Kriteriji odabira pametnih telefona na primjeru generacije Y

master's thesis

• Title (english): Consumer choice criteria of smartphones among generation Y
• Author: Anđelka Mijatović
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Zoran Krupka (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2016-07-06, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

U brojnim zemljama (Finska, Malezija, Indija, Vijetnam i dr.) provedena su istraživanja na temu kriterija odabira pametnih telefona na primjeru Generacije Y. Evidentan je trajan interes u znanstvenim istraživanjima za proučavanom tematikom. Spomenuta tema još uvijek nije dovoljno istražena u Hrvatskoj. Provođenjem empirijskog istraživanja nastojalo se istražiti koji je dominantan kriterij odabira pametnog telefona za pripadnike Generacije Y u Hrvatskoj. Instrument istraživanja bio je online anketni upitnik. Rezultati istraživanja pokazuju da je najvažniji kriterij odabira pametnih telefona za pripadnike Generacije Y u Hrvatskoj kriterij „tehnička obilježja“. Taj kriterij je najvažniji i u svim istraživanjima provedenim u drugim zemljama, osim u onom koje se provodilo u Indiji. Drugo mjesto je pripalo kriteriju „poslijekupovne usluge“, treće kriteriju „cijena“, četvrto kriteriju „marka“, a posljednje mjesto kriteriju „osobne preporuke“.

Abstract (english)

Choice criteria of smartphons was a subject of numerous studies all over the world (eg. Finland, Malaysia, India, Vietnam). It is evident a high interest in scientific research on this subject. This subject has not yet been enough explored in Croatia. The main goal of this study was to discover which choice criteria is most important for Generation Y in Croatia when choosing smartphone. The survey instrument was online questionnaire. Results of this study have shown that the most important choice criteria of smartphone for Generation Y in Croatia is choice criteria called 'technical features'. It is also the most important choice criteria in before mentioned studies, except the one conducted in India. Second place goes to the choice criteria called 'after sale service', the third to criteria called 'brand' and the last place goes to the choice criteria called 'personal recommendations'

• Keywords: kriteriji odabira; pametni telefon; Generacija Y; Hrvatska; proces donošenja odluke o kupovini
• Keywords (english): choice criteria; smartphone; Generation Y; Croatia; consumer decision- making process
• Language: croatian
• URN:NBN: urn:nbn:hr:148:627130
• 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: 2016-11-17 11:23:02