| Sažetak | Istraživanja na temu sentimenta potrošača prema marketingu datiraju još od sredine 1940. godine, no temom interesa postaju 1970.-ih kao odgovorom na česte kritike marketinških aktivnosti koje su proizašle iz povećane svijesti o problemima potrošača koja u globalu pokazuju negativan stav prema marketingu, budući da se smatra neistinitim, manipulativnim i nametljivim s ciljem zavaravanja, obmanjivanja i uvjeravanja potrošača na kupnju proizvoda ili usluga koji im zapravo toliko i ne trebaju. Istraživanje koncepta sentimenta potrošača prema marketingu postavlja se dobrom osnovom budući da je usmjeren na pronalaženje pojedinih uzročnih aspekata odgovornih za navedeni stav. Točnije, ono prikazuje višedimenzionalni instrument mjeren pomoću indeksa sentimenta potrošača prema marketingu koji izračunava općenito zadovoljstvo prema marketinškim aktivnostima, uzimajući u obzir „4P“ elemente marketinškog miksa. Za potrebe ovog rada, sentiment potrošača prema marketingu definira se kao glavna zavisna varijabla. Kao nadopuna inicijalnim istraživanjima koncepta sentimenta te radi ustanovljenog relativno lošeg učinka samo demografskih obilježja ispitanika kao prediktora za ponašanje potrošača, posljedično se pojavila potreba za istraživanjem drugih odnosa kako bi se poboljšalo razumijevanje u sagledavanju varijacija sentimenta među pojedincima. Bitnim čimbenikom i dovoljno dobrim prediktorom za koncept ukupnog sentimenta, istaknulo se subjektivno blagostanje koje je za potrebe ovog rada nezavisna varijabla. Ono se dijeli na dvije komponente, osobno i nacionalno blagostanje gdje se putem minimalnog broja čimbenika dolazi do onih koji karakteriziraju aspekte života pojedinca. Osim toga, subjektivno blagostanje smatrano je relativno stabilnom konstrukcijom kroz vrijeme budući da se pojedinci generalno vraćaju na svoja polazišna stajališta u kontekstu zadovoljstva bez obzira na dramatične događaje koji mogu kratkoročno utjecati na percipiranu kvalitetu života. Predmet ovog rada je analiza utjecaja subjektivnog blagostanja studentske populacije pripadnika generacije Z na njihov sentiment prema marketingu s ciljem otkrivanja značajnosti svih onih aspekata koji u životu pojedinca imaju veći ili manji utjecaj na navedeni sentiment. Također, dobivanje uvida u mogući nerazmjer tj. variranje sentimenta prema marketingu može nam pokazati mjeru (ne)zadovoljstva na pojedini tržišni segment ili aspekt života navedene varijable. U ovom radu, koristit će se primarni i sekundarni podaci, dobivenim putem interneta te znanstvenih članaka, radova i stručne literature. Za potrebe pisanja ovog rada koristit će se metode analize, sinteze, klasifikacije, dedukcije, komparacije i deskripcije. Primarni podaci prikupljeni su anketnim upitnikom na uzorku od 303 studenata pripadnika generacije Z, temeljenim na principu zatvorenih pitanja, dok će se analiza utjecaja subjektivnog blagostanja izvoditi regresijskom analizom u SPSS-u. Varijabla sentimenta prema marketingu mjerit će se sukladno Gaski i Etzel (1986.) kroz dimenzije kvalitete, cijene, oglašavanja i distribucije proizvoda. S druge strane, varijabla subjektivnog blagostanja mjerit će se sukladno Ganglmair-Wooliscroft i Lawson (2012.) za komponentu osobnog blagostanja kroz dimenzije standarda života, zdravlja, postignuća, osobnih odnosa, osjećaja sigurnosti, pripadništva zajednici kao i sigurnosti u budućnosti. Dok će se za nacionalno blagostanje mjeriti kroz dimenzije ekonomske situacije, stanja okoliša i socijalnih uvjeta vezanih uz državu kao i vladu, poslovanje te nacionalnu sigurnost. Za mjernu ljestvicu u radu, najčešće će biti korištena Likertova skala (u rasponu od 1-5). Osim toga, u modelu su uključene kontrolne varijable vezane uz struku, visoko obrazovanje u području marketinga, kao i etičnost te društvenu odgovornost ispitanika kako bi se kontroliralo za “osviještenost i obazrivosti” generacije Z. Doprinos ovoga rada je uključivanje studentske populacije pripadnika generacije Z u otkrivanju povezanosti i dubine utjecaja između sentimenta prema marketingu i subjektivnog blagostanja kako bi se dobile detaljnije implikacije za prilagođavanje marketinškog pristupa i ono najvažnije, promicanje dobrih marketinških praksi, etičnosti i reguliranja temeljenoj na stavu ispitanika. Samim time, potiče se uvođenje stavova studentske populacije pripadnika generacije Z kao dijela javnosti na prvo mjesto kako bi akademska zajednica i svi marketinški stručnjaci imali dovoljno motiva za orijentiranje budućih istraživanja i procesa ka stvaranju boljeg imidža marketinga. Zaključno, rezultati istraživanja pokazali su kako na sentiment potrošača prema marketingu studentske populacije pripadnika generacije Z, nezavisna varijabla subjektivnog blagostanja ima utjecaj, pogotovo u kontekstu nacionalnog blagostanja. Nastavno na nju, druga varijabla koja utječe odnosi se na komponentu osobno blagostanje kao i percepciju kvalitete visokog obrazovanja iz područja marketinga. Varijabla za koju nije ustanovljen značajan utjecaj na sentiment prema marketingu, odnosi se na varijablu percepcije atraktivnosti zaposlenja u području marketinga. |
