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master's thesis
Cjenovna osjetljivost i stavovi potrošača o poklon proizvodima prilikom kupnje kozmetičkih proizvoda
Zagreb: University of Zagreb, Faculty of Economics and Business, 2019. urn:nbn:hr:148:688129
Lovasić, Nikolina
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Lovasić, N. (2019). Cjenovna osjetljivost i stavovi potrošača o poklon proizvodima prilikom kupnje kozmetičkih proizvoda (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:688129

Lovasić, Nikolina. "Cjenovna osjetljivost i stavovi potrošača o poklon proizvodima prilikom kupnje kozmetičkih proizvoda." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2019. https://urn.nsk.hr/urn:nbn:hr:148:688129

Lovasić, Nikolina. "Cjenovna osjetljivost i stavovi potrošača o poklon proizvodima prilikom kupnje kozmetičkih proizvoda." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2019. https://urn.nsk.hr/urn:nbn:hr:148:688129

Lovasić, N. (2019). 'Cjenovna osjetljivost i stavovi potrošača o poklon proizvodima prilikom kupnje kozmetičkih proizvoda', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 24 November 2024, https://urn.nsk.hr/urn:nbn:hr:148:688129

Lovasić N. Cjenovna osjetljivost i stavovi potrošača o poklon proizvodima prilikom kupnje kozmetičkih proizvoda [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2019 [cited 2024 November 24] Available at: https://urn.nsk.hr/urn:nbn:hr:148:688129

N. Lovasić, "Cjenovna osjetljivost i stavovi potrošača o poklon proizvodima prilikom kupnje kozmetičkih proizvoda", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:148:688129

Metadata
TitleCjenovna osjetljivost i stavovi potrošača o poklon proizvodima prilikom kupnje kozmetičkih proizvoda
Title (english)Consumer price sensitivity and attitudes on bonus products when purchasing cosmetic products
AuthorNikolina Lovasić
MentorSunčana Piri Rajh (mentor)
MBZ: 246604
Committee memberTanja Komarac (predsjednik povjerenstva)
Committee memberAna Tkalac Verčič (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2019-09-23, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Poklon proizvodi predstavljaju nemonetarni oblik unapređenja prodaje na prodajnim mjestima koji čine jednu od ukupno tri kategorije unapređenja prodaje. Oni su postali učestala praksa kod unapređenja prodaje i poticaja kupaca na kupnju. Poklon proizvode moguće je podijeliti na komplementarne i nekomplementarne prema stupnju povezanosti oglašavanog i poklon proizvoda. Radom je istraživana cjenovna osjetljivost potrošača, kao i stavovi potrošača o poklon proizvodima na koje ostvaruju pravo kupnjom kozmetičkog proizvoda. Stavovi su promatrani kroz tri komponente kojima je istraživan utjecaj na ponašanje potrošača. Stavovi potrošača o poklon proizvodima pokazali su se pozitivnima, i ukazuju na to da potrošači vole kupovati kozmetičke proizvode uz koje ostvaruju pravo na poklon proizvode. No, oni kvalitetu i atraktivnost tih poklon proizvoda smatraju osrednjom zbog čega ih oni često neće potaknuti na kupnju. Dobiveni rezultati moći će kao okvirne smjernice (zbog indikativnosti rezultata provedenog istraživanja) poslužiti marketinškim stručnjacima i poduzećima koja se bave proizvodnjom i/ili prodajom kozmetičkih proizvoda, a koja uključuje aktivnosti unapređenja prodaje poput ponude poklon proizvoda.
Abstract (english)
Bonus products are a non-monetary form of commercial sales promotion activities that form one of a total of three categories of sales promotion activities. They have become a common practice in sales promotion activities and customer incentives for purchase. Bonus products can be divided into complementary and non-complementary according to the degree of correlation between the advertised and the bonus product. This paper explores consumer price sensitivity as well as consumer attitudes about bonus products to which they are entitled by purchasing advertised cosmetic products. Attitudes were observed through its three components that explored the impact on consumer behavior. Consumers' views on bonus products have proven to be positive, indicating that consumers like to buy cosmetic products with which they are entitled to bonus products. Consumers consider the quality and attractiveness of these bonus products to be mediocre, which is why they will often not be encouraged to buy them. The results obtained will be able to serve as a guideline (due to the indicativeness of the results of the conducted research) to marketers and companies involved in the production and/or sale of cosmetic products, which includes sales promotion activities in the form of offering a bonus product.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:688129
Study programmeTitle: Business Economics; specializations in: Finance, Accounting, Marketing, Organization and management, Trade, Tourism, Analysis and Business planning, Business informatics
Course: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: diplomirani/a ekonomist/ekonomistica (diplomirani/a ekonomist/ekonomistica)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2019-09-23 09:52:16