KONZUMERIZAM I POTROŠAČKE NAVIKE

master's thesis

• Title (english): CONSUMERISM AND CONSUMER HABITS
• Author: Klara Pavličić
• Mentor: Dario Dunković (mentor)
• Committee member: Dora Naletina (predsjednik povjerenstva)
• Committee member: Kristina Petljak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2019-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Konzumerizam je nastao kao posljedica razvoja potrošačkog društva te je s vremenom postao način života. Njegova pojavnost u obliku prekomjerne potrošnje iznad realnih potreba, koja se opravdava namjerom ostvarivanja zadovoljstva i sreće svakog pojedinca danas je postala sve češći predmet rasprava. Ovim radom se nastojalo razumjeti fenomen konzumerizma i istražiti njegov utjecaj na ponašanje potrošača. Kroz rad se objašnjava razvoj potrošačkog društva i potrošačke kulture, opisuje se uloga marketinga u razvoju konzumerizma te se analiziraju čimbenici kojima se utječe na potrošače i koji određuju njihovo ponašanje u procesu donošenja odluka o kupnji i potrošnji. Empirijsko istraživanje je provedeno metodom anketnog ispitivanja stavova potrošača kako bi se istražile potrošačke navike.Glavno ograničenje istraživanja se odnosi na broj ispitanika od 132 ljudi, jer da bi se donijeli relevantniji zaključci, istraživanje bi se trebalo provesti na većem broju ispitanika na području cijele RH. Ispitivanjem potrošača o njihovim navikama koje se tiču potrošnje, istražio se utjecaj konzumerizma i marketinških aktivnosti koje ga podupiru, na potrošačko odlučivanje. Iz prikupljenih podataka i analize rezultata došlo se do zaključka, da iako većina potrošača planira svoju potrošnju, prevelika izloženost marketinškom utjecaju ih ipak često dovodi do neplanirane potrošnje. Na potrošače se snažno utječe putem oglašavanja te ih se često dovodi do impulzivne kupnje, no unatoč tomu većina ispitanika tvrdi da se radi potrošnje ne zadužuje.

Abstract (english)

Consumerism has evolved as a consequence of the development of a consumer society and over time became a way of life. Its occurrence in the form of excessive consumption above real needs, which justified the intention of realizing the satisfaction and happiness of each individual, is nowadays increasingly discussed.This paper sought to understand the phenomenon of consumerism and to explore its impact on consumer behavior.Throughout the paper, it is explained the evolution of consumer society and consumer culture, described the role of marketing that is used in the development of consumerism, and analyzed the factors that have influence on consumers and who determine the consumer behavior in the buying and consumption decision making process. Empirical research was conducted using a survey method to examine consumer attitudes in order to investigate consumer habits.The main limitation of the survey relates to the number of respondents of 132 people, because in order to reach relevant conclusions, the survey should be investigated by a larger number of respondents throughout the Republic of Croatia. By examining consumers about their spending habits, it was explored the impact of consumerism and marketing activities that support him, on consumers decision making. From the collected data and the analysis of the results, it was concluded that although most consumers plan their consumption, over-exposure to marketing influence still often leads to unplanned spending. Consumers are strongly influenced by advertising, and they are often driven by impulsive buying, but despite that, most of respondents claim that they are not getting into debt for consumption.

• Keywords: konzumerizam; potrošačko društvo; potrošnja; ponašanje potrošača; marketinški utjecaj
• Keywords (english): consumerism; consumer society; consumption; consumer behaviour; marketing influence
• Language: croatian
• URN:NBN: urn:nbn:hr:148:931454
• 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: Closed access
• Created on: 2019-09-19 10:26:15