Stilovi odlučivanja muških potrošača u kupnji pametnih telefona

master's thesis

• Title (english): Male consumer decision-making styles in the smartphone product category
• Author: Jela Ćorić
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Tema ovog rada su stilovi odlučivanja potrošača u kupnji, a istraživao se segment muških potrošača u kupnji određene kategorije proizvoda – pametni telefon. Prvim dijelom rada obuhvaćen je teoretski okvir, a drugim dijelom rezultati provedenog istraživanja. U teoretskom dijelu opisan je proces donošenja odluke o kupnji, stilovi, te dimenzije stilova odlučivanja potrošača u kupnji. Pažnja je usmjerena na razlike u stilovima odlučivanja potrošača s obzirom na spol, a fokus je stavljen na obilježja kupovnog ponašanja muških potrošača. Nakon teoretskog dijela, slijedi provedeno istraživanje, te dobiveni rezultati. Istraživanjem se željelo bolje razumjeti kupovno ponašanje muškaraca, odnosno utvrditi stilove odlučivanja muških potrošača, usmjerenih na kategoriju - kupnja pametnih telefona, te identificirati mogući dominantni stil odlučivanja.

Abstract (english)

The topic of this paper is the consumers decision-making styles, and the male consumer segment that was investigated while purchasing a certain product category – a smartphone. The first part of the paper covers the theoretical framework, and the second part covers the results of the conducted research. In the theoretical part, the process of making a purchase decision, consumers styles and dimensions of consumer decision-making styles are described. Focus is on the differences in the decision-making styles of consumers with regard to gender, especially on the caracteristics of the purchasing behavior of male consumers. Theoretical part follows the conducted research and the obtained results. The aim of the research was to better understand male purchase behavior, to determin the decision-making styles of consumers with focus on the product category – smartphones, and also to identify a dominant decision-making style if it exists.

• Keywords: stilovi odlučivanja potrošača u kupnji; dimenzije stilova odlučivanja; muški potrošači; kupovina pametnog telefona
• Keywords (english): decision-making styles; shopping styles dimensions; male consumers; buying smartphone
• Language: croatian
• URN:NBN: urn:nbn:hr:148:807777
• 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: 2023-10-02 22:04:16