Analiza procesa donošenja odluke o kupnji električnog automobila

master's thesis

• Title (english): Analysis of the decision making process of buying an electric car
• Author: Filip Vukmanović
• Mentor: Kristina Petljak (mentor)
• Committee member: Sanda Renko (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

Predmet ovog rada je analiza procesa donošenja odluke o kupnji električnog automobila u Republici Hrvatskoj i istraživanje percepcije potencijalnih kupaca o kupnji električnih automobila. U teoriji, proces donošenja odluke o kupnji sastoji se od pet osnovnih faza: prepoznavanje potrebe, traženje informacija, vrednovanje alternativa, kupnja i postprodajna procjena. Ovaj proces jednak je kod kupnje svih vrsta proizvoda. U teorijskom dijelu rada obrađuje se ponašanje potrošača i donošenje odluke o kupnji, osnovna klasifikacija električnih automobila, kretanje prodaje i razvoj pojedinih tržišta, financijske i nefinancijske poticajne mjere na pojedinim tržištima. Cilj ovog rada je da uz teorijsku obradu navedenih cjelina prikaže informiranost potencijalnih kupaca u Republici Hrvatskoj o električnim automobilima, poticajnim mjerama Ministarstva zaštite okoliša i prirode i Fonda za zaštitu okoliša i energetsku učinkovitost te općenito zanimanje za električnim automobilima i obnovljivim izvorima energije.S tim ciljem provedeno je primarno istraživanje metodom anketnog upitnika među studentima Ekonomskog fakulteta u Zagrebu primarno, a dijelom i ostalih pojedinaca do kojih se je došlo putem Facebook-a, e-maila i ostalih komunikacijskih poveznica. U istraživanju je sudjelovalo 157 ispitanika. Istraživanje je pokazalo kako u ispitanom uzorku većinom vlada srednji i veliki interes prema automobilima i alternativnim izvorima energije i novim tehnologijama. Rezultati istraživanja pokazali su kako ispitanici najviše vrednuju niske troškove održavanja automobila i smanjenje potrošnje goriva od ostalih karakteristika, što pokazuje interes potrošača i potencijal za razvoj tržišta. Sa tvrdnjom da kupnju električnog automobila treba poticati se ispitanici najviše slažu, dok istovremeno električne automobile ocjenjuju cjenovno neprihvatljivima. Ispitani uzorak čine ispitanici većinom između 18 i 34 godine starosti sa srednjim i visokoškolskim obrazovanjem.

Abstract (english)

The subject of this paper is to analyze the decision – making process about buying an electric car in Croatia and to explore the perception of potential buyersabout buying an electric car. In theory, the process of making a purchase decision consists of five main stages: identification of needs, information search, evaluation of alternatives, purchase and after-sales estimates. This process is the same in purchasing all kinds of products. The theoretical part of the paper explains consumer behavior and buying decision, the basic classification of electric cars, sales trends and development of individual markets, financial and non-financial incentives in certain markets. The aim of this paper, with the theoretical analysis of the above mentioned units, is to display the awareness of potential customers in the Republic of Croatia about electric cars, initiatives from the Ministry of Environment and Nature Protection and the Fund for Environmental Protection and Energy Efficiency and the general interest in electric cars and renewable energy sources. To this end, primary research was primary conducted via a questionnaire among students of the Faculty of Economics and Business in Zagreb and partly among other individuals who were questioned via Facebook, e-mail and other communication links. The study included 157 respodents. The survey showed that within the sample there is mostly a medium or strong interest in cars, alternative energy sources and new technologies. The results showed that most respondents valued the low maintenance costs of cars and reduced fuel consumption compared to other characteristics, which proves the interest of consumers and the potential for market development. With the statement that the purchase of an electric car should be encouraged, most respondents agreed, while the price of electric cars was evaluated as unacceptable. The tested sample respondents are mostly between 18 and 34 years of age with secondary and higher education.

• Keywords: proces donošenja odluke o kupnji; ponašanje potrošača; električni automobil; tržište električnih automobila.
• Keywords (english): the process of making a purchase decision; consumer behavior; electric car; electric car market
• Language: croatian
• URN:NBN: urn:nbn:hr:148:665014
• 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: 2016-10-26 13:38:54