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master's thesis
KARAKTERISTIKE KUPOVNIH NAVIKA GENERACIJE Z
Diplomski rad
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2023. urn:nbn:hr:145:114514
Šuker, Paula
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

Institutional repository: EFOS REPOSITORY

Cite this document

Šuker, P. (2023). KARAKTERISTIKE KUPOVNIH NAVIKA GENERACIJE Z : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:114514

Šuker, Paula. "KARAKTERISTIKE KUPOVNIH NAVIKA GENERACIJE Z : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:114514

Šuker, Paula. "KARAKTERISTIKE KUPOVNIH NAVIKA GENERACIJE Z : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:114514

Šuker, P. (2023). 'KARAKTERISTIKE KUPOVNIH NAVIKA GENERACIJE Z : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 23 December 2024, https://urn.nsk.hr/urn:nbn:hr:145:114514

Šuker P. KARAKTERISTIKE KUPOVNIH NAVIKA GENERACIJE Z : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2023 [cited 2024 December 23] Available at: https://urn.nsk.hr/urn:nbn:hr:145:114514

P. Šuker, "KARAKTERISTIKE KUPOVNIH NAVIKA GENERACIJE Z : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:145:114514

Metadata
TitleKARAKTERISTIKE KUPOVNIH NAVIKA GENERACIJE Z : Diplomski rad
Title (english)CHARACTERISTICS OF SHOPPING HABITS OF GENERATION Z : Graduate paper
AuthorPaula Šuker
MentorZdravko Tolušić (mentor)
Committee memberIvan Kelić (predsjednik povjerenstva)
Committee memberZdravko Tolušić (član povjerenstva)
Committee memberDavorin Turkalj (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2023-06-29, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Svaka generacija potrošača ima specifične kupovne karakteristike prilikom internet, ali i kupovine u fizičkim prodavaonicama. To potrošače čini jedinstvenima, jer se za svaku od generacija kreiraju posebne marketing strategije, utvrđuju posebni marketing ciljevi i napori. Upravo taj jaz u generacijama zadaje dodatne marketing napore za cijeli proces, od proizvodnje do promocije proizvoda i usluga. Generaciju Z čine osobe koje su rođene između 1995 i 2010 godine, što znači da oni danas imaju između 13 i 28 godina. Navedena generacija specifična je po tome što i dalje cijeni kupovinu u fizičkim prodavaonicama, unatoč tome što su odrastali s tehnologijom. Isto tako cijene iskreno ponašanje od strane prodavača koji moraju uložiti sve napore kako bi odgovorili generaciji Z na sva postavljena pitanja. Vole biti cijenjeni prilikom procesa kupovine. Nisu toliko lojalni markama, jer im je najbitnija najbolja ponuda. Iako u pojedinim slučajevima generacija Z zna biti lojalna određenim markama, ali čim naprave određenu grešku ili uzrokuju nezadovoljstvo, idu kod konkurencije. U istraživanju diplomskog rada istražile su se kupovne navike generacije Z na temelju 80 ispitanika.
Abstract (english)
Each generation of consumers has specific purchasing characteristics when it comes to both online shopping and shopping in physical stores. This makes consumers unique, as special marketing strategies, goals, and efforts are developed for each generation. It is precisely this generation gap that requires additional marketing efforts throughout the entire process, from product manufacturing to promotion. Generation Z consists of individuals born between 1995 and 2010, which means they are currently between 13 and 28 years old. This particular generation is unique in that they still value shopping in physical stores despite growing up with technology. They also appreciate honest behavior from salespeople, who must make every effort to address Generation Z's questions. They enjoy being valued during the purchasing process. They are not as brand loyal, as their primary focus is on getting the best deal. Although in some cases, Generation Z can be loyal to certain brands, as soon as they make a mistake or cause dissatisfaction, they switch to the competition. The research for this thesis examined the purchasing habits of Generation Z based on 80 respondents.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:114514
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE (SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-07-06 16:34:59