Ponašanje potrošača i donošenje odluke o kupnji proizvoda prepoznatljivih marki

master's thesis

• Title (english): Customer behaviour and buying decision prodacts recognizable brands
• Author: Ivan Zvonimir Naranča
• Mentor: Ivan Kovač (mentor)
• Committee member: Blaženka Knežević (predsjednik povjerenstva)
• Committee member: Dario Dunković (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Ovaj rad elaborira ponašanje potrošača i proces donošenja odluka o kupnji proizvoda prepoznatljivih marki. Donošenje odluka o kupnji proizvoda prepoznatljivih marki ovisi o mnoštvu varijabli. Varijable uključene u rad su: atraktivnost lokacije prodavaonice, prepoznatljiv i kvalitetan način izlaganja proizvoda prepoznatljivih marki, dobar položaj prepoznatljive marke unutar prodavaonice, veličina prodavaonica, intenzitet i kvaliteta oglašavanja prodavaonice, raznolikost ponuđenih načina plaćanja. U radu je teorijski opisano ponašanje potrošača, znanstvene činjenice o procesu donošenja odluke o kupnji i tržišni trendovi u Republici Hrvatskoj i Europskoj uniji. Istraživanje anketnim upitnikom je provedeno na teritoriju Republike Hrvatske i obuhvaća utjecaj različitih parametara na ponašanje potrošača prilikom donošenja odluke o kupnji proizvoda prepoznatljivih marki.

Abstract (english)

This task elaborates on consumer behavior and decision-making process of buying a product recognizable brands. Making decisions about buying products recognizable brands depends on a variety of variables. The variables involved in the operation are: attractiveness of the location stores, distinctive and high quality method of display products recognizable brands, good position recognizable brand within the store, the store size, intensity and quality of advertising shops, variety of payment options. The paper described the theoretical behavior of consumers, the scientific facts about the process of making a purchase decision and market trends in the Republic of Croatia and the European Union. The survey questionnaire was conducted on Croatian territory and includes the effect of various parameters on the behavior of consumers when deciding to purchase a product recognizable brands.

• Keywords: prepoznatljiva marka; luksuzni proizvod; odluka o kupnji; ponašanje potrošača
• Keywords (english): recognizable brand; luxury product; purchase decisions; consumer behavior
• Language: croatian
• URN:NBN: urn:nbn:hr:148:372047
• 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: 2016-10-05 15:35:05