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master's thesis
Motivi odabira luksuznih modnih proizvoda kod hrvatskih potrošača
Zagreb: University of Zagreb, Faculty of Economics and Business, 2015. urn:nbn:hr:148:193292
Petković, Antonija
University of Zagreb
Faculty of Economics and Business

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Petković, A. (2015). Motivi odabira luksuznih modnih proizvoda kod hrvatskih potrošača (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:193292

Petković, Antonija. "Motivi odabira luksuznih modnih proizvoda kod hrvatskih potrošača." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2015. https://urn.nsk.hr/urn:nbn:hr:148:193292

Petković, Antonija. "Motivi odabira luksuznih modnih proizvoda kod hrvatskih potrošača." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2015. https://urn.nsk.hr/urn:nbn:hr:148:193292

Petković, A. (2015). 'Motivi odabira luksuznih modnih proizvoda kod hrvatskih potrošača', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 02 September 2024, https://urn.nsk.hr/urn:nbn:hr:148:193292

Petković A. Motivi odabira luksuznih modnih proizvoda kod hrvatskih potrošača [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2015 [cited 2024 September 02] Available at: https://urn.nsk.hr/urn:nbn:hr:148:193292

A. Petković, "Motivi odabira luksuznih modnih proizvoda kod hrvatskih potrošača", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2015. Available at: https://urn.nsk.hr/urn:nbn:hr:148:193292

Metadata
TitleMotivi odabira luksuznih modnih proizvoda kod hrvatskih potrošača
Title (english)Motives of choosing luxury fashion products among croatian consumers
AuthorAntonija Petković
MentorMirko Palić (mentor)
Committee memberMarija Tomašević Lišanin (predsjednik povjerenstva)
Committee memberSunčana Piri Rajh (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
Zagreb
Defense date and country2015-10-15, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Modna industrija svakodnevno nameće nove trendove, što samo po sebi predstavlja izazov prilikom pozicioniranja modnih proizvoda u svijesti potrošača. Ona je alat kojim potrošači osim što zadovoljavaju osnovne potrebe za odijevanjem, zadovoljavaju i potrebe za samoostvarenjem na Maslowljevoj hijerarhiji potreba. Globalna luksuzna modna industrija ravnomjerno je rasla zadnjih 16 godina te se obično smatra jednom od najprivlačnijih i profitabilnih industrija u svijetu. Ovaj rad istražuje koji su motivi („trendsetterski“ motiv, motiv snobizma, motiv neokonformizma, motiv samonagrađivanja, motiv osobnosti, motiv funkcionalnosti) dominantni prilikom odabira luksuznih modnih proizvoda među hrvatskim potrošačima. Istraživanje je provedeno na uzorku od 102 ispitanika pomoću strukturiranog anketnog upitnika. Rezultati među hrvatskim potrošačima pokazuju kako je najdominatniji motiv funkcionalnosti, nakon čega slijedi usmjerenost na privatne (motiv osobnosti, motiv samonagrađivanja), a zatim na društvene motive luksuzne modne potrošnje (motiv neokonformizma, motiv snobizma i „trendsetterski“ motiv).
Abstract (english)
The fashion industry every day creates new trends, which makes challenge of position fashion products in awareness of consumer. It is a tool which helps consumers to satisfy basic needs for dressing and self-actualization on Maslow's hierarchy of needs. The global fashion luxury industry has steady growth over the past 16 years and it is generally believed to be the most appealing and profitable industries in the world. This paper is investigating which motives (bandwagon motive, snob motive, non conformity motive, self-directed pleasure motive, congruity with internal self motive, functional motive) are dominant among Croatian consumers when they select luxury fashion products. Research has been conducted on 102 examinees by structured survey template. The results of the survey show that functional motive is the most dominant, after that orientation of consumers is in private motives (congruity with internal self motive, self-directed pleasure motive) and social motives of luxury fashion consumption (non conformity motive, snob motive and bandwagon motive).
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:193292
Study programmeTitle: Business Economics
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2016-11-16 15:40:53