Access restricted to higher education institution's students and staff
master's thesis
Marketinška komunikacija usmjerena djeci - dječji marketing

Ana Dravinski (2016)
Metadata
TitleMarketinška komunikacija usmjerena djeci - dječji marketing
AuthorAna Dravinski
Mentor(s)Mane Medić (thesis advisor)
Abstract
Tema ovoga Diplomskog rada bazira se na razmatranju pozitivnih i negativnih utjecaja oglasne industrije usmjere djeci i obiteljima. Djeca predstavljaju najbrže rastući tržišni segment te kao takav, razmatra se i segment njihovog utjecaja na obiteljske kupovine. Predstavljaju ciljnu skupinu, na koju su marketinški stručnjaci posebice fokusirani, razmatrajući njihovu ulogu i utjecaj pri kupovini proizvoda i usluga. U skladu sa životnom dobi, mijenjaju se želje i mogućnosti potrošača. Analitike pokazuju enormni porast potrošnje kod djece od bilo koje druge demografske skupine. U prilog slijedi i činjenica da se današnja djeca razlikuju od djece prošlih generacija. 24-satna dostupnost informacija, putem medija, utječe na razvoj današnjih generacija djece i mladih. Što su više izloženi određenoj marki u ranoj dobi, veća je vjerojatnost stvaranju lojalnosti u starijoj dobi. Osim trenutne zarade, upravo je to cilj proizvođača proizvoda i/ili usluga.
Keywordsmarketing children consumers loyalty
Committee MembersMane Medić (committee chairperson)
Davor Dujak (committee member)
Jerko Glavaš (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 date2016-09-23
Parallel abstract (English)
The theme of this degree thesis is based on the consideration of the positive and negative impact of the advertising industry focused on children and families. The children represent the fastest growing market segment, and as such, it considers the segment of their influence on family purchases. They represent the target group, on which marketing experts are particularly focused, while having in mind their role and influence in purchasing goods and services. In accordance with age, desires and possibilities of consumers are dynamically changing. Analytics show the enormous upgrowth in consumption among children than any other demographic group. Contribution to that follows the fact that today's children are different than children of past generations. 24-hour availability of information through the media, influences the development of today's generation of children and young people. The more exposure to a particular brand at an early age, the greater the likelihood of creating loyalty in old age. In addition to current earnings, that is precisely the aim of the manufacturer of the product and / or service.
Parallel keywords (Croatian)marketing djeca potrošači lojalnost
Resource typetext
Access conditionAccess restricted to higher education institution's students and staff
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:054403
CommitterGordana Kradijan