Čimbenici odabira sportske opreme mladih muških potrošača

master's thesis

• Title (english): Determinants of sports equipment selection among young male consumers
• Author: Lana Vuković
• 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: 2024-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U ovom radu obrađena je tema koja se danas sve više istražuje, a to je ponašanje muške populacije u industriji mode i potrošačkoj kulturi. Obrađena je specifična tema, odnosno čimbenici odabira u kupnji sportske opreme. Ponašanje potrošača u okviru muške populacije analizirano je putem čimbenika odabira proizvoda (sportske opreme), odnosno putem kvalitete proizvoda, cijene proizvoda, poznatosti marke, lojalnosti marki, užitka u kupnji i lakoći održavanja sportske opreme. Istraživački dio rada opisuje provedeno empirijsko istraživanje i rezultate istraživanja čiji je cilj bio ispitati glavne čimbenike odabira u kupnji sportske opreme kod mladih muških potrošača u dobi od 18. do 35. godine. Istraživanje upućuje na zaključak da muški potrošači sve više kupuju i potrebno ih je promatrati kao zaseban tržišni segment. Može se zaključiti da muškarci puno više vremena i pažnje posvećuju kupnji sportske opreme. Iako je sportska oprema danas izrazito skupa, muškim potrošačima cijena nije najvažniji čimbenik koji će utjecati na njihov odabir već se radi o kvaliteti proizvoda.

Abstract (english)

This paper explores a topic that is increasingly relevant today: the behavior of the male population within the fashion industry and consumer culture. The specific focus is on the purchase of sports equipment. Consumer behavior among men is analyzed through choice criteria such as product quality, product price, brand recognition, brand loyalty, shopping enjoyment, and the ease of maintaining sports equipment. Following this, a chapter discusses the role of gender and age in the decision-making process and provides a detailed examination of male consumers' behavior, followed by an analysis of young adult consumers' behavior. After the theoretical framework, the research section presents the results of a survey aimed at examining the main factors influencing the purchase of sports equipment among young male consumers aged 18 to 35. Research suggests that male consumers are increasingly making purchases and should be considered as a separate market segment. It can be concluded that men dedicate significantly more time and attention to purchasing sports equipment. Although sports equipment is very expensive today, for male consumers, price is not the most important factor influencing their choice; instead, product quality is key.

• Keywords: kupovno ponašanje; mladi odrasli potrošači; muški potrošači; ponašanje potrošača; sportska oprema
• Keywords (english): purchase behavior; young adult consumers; male consumers; consumer behavior; sport equipment
• Language: croatian
• URN:NBN: urn:nbn:hr:148:880800
• 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: 2024-09-30 15:42:04