj percepcije cijena na ponašanje potrošača : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 19 March 2025, https://urn.nsk.hr/urn:nbn:hr:145:731430

Kolarić I. Utjecaj percepcije cijena na ponašanje potrošača : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2024 [cited 2025 March 19] Available at: https://urn.nsk.hr/urn:nbn:hr:145:731430

I. Kolarić, "Utjecaj percepcije cijena na ponašanje 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:145:731430

Please login to the repository to save this object to your list.
Metadata
TitleUtjecaj percepcije cijena na ponašanje potrošača : Diplomski rad
Title (english)Influence of price perception on consumer behaviour : Graduate paper
AuthorIvana Kolarić
MentorJelena Franjković (mentor)
Committee memberHelena Štimac (predsjednik povjerenstva)
Committee memberJelena Franjković (član povjerenstva)
Committee memberMarija Ham (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2024-07-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Percepcija cijena pojavljuje se kao istaknuta odrednica značajnog utjecaja na proces donošenja odluka o kupnji. Na spremnost plaćanja više cijene utječu obilježja potrošača vezana uz percipiranu cijenu. Uz nju se pojavljuje pojam percipirana vrijednost. Dok se percipirana cijena odnosi na potrošačevu subjektivnu procjenu i prosudbu novčanog troška vezanog za proizvode ili usluge, percipirana vrijednost odnosi se na potrošačevu procjenu ukupne vrijednosti ili koristi koje su proizašle iz... More kupljenog proizvoda ili usluge. Visoka percipirana vrijednost javlja se kada proizašle koristi kupljenog proizvoda ili usluge nadmašuju percipiranu cijenu te tada dolazi do prosudbe. Cilj ovog rada je bolje sagledati odnos percepcije cijena i ponašanja potrošača sa više aspekata, utvrditi kako potrošači tumače cijene i što pridonosi utjecaju na kupnju nekog proizvoda i usluge. Prvobitno je proveden temeljit pregled postojeće literature te se izvršilo primarno istraživanje u obliku anketiranja. Vlastitim provedenim istraživanjem ispitano je 67 ispitanika putem Google forms ankete koja je distribuirana na društvenim mrežama WhatsApp, Facebook i Instagram. Većina ispitanika priznala je važnost cijene pri odabiru pri kupnji. Međutim, istraživanje je također otkrilo da potrošači uz cijenu uzimaju u obzir i razne druge čimbenike kada ocjenjuju proizvode ili usluge. Utvrđeno je da se osjetljivost na cijene i lojalnost brendu razlikuju među potrošačima. Dok su neki potrošači pokazali veću osjetljivost na cijene, aktivno uspoređujući cijene i odlučujući se za jeftinije alternative, drugi su pokazali određenu razinu lojalnosti robnoj marki, jer su na njih manje utjecale razlike u cijenama. Less
Abstract (english)
Price perception appears as a prominent determinant of significant influence on the purchase decision-making process. The willingness to pay a higher price is influenced by consumer characteristics related to the perceived price. Along with it, the term perceived value appears. While perceived price refers to the customer's subjective evaluation and judgment of monetary cost associated with products or services, perceived value refers to the consumer's assessment of the overall value... More or benefits derived from the purchased product or service. High perceived value occurs when the resulting benefits of purchased product or service exceed the perceived cost, and then a judgment is made. The goal of this paper is to better understand the relationship between price perception and consumer behaviour from several aspects, to determine how consumers interpret prices and what contributes to the influence on the purchase of product or service. Initially, a thorough review of the existing literature was carried out and primary research was carried out in the form of a survey. The self-conducted research surveyed 67 respondents via Google forms survey that was distributed on the social networks such as WhatsApp, Facebook and Instagram. The majority of respondents acknowledged the importance of price when making a purchase decision. However, research also found that consumers consider a variety of other factors in addition to price when evaluating products or services. Price sensitivity and brand loyalty were found to vary among consumers. While some consumers showed more price sensitivity, actively comparing prices and opting for cheaper alternatives, others showed a certain level of brand loyalty, as they were less affected by price differences. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:731430
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 on2025-01-24 09:06:52
accessibility

closeAccessibilityrefresh

If you wish to permanently save changes, click on Save, if not - your settings will be reset when you restart the browser.