SLIČNOSTI I RAZLIKE U KUPNJI I KRITERIJIMA ODABIRA OSOBNOG AUTOMOBILA S OBZIROM NA SPOL

master's thesis

• Title (english): GENDER BASED SIMILARITIES AND DIFFERENCES IN CAR PURCHASING AND EVALUATION CRITERIA SELECTION
• Author: Ivana Hranj
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Morana Fudurić (predsjednik povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2019-07-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Jedna od najzanimljivijih tema marketinga - razlika među spolovima, tema je ovog rada, a istraživale su se sličnosti i razlike u kupnji i kriterijima odabira osobnog automobila s obzirom na spol. U prvom dijelu rada pažnja se usmjeravala na ulogu vrednujućih kriterija u procesu donošenja odluke o kupnji, kao i na važnost kriterija u kupovnom procesu. Osim važnosti kriterija u procesu donošenja odluke o kupovini, slijedi poglavlje koje objašnjava spol kao odrednicu kupovnog ponašanja i utjecaj globalizacije na promjene načina kupovnog odabira između spolova. Rezultati istraživanja prikazani su nakon teoretskog dijela, a istraživanjem se željelo utvrditi koje su sličnosti, odnosno razlike u kupnji i kriterijima odabira osobnog automobila s obzirom na spol u Republici Hrvatskoj.

Abstract (english)

One of the most interesting marketing topics - the gender differences - is the topic of this thesis, and the similarities and differences in purchasing and the criteria for choosing a personal car with regard to gender are explored. In the first part of the thesis, attention was focused on the role of choice criteria in the decision-making process, as well as on the importance of the criteria in the purchasing process. Apart from the importance of the criteria in the decision-making process, the following chapter explains gender as a determinant of purchasing behavior and the impact of globalization on changes in the way purchasing choices are made between men and women. The results of the research were presented after the theoretical part, and the research wanted to determine the similarities, ie the differences in the purchase and the criteria for the selection of a personal car with regard to gender in the Republic of Croatia.

• Keywords: kriteriji odabira; razlike između spolova; kupovina osobnog automobila
• Keywords (english): selection criteria; gender differences; the purchase of a personal car
• Language: croatian
• URN:NBN: urn:nbn:hr:148:174600
• 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: Open access
• Created on: 2019-07-15 20:11:12