Utjecaj inovacija na ponašanje potrošača

master's thesis

• Title (english): The impact of innovation on consumer behaviour
• Author: Martina Ćužić
• Mentor: Velimir Srića (mentor)
• Committee member: Marija Tomašević Lišanin (predsjednik povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2016-01-12, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Ponašanje potrošača je proces donošenja odluka i djelovanja pojedinih potrošača prilikom kupovanja i korištenja proizvoda. Međutim, ono što ih bitno razlikuje jest činjenica da je svaki potrošač jedinstven i ta se posebnost ogleda u ponašanju, procesu kupovine i potrošnje. S obzirom na veliku konkurenciju u svim granama trgovine i proizvodnje, tvrtke se moraju prilagođavati ukusima potrošača, koji su sve svjesniji mogućnosti i različitosti proizvoda. Što se proizvod više približiti potrošaču, veća je šansa da će se isti prodati. Stoga je potrebno stalno praćenje i istraživanje potreba i želja potrošača, čimbenika koji utječu na njihovo ponašanje, odnosno načine na koje potrošači donose odluku o kupnji.
Današnje okruženje u kojem tvrtke posluju obilježeno je brojnom konkurencijom, brojnim proizvodima, dinamičkim i brzim promjenama, snažnim razvojem konkurencije, te sve zahtjevnijim potrošačima. Potrebe potrošača se s vremenom mijenjaju i javljaju se potrebe za različitim oblicima proizvoda. Kontinuiranim praćenjem poduzeća bolje upoznaju svoje potrošače i njihove potrebe, te identificiraju pri tom nove oblike proizvoda koji nedostaju postojećim linijama.
Inovacije i nove tehnologije temelj su gospodarskog razvoja. Inovacija predstavlja novi proizvod, novi način organizacije, novu uslugu i sl. koje se predstavljaju na tržištu i stvaraju dodatnu vrijednost. Strateški razvoj svojih poduzeća suvremeni poduzetnici trebaju zasnivati na ključnim sposobnostima, vlastitim inovacijama ili inventivnoj primjeni već postojećih poslovnih rješenja. Razvoj i inovacije bitni su za postizanje kompetentnosti na tržištu, jer su potrošači u stalnoj potrazi za kvalitetnijim proizvodom koji će zadovoljiti sve njihove potrebe. Budući da se radi o procesu koji je u potpunosti ovisan o osobinama potrošača i osobinama same inovacije, ključ uspjeha inovacije je u njenu prihvaćanju od strane potrošača na tržištu.

Abstract (english)

Consumer behavior is the process of decision-making and actions of individual consumers when buying and using the product. However, what makes them essentially different is the fact that every consumer is unique and this uniqueness is reflected in the behavior, the process of purchasing and consumption. Due to strong competition in all sectors of commerce and industry, companies must adapt to the tastes of consumers, who are increasingly aware of the opportunities and diversity of products. As the product closer to the consumer, the greater the chance that it will be sold. Therefore, it is necessary to constantly monitor and survey the needs and desires of consumers, the factors that affect their behavior, and the ways in which consumers make purchasing decision.
Today's environment in which businesses operate is marked by many competitors, many products, dynamic and rapid change, strong development of competition, and increasingly demanding consumers. Customer needs change over time and there is a need for various forms of the product. By continuously monitoring the company to better know customers and their needs, and identifying new forms of products that lack existing line.
Innovation and new technologies are the foundation of economic development. Innovation is a new product, a new way of organization, a new service, etc. That are on the market and create added value. The strategic development of their companies modern entrepreneurs should be based on key skills, their own innovations or inventive application of existing business solutions. Development and innovation are essential to achieving of competence in the market, because consumers are constantly looking for quality products that will meet all their needs. Since this is a process that is completely dependent on the characteristics of the consumers and the characteristics of innovation, the key to success in innovation is its acceptance by consumers in the market.

• Keywords: ponašanje potrošača; donošenje odluka; konkurencija; inovacije
• Keywords (english): consumer behavior; decision making; competition; innovation
• Language: croatian
• URN:NBN: urn:nbn:hr:148:886683
• 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: 2016-09-28 11:41:58