master's thesis
Proces donošenja odluke na tržištu krajnje potrošnje

Tea Šovagović (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za marketing
Metadata
TitleProces donošenja odluke na tržištu krajnje potrošnje
AuthorTea Šovagović
Mentor(s)Zdravko Tolušić (thesis advisor)
Abstract
U ovom radu je bio cilj istražiti kako se ponašaju potrošači na tržištu krajnje potrošnje, te potanko objasniti pet koraka kroz koje prolaze potrošači prilikom donošenja odluka o kupnji. Kroz sve faze procesa kupnje na poslovnom tržištu treba prolaziti detaljno, jer samo kvalitetna nabava proizvoda, poduzeću može smanjiti troškove poslovanja, povećati kvalitetu i profitabilnost samog poslovanja. Kako bi osjetili što potrošači žele, poduzeća moraju shvatiti kako se potrošač ponaša i koji čimbenici djeluju na njegovo ponašanje. U ovom radu promatrani su čimbenici koji utječu na potrošača u procesu kupovine automobila. Informacije su u ovome radu dobivene anketnim istraživanjem u kojem je ispitano 134 ispitanika putem Interneta. Cilj ovog rada je ukazati na važnost ovih pet koraka kroz koje potrošač prolazi prilikom kupnje, jer samim shvaćanjem tih faza lakše je biti u ulozi i samog kupca i proizvođača/prodavača. Rad se sastoji od pet cjelina. Prvu cjelinu čine uvod i kratak sadržaj. Druga cjelina je metodologija istraživanja. U trećoj cjelini prolazimo kroz svih pet faza procesa donošenja odluke o kupnji. Četvrtu cjelinu čini empirijsko istraživanje utjecaja čimbenika na proces donošenja odluke o kupnji. Petu, ujedno i zadnju cjelinu čini zaključak rada.
Keywordsconsumers behavior purchase decisions market of final consumption survey
Committee MembersZdravko Tolušić (committee chairperson)
Drago Ružić (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 date2016-09-16
Parallel abstract (English)
The aims of this paper was to study consumers’ behavior on the market of final consumption and explain in detail the five stages through which consumers go when making purchase decisions. It is necessary to go thoroughly through all phases of the buying process on the business market because only quality product purchase can reduce operating costs of a company and increase business quality and profitability. In order to respect consumers’ wishes, companies need to understand how consumers behave and the factors affecting their behavior. This paper focuses on the factors affecting a consumer in the process of purchasing a car. The data were obtained through the survey in which 134 respondents participated via the Internet. The aim of this paper is to show the importance of these five stages through which a consumer goes when purchasing because only the understanding of this process allows us to take the role of a customer and a manufacturer/ merchandiser. The paper consists of five units. The first one consists of an introduction and a brief summary. The second one is about the research methodology. The third unit studies the five stages of the process of making a purchase decision. The fourth unit is the empirical study of the impact of factors on the process on making a purchase decision. The fifth and also the last unit is the conclusion.
Parallel keywords (Croatian)ponašanje potrošača odluke o kupnji tržište krajnje potrošnje anketa
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:145:834144
CommitterGordana Kradijan