Kupovna orijentacija generacije Y u odabiru malih kućanskih uređaja

master's thesis

• Title (english): Shopping orientation of generation Y in the selection of small household appliances
• Author: Ivana Grubešić
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Sandra Horvat (član povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Cilj ovog rada bio je istražiti kupovnu orijentaciju generacije Y u odabiru malih kućanskih uređaja. Pregledom dostupne literature vidljivo je da su provedena brojna istraživanja na temu kupovne orijentacije, ali nije pronađeno niti jedno istraživanje za ovu kategoriju proizvoda. Empirijsko istraživanje je provedeno putem online anketnog upitnika izrađenog u programu Google Documents, i to na namjernom, prigodnom uzroku. U istraživanju je sudjelovalo 110 ispitanika, pripadnika generacije Y, koji su u posljednjih godinu dana kupili barem jedan mali kućanski uređaj. Istraživanje je provedeno od kolovoza 2023. do listopada 2023. na području Republike Hrvatske. Ispitano je ukupno osam dimenzija kupovne orijentacije: užitak u kupnji, cjenovna osjetljivost, orijentiranost na kvalitetu, lojalnost marki, mogućnost servisiranja, planiranje/racionalnost kupnje, podložnost utjecaju prodajnog osoblja i povjerenje u online recenzije. Rezultati provedenog anketnog istraživanja pokazali su kako generacija Y u odabiru malih kućanskih uređaja najveću pozornost pridaje online recenzijama i cijenama. S druge strane, užitak u kupnji pokazao se najmanje važnim čimbenikom u ovom istraživanju.

Abstract (english)

The aim of this thesis is to examine the shopping orientation of Generation Y when selecting small household appliances. The available literature shows that many studies have been conducted on the topic of shopping orientation, but no single study was found for this product category. This study was conducted on a convenient sample using an online questionnaire created with the Google Documents program. 110 respondents, members of Generation Y who had purchased at least one small household appliance in the last year, participated in the study. The survey was conducted from August to October 2023 on the territory of the Republic of Croatia. A total of eight dimensions of shopping orientation were examined: enjoyment of shopping, price sensitivity, quality orientation, brand loyalty, serviceability, planning/rationality of purchase, susceptibility to the influence of sales staff and trust in online reviews. The results of the survey show that Generation Y pays the most attention to online reviews and prices when selecting small household appliances. On the other hand, enjoyment of shopping emerged as the least important factor in this study.

• Keywords: kupovna orijentacija; generacija Y; mali kućanski uređaji; ponašanje potrošača
• Keywords (english): shopping orientation; Generation Y; small household appliances; consumer behaviour
• Language: croatian
• URN:NBN: urn:nbn:hr:148:724561
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-09-19 20:02:47