Access restricted to higher education institution's students and staff
undergraduate thesis
Utjecaj medija i masovne komunikacije na stavove potrošača i odluke u kupnji

Nikolina Marčetić (2016)
Metadata
TitleUtjecaj medija i masovne komunikacije na stavove potrošača i odluke u kupnji
AuthorNikolina Marčetić
Mentor(s)Mane Medić (thesis advisor)
Abstract
Mediji imaju važnu ulogu kada govorimo o ponašanju potrošača i njihovoj sklonosti prema nekom proizvodu. Stav svakog pojedinca nije urođen nego je naučen. Stavovi se mogu mijenjati kroz vrijeme, iako to ide dosta sporo. Jedan od najmoćnijih masovnih medija suvremenog svijeta je televizija koja je rasprostranjena u gotovo 90% kućanstava diljem svijeta. Poduzeća nastoje privući pažnju kupaca i potencijalnih kupaca, te ih na taj način potaknuti na kupnju. Veliku ulogu tu imaju mediji koji su snažno sredstvo za oglašavanje proizvoda i usluga. Razvojem interneta pojavili su novi načini oglašavanja putem društvenih mreža te ih koriste i male i velike kompanije. Poduzeća putem medija nastoje stvoriti ili pojačati intenzitet pozitivnih stavova kod potrošača koji već imaju pozitivne stavove o proizvodu, a kod potrošača koji nemaju formirane stavove nastoje navesti potrošača na probu proizvoda kako bi se kreiralo pozitivno iskustvo s proizvodom što dovodi do pozitivnog stava.
Keywordscommunication media consumer attitudes consumer behavior purchase decisions
Committee MembersMane Medić (committee chairperson)
Blaženka Hadrović Zekić (committee member)
Josip Mesarić (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 typeprofessional
Study levelundergraduate
Study programmeprofessional study commerce
Academic title abbreviationbacc. oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-09-19
Parallel abstract (English)
When we talk about customer behavior and their preferences toward some product, media has important role . The attitude of each individual is not native but learned. Attitudes can change during time, altough that process is quite slow. One of most powerful medium of modern world is television which is spread through almost 90 percent of households around the world. Companies are trying to get buyers and potencial buyers attention, and in that way induce them to buy. Big role in that has media which are strong means of advertising producsts and services. Development of Internet came up with new ways of advertising through social networks being used by both small and big companies. Companies are trying to create or intensify positive attitudes of consumers through media. Consumers already have positive attitude of product, and with those customers who don't have formed attitudes, Companies are trying to lead customer to test the product and create positive experience about the product. That process brings customer to positive attitude.
Parallel keywords (Croatian)komunikacija mediji stavovi potrošača ponašanje potrošača odluka o kupnji
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:145:690746
CommitterGordana Kradijan