master's thesis
Potrošači kao sudionici na tržištu krajnje potrošnje

Ana Drašković (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za marketing
Metadata
TitlePotrošači kao sudionici na tržištu krajnje potrošnje
AuthorAna Drašković
Mentor(s)Zdravko Tolušić (thesis advisor)
Abstract
Potrošači kao fokus poslovnih subjekata na tržištu krajnje potrošnje predstavljaju kompleksnu nepoznanicu, a čije poznavanje uvelike može pomoći unaprijediti poslovanje, povećati profit, prodaju. U ovom radu ćemo predstaviti potrošača kao pojedinca koji svakodnevno donosi velik broj odluka koje su vezane uz proces razmjene i potrošnje proizvoda i usluga. Cilj svakog poslovnog subjekta jest spoznati koji sve čimbenici iz okruženja i psihološki procesi utječu na ponašanje potrošača na tržištu krajnje potrošnje. Poznavanje čimbenika koji utječu na ponašanje potrošača na tržištu krajnje potrošnje u praksi može biti korišteno za kreiranje marketing strategije. U ovom ćemo radu kroz nekoliko poglavlja obraditi teme kao što su osobitosti tržišta krajnje potrošnje, u kojem ćemo opisati karakteristike tržišta krajnje potrošnje te analizirati sudionike. Opisat ćemo kako segmentacijom tržišta doći do ciljane skupine potrošača, koje modele ponašanja na tržištu krajnje potrošnje poznajemo te kako oni mogu unaprijediti spoznaje poslovnih subjekta. Detaljno ćemo opisati koji se sve procesi donošenja odluke pri kupnji odvijaju na tržištu krajnje potrošnje, te prikazati rezultate ankete provedene na uzorku od 119 ispitanika kroz 13 jednostavnih pitanja, a koji se tiču utjecaja različitih čimbenika na utjecaje pri donošenju odluke pri kupovini.
Keywordsconsumer market segmentation behavior
Committee MembersZdravko Tolušić (committee chairperson)
Branko Matić (committee member)
Blaženka Hadrović Zekić (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 date2016-09-26
Parallel abstract (English)
The consumers as the focus of the business on the market of final consumption are complex unknown. Knowing well your customers and those that can be can greatly help improve business, increase profits and sale. In this paper we present the consumer as an individual who every day brings a large number of decisions that are related to the process of exchange and consumption of products and services. The goal of any business entity is to know that all environmental factors and psychological processes affect consumer behavior in the market of final consumption. Knowledge of the factors that affect consumer behavior in the market of final consumption in practice can be used to create marketing strategies. In this work you can find, through several chapters, topics such as characteristics of final consumption markets in which we describe the characteristics of the market of final consumption and analyze the participants. We describe how the segmentation of the market can reach the target group of consumers. You can find the theory about the behavior models are known on market of final consumption and know how they can improve knowledge for the business entity. We will describe in details all the decision making process when buying a place in the market of final consumption and display the results of a survey conducted on a sample of 119 respondents in 13 simple questions, which concern the impact of various factors on the impact in making purchasing decisions.
Parallel keywords (Croatian)potrošač tržište segmentacija ponašanje
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:145:775804
CommitterGordana Kradijan