Razlozi formiranja i ponašanje potrošačkih “plemena” na primjeru kolekcionara gramofonskih ploča

master's thesis

• Title (english): Reasons for the formation of consumer tribes and their behavior: the example of collectors of gramophone records
• Author: Marin Lalić
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Zoran Krupka (član povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Cilj istraživanja ovog rada predstavlja utvrđivanje razloga formiranja potrošačkih „plemena“, te utvrđivanje specifičnih karakteristika ponašanja pripadnika potrošačkog „plemena“ na primjeru kolekcionara gramofonskih ploča kao pripadnika potrošačkog „plemena“. Istraživanje se provelo u obliku dubinskih intervjua koji su trajali oko sat vremena, na uzorku od 10 ispitanika koji skupljaju gramofonske ploče. Ispitanici čine namjeran, prigodni uzorak, a pri provođenju dubinskih intervjua su se koristile smjernice za dubinski intervju koje je formirao autor ovog diplomskog rada, i to na temelju postojeće literature u tom području. Kao temeljne razloge formiranja potrošačkih „plemena“ na primjeru kolekcionara gramofonskih ploča, ispitanici ističu socijalni aspekt skupljanja gramofonskih ploča kao aktivnosti koja potiče na međusobno dijeljenje informacija i interakciju među kolekcionarima što u potpunosti odgovara temeljnim karakteristikama funkcioniranja potrošačkog „plemena“. Na temelju rezultata istraživanja može se zaključiti da postoje određene zajedničke karakteristike ponašanja između ispitanika pripadnika potrošačkog „plemena“ kolekcionara gramofonskih ploča i pripadnika potrošačkih “plemena” navedenih u literaturi opisanoj u teorijskom dijelu rada. Istraživanje pokazuje da se kao temeljna obilježja ponašanja pripadnika potrošačkog „plemena“ ističu lojalnost prema objektu oko kojeg je potrošačko „pleme“ formirano što u ovom primjeru predstavlja skupljanje gramofonskih ploča, značajna razina socijalne interakcije među pripadnicima potrošačkog „plemena“ temeljene na skupljanju gramofonskih ploča, te veliki značaj informacija koje ispitanici dobivaju od drugih pripadnika potrošačkog „plemena“.

Abstract (english)

The aim of this paper is to determine the reasons for the formation of consumer "tribes", and to determine the specific characteristics of the behavior of members of the consumer "tribe" on the example of collectors of gramophone records as members of the consumer "tribe". The research was conducted in the form of in-depth interviews that lasted about an hour, on a sample of 10 respondents who collected gramophone records. Respondents formed a convenience sample that is previously known to the researcher, and in-depth interview guidelines were used during the interviews that were formed by the author based on the existing literature in the field of consumer tribes. Respondents point out the social aspect of collecting records as an activity that encourages mutual sharing of information and interaction among collectors as fundamental reasons for the formation of consumer "tribes" on the example of record collectors, which fully corresponds to the basic characteristics of consumer tribes. The results of the research showed a significant correlation between the characteristics of the behavior of the respondents as members of the consumer tribe of gramophone record collectors and the characteristics of the behavior of members of the consumer tribes listed in the literature described in the theoretical part of the thesis. The research shows that the basic characteristics of the behavior of members of the consumer tribe are loyalty to the object around which the consumer tribe is formed, which in this example is the collection of gramophone records, a significant level of social interaction among members of the consumer tribe based on collecting gramophone records as well as the great importance of the information that respondents receive from other members of the consumer "tribe".

• Keywords: potrošačko „pleme“; potrošnja; ponašanje potrošača; potrošačke potkulture
• Keywords (english): consumer tribe; consumption; consumer behaviour; consumer subcultures
• Language: croatian
• URN:NBN: urn:nbn:hr:148:224439
• 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: 2021-09-28 18:12:21