Analiza aktivnosti djece prilikom kupovine

master's thesis

• Title (english): Analysis of children's activities during purchasing
• Author: Lana Pejić
• Mentor: Ružica Brečić (mentor)
• Committee member: Vatroslav Škare (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Tema ovoga rada je analiza aktivnosti djece prilikom kupovine. Glavni cilj rada je uočiti i analizirati koje su to aktivnosti koje djeca poduzimaju prilikom kupovine i donošenja odluke o kupovini određenog proizvoda. Pri tome se promatrao utjecaj vršnjaka, prodavača i roditelja te utjecaj promotivnih materijala i uređenja prodavaonice na donošenje odluka o kupovini.
Kako bi se dobile što vjerodostojnije povratne informacije, u radu se osim sekundarnih podataka iz raznih domaćih i stranih literatura kao i znanstvenih članaka skinutih iz baza podataka, koriste i primarni podaci. Primarni podaci su prikupljeni kvalitativnim istraživanjem te se mišljenja, stavovi, vrijednosti te ostali faktori koji utječu na ponašanje ispitanika u određenim situacijama ispituju etnografskom metodom, točnije metodom promatranja. Nadalje, u istraživanju su sudjelovala djeca u dobi od 4 do 12 godina, od toga 14 djevojčica i 6 dječaka.
Rezultati istraživanja su pokazali da većinom mlađa djeca koriste prodavaonicu kao prostor za igranje i to samo u slučaju kada se kupuju proizvodi koji nisu namijenjeni njima jer u suprotnom aktivno sudjeluju u procesu donošenja odluke o kupovini i u većini slučajeva donose konačnu odluku o kupovini. Nadalje, od svih čimbenika utjecaja, na djecu najveći utjecaj imaju roditelji i to prije svega majka. Drugi čimbenici koji su imali utjecaj na djecu prilikom donošenja odluke o kupovini su vršnjaci i mediji, dok su se prodavači i uređenje prodavaonice pokazali kao nebitni čimbenici prilikom donošenja odluke o kupovini.

Abstract (english)

The purpose of this paper is the analysis of children's activities during purchasing. The main goal of the paper is to notice and analyze which activities children are taking during purchasing and making decision about purchasing of a certain product. The influences of peers, retailers, parents as well as influence of promotion materials and store decoration have been regarding decision making about purchasing.
To gather as credible feedback information as possible, the paper uses secondary information from different, domestic and foreign literature, scientific papers downloaded from the data bases, as well as primary data. Primary data are gathered by qualitative research using ethnographic method, more precise observation method for opinions, attitudes, values and other factor which influence respondent's behavior in certain situations. Furthermore, children between the age 4 and 12 have been participated in research, 14 of them are girls and 6 are boys.
Research results indicate that mostly younger children use store as a playing space and only in cases when purchasing of product is not intended to them because in other cases they actively participate in decision making process regarding purchasing and in most cases, they make the final decision. Moreover, from all the influence factors, the biggest influences on children have their parents, especially their mother. Other factors that had impact on children during purchasing decision are their peers and media, while retailers and store decoration proved to be irrelevant factors during purchasing decision making.

• Keywords: djeca kao potrošači; kupovina; socijalizacija djece; čimbenici utjecaja; roditelji; vršnjaci; mediji; promatranje
• Keywords (english): children as consumers; purchasing; children socialization; impact factors; parents; peers; media; observation
• Language: croatian
• URN:NBN: urn:nbn:hr:148:078933
• 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: 2016-10-13 11:36:36