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undergraduate thesis
OSJETILNI MARKETING I PONAŠANJE POTROŠAČA
Završni rad
Split: University of Split, Faculty of economics Split, 2017. urn:nbn:hr:124:832387
Ćuk, Andrea
University of Split
Faculty of economics Split

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Ćuk, A. (2017). OSJETILNI MARKETING I PONAŠANJE POTROŠAČA : Završni rad (Undergraduate thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:832387

Ćuk, Andrea. "OSJETILNI MARKETING I PONAŠANJE POTROŠAČA : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2017. https://urn.nsk.hr/urn:nbn:hr:124:832387

Ćuk, Andrea. "OSJETILNI MARKETING I PONAŠANJE POTROŠAČA : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2017. https://urn.nsk.hr/urn:nbn:hr:124:832387

Ćuk, A. (2017). 'OSJETILNI MARKETING I PONAŠANJE POTROŠAČA : Završni rad', Undergraduate thesis, University of Split, Faculty of economics Split, accessed 20 November 2024, https://urn.nsk.hr/urn:nbn:hr:124:832387

Ćuk A. OSJETILNI MARKETING I PONAŠANJE POTROŠAČA : Završni rad [Undergraduate thesis]. Split: University of Split, Faculty of economics Split; 2017 [cited 2024 November 20] Available at: https://urn.nsk.hr/urn:nbn:hr:124:832387

A. Ćuk, "OSJETILNI MARKETING I PONAŠANJE POTROŠAČA : Završni rad", Undergraduate thesis, University of Split, Faculty of economics Split, Split, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:124:832387

Metadata
TitleOSJETILNI MARKETING I PONAŠANJE POTROŠAČA : Završni rad
AuthorAndrea Ćuk
MentorNaven Šerić (mentor)
MBZ: 284496
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2017-03, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U ovom radu se opisuje utjecaj osjetilnog marketinga u suvremenom marketingu. Analizira se utjecaj pet ljudskih osjetila (vid, sluh, okus, dodir, miris) na potrošače. Također se opisuje način i mogućnosti mjerenja čula te razni alati koji mogu pripomoći pri određivanju utjecaja određenih karakteristika proizvoda i usluga na kupca. Svrha ovog završnog rada je razumijevanje bitnosti i utjecajnosti osjetilnog marketinga u današnjem svijetu, te njegov potencijal da privuče što veći broj kupaca i da oni postanu lojalni potrošači. Te osvrnuti pažnju marketinških stučnjaka na značaj ovog alata neuromarketinga koji će u budućnosti imati sve veći utjecaj u marketingu. Osnovni cilj rada je predstaviti mogućnosti i načine primjene osjetilnog marketinga u komuniciranju s ciljanim kupcima. Nastoje se utvrditi elementi koji utječu na potošača i njegovo donošenje odluke o kupnji, odnosno utvrditi elemente koji utječu na odustajanje od kupnje.
Abstract (english)
This paper describes the influence of sensory marketing in modern marketing. In this final thesis we analyzed the influence of five human senses (vision, hearing, taste, touch, smell) on consumers. It also describes the way and the possibilities of measuring the senses and various tools that can help to determine the influence of certain characteristics of products and services on the customer. The purpose of this final thesis is to understand the importance and influence of sensory marketing in today's world and its potential to attract as many customers as possible and to become loyal buyer. Also marketing experts need to keep in mind the importance of this neuromarketing tool which will have an ever greater impact on marketing in the future. The main aim of the paper is to present the possibilities and ways of using sensory marketing in communicating with targeted customers. It tries to identify the elements that affect the tumbler and its decision to buy, or to identify elements that affect the withdrawal from the purchase.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:832387
Study programmeTitle: Business Studies
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 on2017-09-20 07:15:57