Vrednujući kriteriji i vrste utjecaja referentnih grupa prilikom odabira opreme za bebe

master's thesis

• Title (english): Evaluative criteria and types of reference group influence in baby equipment purchasing
• Author: Maja Bunčec
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Ružica Brečić (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-04-06, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Danas na tržištu postoji velik broj proizvoda za bebe i svaki roditelj za svoje dijete želi samo najbolje. Tržište dječje opreme u Republici Hrvatskoj je u stalnom rastu i postoji velik broj specijaliziranih prodavaonica koje nude sve bogatiji asortiman dječje opreme. U procesu donošenja odluke o kupnji roditelji traže informacije putem referentnih grupa u koje su uključeni i odabiru proizvode temeljem vlastitih vrednujućih kriterija. Cilj ovog rada bio je istražiti koji su to vrednujući kriteriji u odabiru opreme za bebe i koje vrste utjecaja referentnih grupa imaju najveću ulogu u odabiru roditelja kada je oprema za bebe u pitanju. U svrhu postizanja cilja rada je provedeno primarno istraživanje metodom ankete na prigodnom uzroku od 115 ispitanika, a anketni upitnik je korišten kao mjerni instrument. Ovim radom utvrđeno je kako je najviše izražen informacijski utjecaj referentne grupe na roditelje prilikom kupnje opreme za bebe i kako je cijena najvažniji vrednujući kriterij u kupnji proizvoda za bebe.

Abstract (english)

There are numerous baby products on the market today and every parent wants the best for their child. The market of baby equipment products in the Republic of Croatia is constantly growing and there are a large number of specialized stores that offer an increasingly number of products for children. In the consumer decision-making process parents are seeking for information through the reference groups in which they are involved and select products based on their own evaluation criteria. The aim of this paper was to investigate which evaluation criteria are in the selection of baby equipment and which types of influence of reference groups have the greatest importance in the selection of parents, when it comes to baby equipment. In order to achieve the goal of the paper, a primary research was conducted by survey method, using convenience sampling (n= 115 respondents), and a survey questionnaire was used as a measuring instrument. The research results reveal that parents, when buying baby equipment, are most affected by the informational influence of the reference group and that the price is most important evaluative criteria in buying equipment products for the baby.

• Keywords: odluka o kupovini; vrednujući kriteriji; roditelji; referentne grupe; informacijski utjecaj
• Keywords (english): purchase decision; evaluative criteria; parents; reference groups; information influence
• Language: croatian
• URN:NBN: urn:nbn:hr:148:177822
• 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: Access restricted to students and staff of home institution
• Created on: 2023-04-06 13:07:04