Motivi korištenja i kriteriji odabira pametnih telefona

master's thesis

• Title (english): Usage motives and choice criteria in smartphone selection
• Author: Filip Deucht
• Mentor: Sunčana Piri Rajh (mentor); MBZ: 246604
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Committee member: Sandra Horvat (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 koji sve motivi potiču potrošače na korištenje pametnog telefona te kojim se oni točno kriterijima vode i služe prilikom izbora istoga. Današnji život je postao nezamisliv bez pametnog telefona. Unazad nekoliko godina ta kategorija proizvoda je doživjela izniman rast i razvoj te se i dalje u nju ulažu veliki iznosi kako bi se održao konstantan napredak koji će potrošačima stalno ponuditi nešto novo. Pametni telefon je postao sredstvo kojim potrošači mogu obavljati gotovo sve – pomoću njega oni mogu komunicirati s bližnjima, provjeravati informacije u stvarnom vremenu, obavljati posao, zabavljati se te još mnogo toga drugog. Ovaj rad nastoji pobliže objasniti teorijski koncept motiva i motivacije kao i cjelokupni proces odlučivanja o kupnji kroz koji potrošač prolazi te ga se povezuje s kategorijom pametnih telefona. Motivi kao uzroci ljudskog ponašanja imaju ulogu u svakoj potrošačevoj aktivnosti stoga se u ovom radu nastoji analizirati što sve potiče potrošače na korištenje pametnog telefona te koji su to motivi koji imaju jači utjecaj od drugih. Osim toga, s obzirom na velik broj kriterija izbora u ovoj kategoriji, u ovom se radu teorijski, a zatim i u istraživanju, proučavaju oni kriteriji koji su najčešći odnosno koje većina potrošača uzima u obzir. Kako bi se što bolje ispitali teorijski koncepti te kako bi se dobila realna mišljenja potrošača, provedeno je istraživanje na određenoj skupini ispitanika putem anketnog upitnika koji se sastojao od dihotomnih pitanja, pitanja višestrukog odgovora te tvrdnji. S obzirom da nijedan potrošač nije isti, ovim radom se nastoji dobiti uvid koji su to najčešći motivi korištenja te kriteriji odabira koji vežu većinu potrošača odnosno s kojima se većina može složiti kad je u pitanju odabir pametnog telefona kao kategorije proizvoda.

Abstract (english)

The aim of this thesis is to research which motives encourage the consumer to use the smartphone and what exactly choice criteria are important to them when choosing a smartphone. Today's life has become unthinkable without a smartphone. Over the last few years, this product category has experienced tremendous growth and development and continues to invest heavily to maintain constant progress that will continually offer consumers something new. The smartphone has become a means by which consumers can do just about anything - with it they can interact with their loved ones, check real-time information, do business, have fun, and more. This thesis seeks to explain more closely the theoretical framework of motives and motivations as well as the overall decision-making process of the purchase a consumer goes through and relates it to the category of smartphones. Motives, as a cause of human behavior, play a role in every consumer action, so this thesis seeks to analyze what drives consumers to use a smartphone and which motives have a stronger impact. In addition, given the large number of choice criteria in this category, this thesis examines, in theory and then in research, those criteria that are most common, or considered by most consumers. In order to better examine the theoretical frameworks and to obtain realistic consumer opinions, a survey was conducted on a specific group of respondents through a questionnaire consisting of dichotomous questions, multiple-choice questions, and specific mesurement scales. Given that no two consumers are the same, this paper seeks to gain insight into what are the most common motives for use and the choice criteria that bind most consumers, or with which most can agree when it comes to selection of smartphones.

• Keywords: Motivi korištenja; kriteriji odabira; pametni telefoni; potrošači
• Keywords (english): Usage motives; choice criteria; smartphones; consumers
• Language: croatian
• URN:NBN: urn:nbn:hr:148:520062
• Study programme: Title: Business Economics; specializations in: Finance, Accounting, Marketing, Organization and management, Trade, Tourism, Analysis and Business planning, Business informatics; Course: Marketing; Study programme type: university; Study level: graduate; Academic / professional title: diplomirani/a ekonomist/ekonomistica (diplomirani/a ekonomist/ekonomistica)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2019-09-27 12:40:10