Trendovi i preferencije mladih potrošača prilikom kupnje prvog automobila

master's thesis

• Title (english): Trends and preferences of young consumers when purchasing their first car
• Author: Ines Barić
• Mentor: Blaženka Knežević (mentor)
• Committee member: Dario Dunković (član povjerenstva)
• Committee member: Dora Naletina (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2025-04-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; International Economics

Abstract

U današnjem digitalnom dobu, kupovina automobila više nije ograničena na posjete prodavaonicama ili pregledavanje brošura i magazina. Mladi potrošači, posebno oni koji kupuju svoj prvi automobil, sve više se oslanjaju na online resurse kako bi donijeli informiranu odluku. Digitalizacija je revolucionirala način na koji mladi istražuju tržište, koristeći društvene mreže, video recenzije i usporedbe modela kako bi pronašli vozilo koje najbolje odgovara njihovim potrebama. S pojavom električnih i hibridnih vozila, tržište automobila doživljava značajne promjene, a mladi potrošači sve više cijene održivost i inovativne tehnologije. Cilj ovog rada je istražiti kako se ovi trendovi odražavaju na odluke mladih potrošača prilikom kupnje njihovog prvog automobila. Kroz anketu provedenu na uzorku od 166 mladih potrošača u dobi od 18 do 30 godina, analizirat će se njihove preferencije, utjecaj digitalnih platformi i važnost ekoloških čimbenika u procesu odlučivanja. Rad završava zaključcima koji pružaju uvid u buduće smjernice za istraživanje i razvoj automobilske industrije, s posebnim naglaskom na preferencije mladih potrošača.

Abstract (english)

In today's digital age, car buying is no longer limited to visiting dealerships or browsing brochures. Young consumers, especially those purchasing their first car, increasingly rely on online resources to make informed decisions. Digitalization has revolutionized the way young people explore the market, using social media, video reviews, and model comparisons to find the vehicle that best suits their needs. With the emergence of electric and hybrid vehicles, the automotive market is undergoing significant changes, and young consumers are increasingly valuing sustainability and innovative technologies. The aim of this paper is to explore how these trends are reflected in the decisions of young consumers when purchasing their first car. Through a survey conducted on a sample of 166 young people aged 18 to 30, their preferences, the influence of digital platforms, and the importance of environmental factors in the decision making process will be analyzed. The paper concludes with insights that provide guidance for future research and development in the automotive industry, with a particular focus on the needs of young consumers.

• Keywords: mladi potrošači; preferencije; prvi automobil; električna vozila; tržišni trendovi
• Keywords (english): young consumers; preferences; first car; electric vehicles; market trends
• Language: croatian
• URN:NBN: urn:nbn:hr:148:474965
• Study programme: Title: /; 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 authenticated users
• Created on: 2025-04-15 17:18:40