prikaz prve stranice dokumenta Utjecaj demografskih karakteristika potrošača na proces donošenja odluke o kupovini
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master's thesis
Utjecaj demografskih karakteristika potrošača na proces donošenja odluke o kupovini
Zagreb: University of Zagreb, Faculty of Economics and Business, 2016. urn:nbn:hr:148:549028
Rakarić, Jelena
University of Zagreb
Faculty of Economics and Business

Institutional repository: REPEFZG

Cite this document

Rakarić, J. (2016). Utjecaj demografskih karakteristika potrošača na proces donošenja odluke o kupovini (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:549028

Rakarić, Jelena. "Utjecaj demografskih karakteristika potrošača na proces donošenja odluke o kupovini." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2016. https://urn.nsk.hr/urn:nbn:hr:148:549028

Rakarić, Jelena. "Utjecaj demografskih karakteristika potrošača na proces donošenja odluke o kupovini." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2016. https://urn.nsk.hr/urn:nbn:hr:148:549028

Rakarić, J. (2016). 'Utjecaj demografskih karakteristika potrošača na proces donošenja odluke o kupovini', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 03 November 2024, https://urn.nsk.hr/urn:nbn:hr:148:549028

Rakarić J. Utjecaj demografskih karakteristika potrošača na proces donošenja odluke o kupovini [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2016 [cited 2024 November 03] Available at: https://urn.nsk.hr/urn:nbn:hr:148:549028

J. Rakarić, "Utjecaj demografskih karakteristika potrošača na proces donošenja odluke o kupovini", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2016. Available at: https://urn.nsk.hr/urn:nbn:hr:148:549028

Metadata
TitleUtjecaj demografskih karakteristika potrošača na proces donošenja odluke o kupovini
Title (english)The influence of consumers demographic characteristics on buying-decision making process
AuthorJelena Rakarić
MentorIvana Štulec (mentor)
Committee memberKristina Petljak (predsjednik povjerenstva)
Committee memberHelena Miloloža (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
Zagreb
Defense date and country2016-09-27, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Proučavanjem ponašanja potrošača istražuje se utjecaj različitih čimbenika na proces donošenja odluke o kupovini. Riječ je o složenom procesu koji obuhvaća prepoznavanje potrebe koju treba zadovoljiti, traženje informacija o proizvodu, vrednovanje alternativa, kupovinu proizvoda te poslijekupovno vrednovanje. Cilj ovog rada je istražiti utjecaj demografskih karakteristika potrošača na proces donošenja odluke o kupovini. Promjene u društvu kao što su starenje stanovništva, pad nataliteta, manji broj sklopljenih brakova, rast broja zaposlenih žena te porast samaćkih kućanstava su teme demografskih istraživanja te su od velike važnosti za maloprodavače jer se takvim podacima koriste pri oblikovanju svoje strategije. U okviru demografskih karakteristika ispitati će se varijable kao što su dob, spol, obitelj, zanimanje, prihodi i obrazovanje i na temelju njih će se odrediti segmenti potrošača te njihove kupovne navike. Provedeno je primarno istraživanje na uzorku od 71 ispitanika kojim se nastojalo ispitati utjecaj dobi i spola na kupovno odlučivanje. Rezultati su pokazali da ispitanike svih životnih dobi na kupovinu najčešće potiče kvar i zastarjelost proizvoda, da su im najbitnije informacije dobivene od obitelji ili prijatelja te da su im najvažniji kriteriji kvaliteta i popusti. Mlađim potrošačima su bitni Internet i društvene mreže kao izvor informacija dok se stariji potrošači oslanjaju na vlastito iskustvo. Žene i muškarci su pokazali slično kupovno ponašanje te su im cijena i kvaliteta glavni kriteriji pri kupovini proizvoda.
Abstract (english)
Research of consumer behaviour explores the influence of various factors on buying- decision making process. It is a complex process which consists of problem identification, information search, alternatives evaluation, purchasing decision and post- evaluation. The aim of this study is to determine the influence of demographic characteristics on buying- decision making process. Changes in society like population ageing, birthrate declining, fewer marriages, increase in the number of employed women, increase in single- person households are issues of demographic researches which are very important to retailers because they consider these information upon strategy formulation. Within the demographic characteristics will be examined variables such as age, gender, family, profession, revenue and education and based upon them define consumer segmentation and their purchase habits. The study was conducted on a sample of 71 respondents and its purpose was to examine the influence of age and gender on buying- decision. Results indicated that respondents of all ages most often purchase because of product damage or obsolescence, that information given from family and friends are most valuable to them and that quality and discounts are most important criteria. Young consumers use information from the Internet and social networks while older consumers rely on their own experience. Women and men showed similar buying behaviour and that price and quality are main criteria while purchasing.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:549028
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 on2016-12-15 11:55:33