Analiza promjena potrošačkog ponašanja i osobne potrošnje u uvjetima globalne krize

master's thesis

• Title (english): Analysis of changes in consumer behavior and personal consumption in period of global crisis
• Author: Katarina Štrk
• Mentor: Marijana Ivanov (mentor)
• Committee member: Dajana Barbić (predsjednik povjerenstva)
• Committee member: Gordana Kordić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Finance); Zagreb
• Defense date and country: 2021-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Finance

Abstract

Osobna potrošnja naziv je za potrošnju proizvoda i usluga koji služe za podmirivanje životnih potreba članova kućanstva te čini više od polovice bruto domaćeg proizvoda razvijenih zemalja. Ponašanje potrošača pod utjecajem je brojnih internih i eksternih faktora koji u konačnici utječu na kupovne odluke i kretanje udjela osobne potrošnje u BDP-u. U kriznim vremenima, potrošač je sklon promjeni svojih navika kako bi zadovoljio temeljne životne potrebe i tako preživio krizni period, stoga je cilj ovog istraživanja stvoriti sliku o tipovima potrošača tijekom pojedine krize te usporediti razlike u njihovom ponašanju. Metode koje se pritom koriste su metoda analize, metoda komparacije, induktivna i deduktivna metoda. Svrha istraživanja jest analizirati promjene koje su nastale u potrošačkom ponašanju te ustanoviti razlike tijekom dva različita tipa krize s aspekta promjena osobne potrošnje. Analiza je pokazala da je potrošač suočen s Velikom financijskom krizom 2008. godine postao štedljiv, racionalan, provodio je više vremena informirajući se prije kupnje, pokušavao je biti bolja verzija sebe i potaknuti druge na isto. Potrošnja se već u počecima krize drastično smanjila u svim komponentama. Međutim, potrošač suočen s pandemijom ponaša se prilično drugačije - suočen sa strahom za financijski opstanak i zdravlje, potrošač u početku povećava svoju potrošnju pod utjecajem paničnog ponašanja društva, stvarajući tako velike zalihe proizvoda u kućanstvu i uzrokujući nestašice na tržištu. S vremenom, potrošač se počeo ponašati racionalnije, potrošnja na trajna dobra se brzo oporavila, no potrošnja na usluge još uvijek ostaje niska.

Abstract (english)

Personal consumption is defined as consumption of goods and services that are used for satisfying basic needs of a household and it represents more than half of a total gross domestic product of developed countries. Consumer behavior is influenced by a number of internal and external factors that ultimately influence purchasing decisions and changes of a share of personal consumption in GDP. In times of crisis, the consumer tends to change his habits to meet basic living needs and survive the crisis period, so the aim of this research is to create a picture of the types of consumers during a particular crisis and to compare the differences in their behavior. The methods used are the method of analysis, the method of comparison, the inductive and the deductive method. The purpose of the research is to analyze changes in household behavior patterns and identify differences in behavior during two different types of crisis in terms of changes in personal consumption. The analysis showed that the consumer faced with the Great Financial Crisis in 2008 became frugal, rational, spent more time searching for information, tried to be a better version of himself and encourage others to do the same. At the very beginning of the crisis, consumption decreased drastically in all components. However, a consumer facing a pandemic behaves quite differently - faced with fears for financial survival and health, the consumer initially increases his consumption under the influence of society’s panicked behavior, thus creating large stocks of products in his household and causing market shortages. Over time, the consumer began to behave more rationally, spending on durable goods recovered quickly, but spending on services still remains low.

• Keywords: kriza; pandemija; potrošačko ponašanje; osobna potrošnja
• Keywords (english): crisis; pandemic; consumer behavior; personal consumption
• Language: croatian
• URN:NBN: urn:nbn:hr:148:053963
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2021-10-04 09:57:30