Materijalizam, statusna potrošnja i neovisnost potrošača u procesu kupnje

master's thesis

• Title (english): Materialism, status consumption and consumer independence in the purchase process
• Author: Matea Šantić
• 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: 2019-10-31, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Predmet rada jesu materijalizam, statusna potrošnja i neovisnost potrošača u procesu kupnje. Cilj rada je bio temeljem provedenog empirijskog istraživanja utvrditi materijalizam, statusnu potrošnju te neovisnost potrošača u Republici Hrvatskoj. Istraživanje je provedeno na prigodnom uzorku od 173 ispitanika. Za mjerenje materijalizma korištena je ljestvica od devet tvrdnji čiji je autor Richins (2004). Statusna potrošnja mjerenja je ljestvicom od pet tvrdnji čiji su autori Eastman, Goldsmith i Flynn (1999). Neovisnost potrošača mjerena je ljestvicom od pet tvrdnji čiji je autor Clark (2006). Istraživanjem putem anketnog upitnika i obradom rezultata utvrđeno je da je istraživana populacija ispodprosječno materijalistički orijentirana i nesklona statusnoj potrošnji. Također utvrđena je i visoka razina neovisnosti potrošača u procesu donošenja odluke o kupnji

Abstract (english)

The subject of the thesis is materialism, status consumption and consumer independence in the purchasing process. The aim of the thesis was to determine materialism, status consumption and consumer independence in the Republic of Croatia, based on the empirical research. The study was conducted on a convenience sample of 173 respondents. A scale of nine items, used by Richins (2004), was used to measure materialism. Status consumption was measured by five-item scale developed by Eastman, Goldsmith, and Flynn (1999). Consumer independence was measured by a scale of five items developed by Clark (2006). Surveys through a questionnaire and processing of the results revealed that the surveyed population is below average materialistically oriented and not inclined to status consumption. A high level of consumer independence in the purchasing decision process has also been identified.

• Keywords: materijalizam; statusna potrošnja; neovisnost potrošača
• Keywords (english): materialism; status consumption; consumer independence
• Language: croatian
• URN:NBN: urn:nbn:hr:148:528146
• 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; Embargo expiration date: 2019-05-04
• Created on: 2019-11-01 09:31:17