| Sažetak (engleski) | Research on the topic of consumer sentiment towards marketing dates back to the mid-1940s, but became a topic of interest in the 1970s as a response to frequent criticism of marketing activities that resulted from increased awareness of consumer problems, which globally show a negative attitude towards marketing, since is considered untrue, manipulative, and intrusive with the aim of misleading, deceiving, and persuading consumers to buy products or services that they do not need. Researching the idea of consumer sentiment toward marketing is a useful starting point since it seeks to identify specific causal factors that contribute to the stated attitude. Specifically, it presents a multidimensional instrument measured by the Consumer Marketing Sentiment Index that calculates overall satisfaction with marketing activities, taking into account the "4P" elements of the marketing mix. For the purposes of this paper, consumer sentiment towards marketing is defined as the main dependent variable. As a complement to the initial research on the concept of sentiment, and given the established relatively poor effect of only respondents' demographic characteristics as a predictor of consumer behaviour, the need to investigate other relationships emerged to improve understanding when looking at variations in sentiment among individuals. Subjective well-being, an independent variable in this article, was an essential element and a good predictor. It is separated into two components: personal and national well-being, which are achieved by a minimal number of criteria defining parts of an individual's life. In addition, subjective well-being was considered a relatively stable construct over time since individuals generally return to their starting points in the context of satisfaction regardless of dramatic events that may affect the perceived quality of life in the short term. The subject of this paper is the analysis of the influence of the subjective well-being of the student population of Generation Z on their sentiment toward marketing, to reveal the importance of all those aspects that have a greater or lesser impact on the sentiment in the life of an individual. Furthermore, acquiring insight into a probable disproportion, i.e. varied sentiment towards marketing, might show us the degree of (dis)satisfaction with a specific market segment or element of life. This paper will employ both primary and secondary data gathered from the Internet, as well as scientific journals, papers, and professional literature. For the purposes of writing this paper, the methods of analysis, synthesis, classification, deduction, comparison, and description will be used. Primary data was collected by a questionnaire on a sample of 303 students belonging to Generation Z, based on the principle of closed questions, while the analysis of the influence of subjective well-being will be performed by regression analysis in SPSS. The sentiment variable towards marketing will be measured according to Gaski and Etzel (1986) through the dimensions of quality, price, advertising, and product distribution. On the other hand, the variable of subjective well-being will be measured according to Ganglmair-Wooliscroft and Lawson (2012) for the component of personal well-being through the dimensions of the standard of living, health, achievements, personal relationships, sense of security, belonging to the community as well as security in the future. National well-being will be measured through the dimensions of the economic situation, the state of the environment, social conditions, government, business, and national security. For the measurement scale in the questionnaire, the Likert scale (in the range of 1-5) will be used most often. In addition, the model includes control variables related to profession, higher education in the field of marketing, as well as ethics and social responsibility of the respondents in order to control for the "awareness and caution" of Generation Z. The contribution of this work is the inclusion of the student population of members of Generation Z in discovering the connection and depth of influence between sentiment towards marketing and subjective well-being in order to obtain more detailed implications for adapting the marketing approach and, most importantly, promoting good marketing practices, ethics, and regulation based on the respondents' attitudes. By doing so, the introduction of the attitudes of the student population of Generation Z as part of the public in the first place is encouraged so that the academic community and all marketing experts have enough motivation to orientate future research and processes toward creating a better image of marketing. Finally, the study's findings revealed that the independent variable of subjective well-being influences consumer sentiment toward marketing of the student population of Generation Z, particularly in the context of national well-being. Following that, the second influencing variable is related to personal well-being as well as the perceptions of the quality of higher education in marketing. The variable for which no significant influence on the sentiment towards marketing was found, refers to the variable of perception of the attractiveness of employment in the field of marketing. |
