Obilježja potrošača koja utječu na stav prema krivotvorinama

master's thesis

• Title (english): CONSUMER FACTORS INFLUENCING ATTITUDE TOWARDS COUMTERFEITS
• Author: Robert Bašić
• Mentor: Sandra Horvat (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Zoran Krupka (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2016-07-14, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Krivotvorine su postale globalni ekonomski problem koji je neprestano u porastu te protiv kojeg organizacije i zemlje vode bitku koju gube. Literatura se uglavnom fokusira na ponudu na tržištu krivotvorina te postoji određeni nedostatak istraživanja potražnje na tržištu krivotvorina. Razumijevanjem potražnje, odnosno motiviranosti potrošača za kupnjom krivotvorina mogu se dati korisni uvidi poduzećima, organizacijama pa čak i zemljama u borbi protiv krivotvorenja. Cilj ovog rada je stoga istražiti i procijeniti obilježja potrošača kao što su cjenovna osjetljivost, nesklonost riziku i sklonost procjeni kvalitete proizvoda temeljem cijene na stav potrošača prema krivotvorinama. Razlog tome je što stav služi za procjenu namjere ponašanja pa stoga i samog konačnog ponašanja potrošača kao što i objašnjava teorija razložne akcije. Za potrebe ovog rada provedeno je primarno istraživanje uz pomoć anketnog upitnika, na uzorku od 124 ispitanika iz studentske populacije, koji je bio distribuiran putem društvenih mreža.
Rezultati su pokazali kako odabrana obilježja ne mogu objasniti stav potrošača, ali su isto tako pokazali da je stav usko povezan s namjerom ponašanja potrošača. Rezultati istraživanja daju određeni uvid u obilježja potrošača u Hrvatskoj pa je tako daljnja analiza prikupljenih podataka pokazala kako su potrošači cjenovno osjetljivi te su spremni uložiti trud i vrijeme kako bi uštedili. Istovremeno blago su neskloni riziku što je pozitivno za menadžere i marketingaše koji mogu tu spoznaju iskoristiti kako bi osvijestili potrošače o negativnim utjecajima krivotvorina, a sa druge strane im iskomunicirali vrijednosti koje krivotvorine ne mogu imati, primjerice poslijeprodajne usluge.

Abstract (english)

Counterfeits have become a global economic problem which is contiuously on the rise and against which organisations and nations have been fighting a losing battle. Literature has mostly been focused on the supply side of the counterfeit market but there has been a lack of research on the demand side of the counterfeit market. By understanding the demand or rather the motivation behind the consumer intention to buy counterfeits, a useful insight can be given to both companies and organisations and even nations to help them fight counterfeiting. The purpose of this study is to investigate and evaluate how do consumer factors such as price consciousness, risk averseness and price-quality inference affect consumer attitude towards counterfeits. The reason to such a study can be found in the theory of reasoned action which states that attitude can be used to measure behavioral intent and therefore consumer behaviour. To fulfill the goals of this study, a research has been conducted in which an online questionnaire has been used. The questionnaire has been distributed by social networks among the student population.
The results of the research have shown that the selected factors can not explain the consumer attitude towards counterfeits but it has shown that attitude is deeply related with consumer behavioral intention and behaviour. Results of the research also provide a certain consumer insight as far as Croatia is considered. Further data analysis has shown that the consumers have a pronounced price consciousness and are willing to invest time and effort to save money. At the same time they also hold a slight risk averseness which is a positive thing for menagers and marketeers who can use this insight to raise consumer awareness about the negative impact counterfeits have, and on the other hand to communicate higher value of their own brands, which counterfeits can not have, such as after-sales service and support.

• Keywords: krivotvorine; ponašanje potrošača; stavovi potrošača; teorija razložne akcije; namjera potrošača
• Keywords (english): counterfeits; consumer behaviour; consumer attitude; theory of reasoned action; consumer intention
• Language: croatian
• URN:NBN: urn:nbn:hr:148:344828
• 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: 2016-12-06 13:12:23