| Abstract | U suvremenom društvu ljudi svoje potrebe, uglavnom, zadovoljavaju posredstvom razmjene roba i usluga na tržištu, gdje su u prilici slobodno odabirati između ponuđenih dobara. Potrošači, koji se kao pojedinci ili manje skupine pojavljuju na tržištu s krajnjim ciljem zadovoljavanja vlastitih potreba ili potreba svojeg kućanstva čine tržište krajnje ili široke potrošnje. To tržište ima svoje specifičnosti koje su postale predmetom zanimanja stručnjaka i znanstvenika iz različitih područja znanosti, što ukazuje na kompleksnost problematike izučavanja ponašanja potrošača.
Ponašanje potrošača veoma je mlada disciplina. Tek širokim prihvaćanjem marketinške koncepcije 50-ih godina pojavila se potreba studioznijeg proučavanja ponašanja potrošača. Proizvodnja počinje s potrošačem i njegovim potrebama, a ne sa proizvodnjom, sirovinama, energijom, pomoćnim materijalom i ostalim inputima u proces proizvodnje. Prihvaćanjem teze od teoretičara i praktičara da je osnovna funkcija poslovnih subjekata zadovoljenje potreba i želja potrošača, učinila je proučavanje ponašanja potrošača temeljnim u funkcioniranju svih organizacijskih cjelina.
Pojam životnog stila u istraživanja ponašanja potrošača uvodi 1963. godine Lazer kao jednu od varijabli psihografske segmentacije tržišta. Životni stil definira način kako ljudi žive i provode svoje vrijeme i kako troše svoj novac. Drugim riječima, on odražava njihove aktivnosti, interese i mišljenja o sebi, te onima koji ih okružuju, što najviše cijene i do kojih vrijednosti drže.
Ponašanje potrošača je zanimljivo budući da su svi ljudi, uz mnogobrojne uloge koje imaju u pojedinim fazama života i potrošači od najranije dobi. Stoga ljudi u ulozi potrošača, iz vlastitog iskustva, mogu izvesti niz zaključaka i samim time bolje razumjeti vlastito i tuđe ponašanje prilikom kupovine. Proučavanje ponašanja potrošača kao zasebne marketinške discipline započelo je kada su proizvođači shvatili da se potrošači ne ponašaju i ne reagiraju uvijek u skladu s njihovim očekivanjima. Umjesto da nagovaraju potrošače na kupovinu svojih proizvoda, marketinški orijentirane tvrtke zaključile su kako je mnogo jednostavnije rješenje proizvoditi samo one proizvode za koje su prethodno, kroz istraživanja utvrdile da ih potrošači žele. Potrebe i želje potrošača postale su glavnim predmetom njihovog zanimanja.
Psihologija potrošača danas je jedno od glavnih područja primijenjene psihologije, a njen razvoj je usko vezan za sam početak razvoja primijenjene psihologije u SAD-u. U početku razvoja, psihologija potrošača bila je integralni dio poslovne i industrijske psihologije, a onda se diferencijacijom izdvojila i osamostalila. Danas ona izučava ponašanje čovjeka kao potrošača, te razmatra dvosmjerno komuniciranje između potrošača i proizvođača na osnovi kojeg proizvođač saznaje želje i potrebe potrošača. Odnos s korisnikom tako zadobiva partnersku kvalitetu, koja postaje modelom ponašanja u 21. stoljeću.
Psihologija je dala značajan doprinos objašnjenju motiva i ponašanja potrošača. Posebno se to odnosi na motivirajuća istraživanja koja su dosad pružila najpotpuniji odgovor na pitanje zašto se potrošač u kupovini proizvoda i usluga ponaša tako kako se ponaša. Ponašanje ljudi kao potrošača je pod snažnim utjecajima brojnih čimbenika iz vanjske sredine, ali i načina na koji oni vide sebe i svoju sredinu. Učenje potrošača je osnovni analitički instrument za objašnjenje njihovog ponašanja na tržištu. Karakteristike ličnosti koje se ogledaju u stabilnosti, znanju, obrazovanju, sposobnosti komuniciranja, također su predmet psihološkog istraživanja ponašanja potrošača.
Konačno, ocjene i stavovi pojedinaca, njihove emocije i sl. predstavljaju suštinsku komponentu misaone strukture pojedinaca, koja se mora razumjeti da bi se moglo na zadovoljavajući način objasniti ponašanje potrošača. Upravo na temelju poznavanja tih komponenti mogu se predvidjeti namjere i tendencije u kupovinama potrošača. Karakteristike proizvoda i konkretne situacije u kupovini, na način kako ih doživljava pojedinac, formiraju psihološki profil potrošača. |
| Abstract (english) | In a modern society, people satisfy their needs by trading goods and services on the market, and where they also can choose freely between the offered goods. Customers who are on the market are shown as individuals, as well a smaller group, with the ultimate purpose of satisfying their own needs or needs of their household, and together make a market of the terminal or wide consumption. This market has its own specificity which became the subject of interest of many experts and scientists from different areas of science, which indicates the complex of studying issues in the behavior of customers.
Customers behavior is a very young discipline. The need for more complex study of customer behavior appeared during wide acceptance of the conception of marketing in 50's. Manufacturing starts with the customer and his needs, but not with manufacture, raw materials, energy, additional material and other inputs in the process of manufacturing. Acceptance of thesis by many theorists and practitioners is that the main function of business entity is satisfying needs and desire of customers, and it has made the study of customer behavior the main function of all organizational units.
Lazer introduces the concept of lifestyle in researchers of customers' behavior in 1963, as one of the variables of psychographic market segmentation. He defines lifestyle as the way of people live and how they spend their free time, as well as, how they spend their money. In other words, lifestyle is the reflexion of their activities, interests, and thoughts about themselves and about the ones who are they surrounded with, what are their priorities and values.
Customer behavior is very interesting whereas that all people, with many roles during their lifetime, are customers from their very young age. Thus people in the role of customers, from their own experience, can make a number of conclusions, and therefore better understand own and others behavior during purchasing. Study of customers behavior as special marketing discipline starts when the manufacturer realized that customers don't always act and react as expected. Instead of persuasion of customers to buy their products, companies who are marketing oriented come to the most simple conclusion that is better decision to produce only the products for which is previously made researches and which are determined as wished on the market. Needs and desire of customers have become the main subject of their interest.
Psychology of customer today is one of the main domain of applied psychology in the USA. In the beginning of development, customer psychology was an integral part of business and industry psychology, and then with differentiation, it has segregate and become independent. Today applied psychology study the behavior of man as a customer and then consider bi-directional communication between customer and producer, where producer finds out desires and needs of the customer. This kind of relationship with client gain the quality of partnership and becoming the model of behavior in the 21st century.
Psychology gave the significant contribution to explaining of motive and customer's behavior. That especially refers to motivational researchers which are till now gave a complete answer to the question why customer in purchasing products and services is acting the way he is acting. The acting of people as the consumer is strongly influenced by many factors from the external environment, as well as the way of they see themselves and their environment. Learning consumer is the basic analytical instrument for explaining their behavior on the market. Many personal characteristics are reflected instability, knowledge, education, ability to communication, also they are subject of psychological researchers of customer behavior.
Finally, evaluation and opinions of individuals, their emotions and similar, are an essential component mindsets of individuals, which must be understood in order to be able to satisfactorily explain consumer behavior. Based on knowing this component we may predict intentions and tendency in customer’s shopping. Characteristics of products and concrete situations in the shopping, in the way how the consumer sees it, forms the psychological profile of the customer. |
