master's thesis
Proces donošenja odluka na tržištu krajnje potrošnje

Kristina Ivančević (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za marketing
Metadata
TitleProces donošenja odluka na tržištu krajnje potrošnje
AuthorKristina Ivančević
Mentor(s)Zdravko Tolušić (thesis advisor)
Abstract
Proučavanje ponašanja potrošača prisutno je dugi niz godina, ali ukoliko se govori o disciplini proučavanja potrošača tada se vrijeme pojave može točnije odrediti, a to su šezdesete godine. Sva proučavanja u području marketinga povezivala su se i promatrala s drugim disciplinama, ali marketing kao zasebna disciplina tek se javlja početkom ovoga stoljeća. Iako se ponašanje potrošača dosta istražuje još uvijek ovo područje nije toliko dobro pokriveno posebice zbog toga što se čovjekove potrebe mijenjaju pa je potrebno raditi stalne prilagodbe. Treba razlikovati više modela ponašanja potrošača, no da bi se izbjegla zbunjenost napravljana je podjela u tri velike grupe. Prvu grupu ponašanja potrošača čine opći modeli ponašanja potrošača, zatim drugu ekonomski modeli ponašanja potrošača, a treću behavioristički modeli ponašanja potrošača. U procesu donošenja odluke na tržištu krajnje potrošnje svaki potrošač se promatra kao žarište velikog broja ponuda od strane gospodarskih subjekata. Kada potrošač kupuje onda uvijek mora proći kroz ciklus kupnje. Potrošač nekog proizvoda prilikom donošenja odluke o kupnji nije okružen samo velikim brojem proizvoda nego do izražaja dolazi i okruženje koje djeluje na potrošača kao glavnog donositelja odluke. Posebno važno mjesto u cijelom procesu donošenja odluka na tržištu krajnje potrošnje ima potrošačevo zadovoljstvo proizvodom. Razlika između zadovoljnih i nezadovoljnih potrošača je očigledna u različitim oblicima njihova ponašanja.
Keywordsmarketing consumer behavior decision making buying
Committee MembersZdravko Tolušić (committee chairperson)
Branko Matić (committee member)
Branimir Marković (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)
The study of consumer behavior is present for many years, but if we talk about the discipline of studying consumer then the time of the appearance can be accurately determined, and that the sixties. All studies in the field of marketing are connected and watched with other disciplines, but marketing as a discipline only occurs at the beginning of this century. Although the behavior of the consumer is still a lot of investigating this area is not as well covered in particular because of man's needs change is required for the adjustment work. It should distinguish between models of consumer behavior, but to avoid confusion are formed division into three major groups. The first group of consumer behavior make general models of consumer behavior, then a different economic models of consumer behavior, a third behaviorist model of consumer behavior. In the process of making the decision to end consumer markets every consumer is seen as the focus of a large number of bids by the economic operators. When a consumer buys it still has to go through a cycle of buying. The consumer of a product when making purchasing decisions not only surrounded by a large number of products but will also highlight the environment that affects the consumer as the main decision-maker. Especially important in the whole process of decision-making in the market of final consumption has the consumer's satisfaction with a product. The difference between satisfied and dissatisfied customers is evident in a variety of shapes their behavior.
Parallel keywords (Croatian)marketing ponašanje potrošača donošenje odluka kupnja
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:145:583036
CommitterGordana Kradijan