Percepcija potrošača o njihovoj ulozi u međuosobnoj komunikaciji u kategoriji modnih odjevnih proizvoda

master's thesis

• Title (english): Consumers Perception on Their Role in Interpersonal Communication in the Category of Fashion Apparel Products
• Author: Veronika Brnabić
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2019-09-27, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Cilj rada je istražiti percepciju potrošača o njihovoj ulozi u međuosobnoj komunikaciji u kategoriji modnih odjevnih proizvoda, odnosno utvrditi koliko se potrošači percipiraju liderima mišljenja, a koliko se percipiraju tražiteljima mišljenja u kategoriji modnih odjevnih proizvoda. Percepcija potrošača o njihovoj ulozi u međuosobnoj komunikaciji važna je za razumijevanje kupovnog ponašanja potrošača i za djelovanje te usmjeravanje marketinških napora poduzeća prema pojedincima koji će utjecati na povećanje njihove prodaje i profita. U istraživačkom dijelu korišten je anketni upitnik u funkciji mjernog instrumenta, a pitanjima je ispitana percepcija ispitanika u tri kategorije: liderstvo mišljenja, traženje mišljenja i subjektivna skala znanja. Unatoč predviđanjima, ispitanici se ne smatraju tražiteljima mišljenja, a iako smatraju kako znaju dovoljno o modi da sami donose odluke o kupnji, ne percipiraju se niti liderima mišljenja. Dobiveni rezultati smatraju se indikativnima, a mogu poslužiti kao okvirne smjernice poduzećima i pojedincima u području modne industrije.

Abstract (english)

With the aim of this thesis to investigate consumers perception of their role in interpersonal communication in the fashion apparel category, an attempt was made to investigate and determine to what extent consumers consider themselves opinion leaders and to what extent consumers perceive themselves to be opinion seekers in the fashion apparel category. Perception of consumers about their role in interpersonal communication is important for understanding consumer buying behavior and for focusing marketing efforts toward individuals that will affect sales and profit increase of fashion-oriented companies and brands. A questionnaire was used as a measuring instrument in the research part of this thesis, and the questions were testing respondents perception in three categories: opinion leadership, opinion seeking, and subjective knowledge scale. Despite the predictions, respondents do not consider themselves opinion seekers, and although they consider themselves to be able to make their own decisions and are knowledgeable about fashion, they do not consider themselves opinion leaders either. The results obtained are considered indicative and may serve as guidelines to companies and individuals in the fashion apparel industry.

• Keywords: percepcija potrošača; međuosobna komunikacija; lideri mišljenja; tražitelji mišljenja; modni odjevni proizvodi
• Keywords (english): consumers perception; interpersonal communication; opinion leaders; opinion seekers; fashion apparel products
• Language: croatian
• URN:NBN: urn:nbn:hr:148:625442
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2019-09-27 10:51:38