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undergraduate thesis
Primjena osjetilnog marketinga u kontekstu kupovnog ponašanja
Zagreb: University of Zagreb, Faculty of Economics and Business, 2024. urn:nbn:hr:148:373251
Joskić, Ana
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Joskić, A. (2024). Primjena osjetilnog marketinga u kontekstu kupovnog ponašanja (Undergraduate thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:373251

Joskić, Ana. "Primjena osjetilnog marketinga u kontekstu kupovnog ponašanja." Undergraduate thesis, University of Zagreb, Faculty of Economics and Business, 2024. https://urn.nsk.hr/urn:nbn:hr:148:373251

Joskić, Ana. "Primjena osjetilnog marketinga u kontekstu kupovnog ponašanja." Undergraduate thesis, University of Zagreb, Faculty of Economics and Business, 2024. https://urn.nsk.hr/urn:nbn:hr:148:373251

Joskić, A. (2024). 'Primjena osjetilnog marketinga u kontekstu kupovnog ponašanja', Undergraduate thesis, University of Zagreb, Faculty of Economics and Business, accessed 12 January 2025, https://urn.nsk.hr/urn:nbn:hr:148:373251

Joskić A. Primjena osjetilnog marketinga u kontekstu kupovnog ponašanja [Undergraduate thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2024 [cited 2025 January 12] Available at: https://urn.nsk.hr/urn:nbn:hr:148:373251

A. Joskić, "Primjena osjetilnog marketinga u kontekstu kupovnog ponašanja", Undergraduate thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:148:373251

Metadata
TitlePrimjena osjetilnog marketinga u kontekstu kupovnog ponašanja
Title (english)Application of sensory marketing in the context of the purchasing behaviour
AuthorAna Joskić
MentorAndrea Lučić (mentor)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2024-06-24, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Osjetilni marketing koristi čula za stvaranje emocionalne povezanosti između potrošača i proizvoda, povećavajući angažman, emocionalnu reakciju i odluke o kupovini. Marketinški stručnjaci koriste neuromarketing za bolje razumijevanje potrošačkih reakcija i kreiranje autentičnih, emocionalno značajnih priča koje povezuju potrošače s markom. Emocionalne veze i percepcije ključne su u donošenju odluka, pa je važno pažljivo oblikovati kampanje koje izazivaju pozitivne reakcije. Zadovoljstvo potrošača i njihova lojalnost ključni su za dugoročni uspjeh, što se postiže stvaranjem ugodnog iskustva. Osjetilni marketing omogućava diferencijaciju na tržištu i povećanje prodaje kroz inovativne podražaje koji privlače pažnju i ostavljaju trajan dojam.
Abstract (english)
Sensory marketing uses the senses to create an emotional connection between consumers and products, increasing engagement, emotional response, and purchasing decisions. Marketing experts use neuromarketing to better understand consumer reactions and create authentic, emotionally significant stories that connect consumers with brands. Emotional bonds and perceptions are crucial in decision-making, so it is important to carefully design campaigns that evoke positive reactions. Customer satisfaction and loyalty are key to long-term success, achieved by creating a pleasant experience. Sensory marketing enables differentiation in the market and increases sales through innovative stimuli that attract attention and leave a lasting impression.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:373251
Study programmeTitle: /
Study programme type: professional
Study level: undergraduate
Academic / professional title: prvostupnik (baccalaureus) ekonomije/prvostupnica (baccalaurea) ekonomije (prvostupnik (baccalaureus) ekonomije/prvostupnica (baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2024-06-24 13:45:15