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undergraduate thesis
OBLICI MANIPULACIJE POTROŠAČIMA I NAČINI NJIHOVE ZAŠTITE NA PRIMJERU MCDONALD'SA
Završni rad
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2023. urn:nbn:hr:145:635318
Jahaj, Laura
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Institutional repository: EFOS REPOSITORY

Cite this document

Jahaj, L. (2023). OBLICI MANIPULACIJE POTROŠAČIMA I NAČINI NJIHOVE ZAŠTITE NA PRIMJERU MCDONALD'SA : Završni rad (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:635318

Jahaj, Laura. "OBLICI MANIPULACIJE POTROŠAČIMA I NAČINI NJIHOVE ZAŠTITE NA PRIMJERU MCDONALD'SA : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:635318

Jahaj, Laura. "OBLICI MANIPULACIJE POTROŠAČIMA I NAČINI NJIHOVE ZAŠTITE NA PRIMJERU MCDONALD'SA : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:635318

Jahaj, L. (2023). 'OBLICI MANIPULACIJE POTROŠAČIMA I NAČINI NJIHOVE ZAŠTITE NA PRIMJERU MCDONALD'SA : Završni rad', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 24 August 2024, https://urn.nsk.hr/urn:nbn:hr:145:635318

Jahaj L. OBLICI MANIPULACIJE POTROŠAČIMA I NAČINI NJIHOVE ZAŠTITE NA PRIMJERU MCDONALD'SA : Završni rad [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2023 [cited 2024 August 24] Available at: https://urn.nsk.hr/urn:nbn:hr:145:635318

L. Jahaj, "OBLICI MANIPULACIJE POTROŠAČIMA I NAČINI NJIHOVE ZAŠTITE NA PRIMJERU MCDONALD'SA : Završni rad", Undergraduate 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:145:635318

Metadata
TitleOBLICI MANIPULACIJE POTROŠAČIMA I NAČINI NJIHOVE ZAŠTITE NA PRIMJERU MCDONALD'SA : Završni rad
Title (english)THE FORMS OF CONSUMER MANIPULATION AND THE WAYS OF THEIR PROTECTION ON THE EXAMPLE OF MCDONALD'S : Final paper
AuthorLaura Jahaj
MentorMarija Ham (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2023-09-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Finance
Abstract
Oblici manipulacije potrošačima česti su u poslovanju bilo kojeg poduzeća. Široko su rasprostranjeni i mogu se primjenjivati u različite svrhe. Tema ovog rada je manipulacija potrošačima te njihova zaštita na primjeru McDonald'sa. Kroz rad će se govoriti o samom značenju manipulacije te njenim oblicima. Korištenje raznih metoda marketinškog manipuliranja je današnja svakodnevnica u svrhu promoviranja proizvoda ili nekog brenda. Kontinuirano izlaganje medijima kao što su televizija i društvene mreže značajno je doprinijelo širokoj upotrebi marketinških trikova. Ova tema je izuzetno važna jer se tiče psihologije pojedinca, slobode izražavanja te općeg doživljaja proizvoda. Utjecaj na oblikovanje mišljenja potrošača o nekom brendu provodi se kroz razne strategije kojih bi trebali svi biti svjesni. Neke strategije su lako prepoznatljive te već često korištene, dok postoje i druge koje je gotovo nemoguće zamijetiti. Ljudi koji su skloni prihvaćanju tuđeg mišljena te traženju istoga podložni su raznim vrstama manipulacije. McDonald's predstavlja globalno prepoznatljiv prehrambeni lanac brze hrane. Njegova prepoznatljivost u svijetu usko je vezana s marketingom. Pravi je primjer onoga što zapravo marketing jeste i koji mu je cilj. Važnost u tome predstavlja zaštita potrošača koja je važna tema ekonomskih, pravnih i etičkih razmatranja. Zbog čestih ugroženih prava potrošača poseban značaj treba se pridati poznavanju zakonskih regulativa. Korektno, zakonito i pravedno tržište može se postići samo kroz snažnu zaštitu najslabijih.
Abstract (english)
Forms of consumer manipulation are common in the operations of any business. They are widely spread and can be applied in various spheres. The topic of this paper is consumer manipulation and their protection, using McDonald's as an example. The paper will discuss the meaning of manipulation itself and its various forms. The use of different methods of marketing manipulation has become a daily occurrence in promoting products or brands. Continuous exposure to media such as television and social networks has greatly contributed to the ubiquity of marketing tricks. This topic is highly relevant as it relates to individual psychology, freedom of expression, and the general perception of products. Influencing consumers' opinions about a brand is achieved through various strategies, which everyone should be aware of. Some strategies are easily recognizable and commonly used, while others are almost impossible to detect. People who are inclined to accept the opinions of others and seek validation are susceptible to various forms of manipulation. McDonald's represents a globally recognizable fast food restaurant chain. Its worldwide recognition is closely tied to marketing. It serves as a prime example of what marketing truly is and what its goals are. The importance lies in consumer protection, which is a significant topic in economic, legal, and ethical considerations. Due to the frequent infringement of consumer rights, special attention should be given to understanding legal regulations. A fair, lawful, and just market can only be achieved through strong protection of the most vulnerable.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:635318
Study programmeTitle: Financial Management
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-12-04 07:49:48