master's thesis
Proces donošenja odluka u kupnji na tržištu krajnje potrošnje

Jelena Šimunić (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za marketing
Metadata
TitleProces donošenja odluka u kupnji na tržištu krajnje potrošnje
AuthorJelena Šimunić
Mentor(s)Zdravko Tolušić (thesis advisor)
Abstract
Prilikom donošenja odluke o kupnji nekog proizvoda ili usluge u obzir se treba uzeti niz utjecaja kako bi se u konačnici ostvarila željena akcija. Da bi se ostvarenje kupnje omogućilo nužno je da potrošač bude u potpunosti svjestan svih karakteristika proizvoda ili usluge: uz to potrošač treba znati da će s određenim proizvodnom ili uslugom moći zadovoljiti svoje potrebe. Na ponašanje potrošača djeluju različiti čimbenici. Četiri su temeljna čimbenika ponašanja potrošača, a to su: kulturni, društveni, osobni i psihološki čimbenici. Proces donošenja odluka u kupnji na tržištu krajnje potrošnje su spoznaja problema, traženje informacija, procjena alternativa, odluka o kupnji i poslijekupovno ponašanje. Donošenje odluka u kupnji vrlo je bitan proces, ali osim toga to je i složen proces. U ovom procesu na jednoj strani nalaze se kupci, dok su na drugoj strani marketinški stručnjaci. Zadaća marketinških stručnjaka je proučavanje ponašanja, zapravo stavova i reakcija potrošača. Marketinški stručnjaci su svjesni da se prilikom kupnje, odluke kupaca razlikuju i to prema njihovom ponašanju i ulozi. Kakva će biti razina traženja informacija o nekom proizvodu ili usluzi, to uvelike ovisi o vrsti kupnje i koliko je ta kupnja značajna. Vrlo je česta situacija da se kupci prilikom kupnje vode navikama. Donošenje odluke o kupnji zapravo je proces koji uključuje niz utjecaja koji onda u konačnici i dovode do konkretne aktivnosti, dakle kupnje.
Keywordsconsumer buying consumer behavior marketing expert decision
Committee MembersBranimir Marković (committee chairperson)
Zdravko Tolušić (committee member)
Branko Matić (committee member)
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Lower level organizational unitsKatedra za marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeMarketing
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-09-05
Parallel abstract (English)
When making a decision about buying a product or service then you should take into account a range of influences in order to ultimately achieve the desired action. In order to facilitate the realization of the purchase, it is necessary that the consumer is fully aware of all the characteristics of a product or service: in addition to the consumer needs to know that a specific product or service can meet your needs. Consumer behavior affect different factors. There are four basic factors of consumer behavior, such as: the cultural, social, personal and psychological factors. The decision making process in purchasing market of final consumption are knowledge of the problem, information search, evaluation of alternatives, decisions about buying and after buying behavior. Decision-making in the purchase is a very important process, but other than that it is a complex process. In this process, a single page can be found buyers, while on the other hand, marketing experts. The task of marketing experts is the study of behavior, actually attitudes and reactions of consumers. Marketing experts are aware that when buying decisions of customers are different and according to their behavior and role. What will be the level of seeking information about a product or service that is largely dependent on the type of purchase and the size of that purchase significant. It often happens that the customers during trials water habits. Buying decisions actually is a process that involves a series of influences which then ultimately lead to concrete actions, thus buying.
Parallel keywords (Croatian)potrošač kupnja ponašanje potrošača marketinški stručnjak odluka
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:668016
CommitterGordana Kradijan