Istraživanje čimbenika pri odabiru marke osobnog automobila

master's thesis

• Title (english): Research of key factors when selecting a personal car brend
• Author: Petra Ivanišević
• Mentor: Zoran Krupka (mentor); MBZ: 269582
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2020-06-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Potrošač prilikom kupovine određenog proizvoda ne kupuje samo taj proizvod već i marku.
Danas je gotovo ne moguće pronaći kategoriju proizvoda gdje nisu prisutne marke. U ovom
radu fokus se stavlja na automobilsku industriju te na čimbenike koji utječu na potrošača pri
odabiru marke automobila. Čimbenici koji se teorijski analiziraju su svijest o marki, cijena,
atributi automobila, emocionalna povezanost, dostupnost i vanjski utjecaji. Ono što ovaj rad
želi dokazati jest da je izbor marke pod utjecajem više čimbenika. Sukladno tome u radu je
provedeno istraživanje na prigodnom uzorku u kojem je sudjelovalo 85 ispitanika sa područja
grada Zagreba. Provedenim istraživanjem je utvrđeno da su čimbenici koji utječu na odabir
marke osobnog automobila atributi automobila, cijena i svijest o marki.

Abstract (english)

When buying a certain product, the consumer not only buys that product but also the brand.
Today, it is almost impossible to find a product category where brands are not present. This
paper focuses on the automotive industry and the factors that influence the consumer when
choosing a car brand. Factors that are theoretically analyzed are brand awareness, price, car
attributes, emotional connection, availability, and external influences. What this paper seeks
to prove is that brand choice is influenced by multiple factors. Accordingly, a paper was
conducted on a suitable sample in which 85 respondents from the area of the city of Zagreb
participated. The research found that the factors influencing the choice of a car brand are the
attributes of the car, price and brand awareness.

• Keywords: automobilska industrija; marka; svijest o marki; izbor marke
• Keywords (english): automotive industry; brand; brand awareness; brand choice
• Language: croatian
• URN:NBN: urn:nbn:hr:148:062241
• 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: 2020-06-23 10:31:43