prikaz prve stranice dokumenta Utjecaj emocionalnih i racionalnih apela na stav potrošača o marki deterdženta
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master's thesis
Utjecaj emocionalnih i racionalnih apela na stav potrošača o marki deterdženta
Zagreb: University of Zagreb, Faculty of Economics and Business, 2019. urn:nbn:hr:148:324137
Grđan, Marija
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Grđan, M. (2019). Utjecaj emocionalnih i racionalnih apela na stav potrošača o marki deterdženta (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:324137

Grđan, Marija. "Utjecaj emocionalnih i racionalnih apela na stav potrošača o marki deterdženta." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2019. https://urn.nsk.hr/urn:nbn:hr:148:324137

Grđan, Marija. "Utjecaj emocionalnih i racionalnih apela na stav potrošača o marki deterdženta." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2019. https://urn.nsk.hr/urn:nbn:hr:148:324137

Grđan, M. (2019). 'Utjecaj emocionalnih i racionalnih apela na stav potrošača o marki deterdženta', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 10 July 2024, https://urn.nsk.hr/urn:nbn:hr:148:324137

Grđan M. Utjecaj emocionalnih i racionalnih apela na stav potrošača o marki deterdženta [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2019 [cited 2024 July 10] Available at: https://urn.nsk.hr/urn:nbn:hr:148:324137

M. Grđan, "Utjecaj emocionalnih i racionalnih apela na stav potrošača o marki deterdženta", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:148:324137

Metadata
TitleUtjecaj emocionalnih i racionalnih apela na stav potrošača o marki deterdženta
Title (english)The influence of emotional and rational appeals on the consumer attitude about brands of detergents
AuthorMarija Grđan
MentorGoran Vlašić (mentor)
MBZ: 265372
Committee memberSunčana Piri Rajh (predsjednik povjerenstva)
Committee memberZoran Krupka (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2019-09-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Oglašavanje je masovni oblik plaćene komunikacije čiji je cilj informiranje, podsjećanje i poticanje potencijalnog potrošača na određenu akciju. Danas je oglašavanje prisutno u našem svakodnevnom životu i postalo je jedno od najbitnijih komercijalnih aktivnosti koje poduzeće radi jer konkurencija nikad nije bila snažnija. Poduzeća putem oglašavačkih poruka žele potaknuti potrošače na akciju, odnosno stvoriti želju kod potrošača za određenim dobrom. Kako bi oglašavanje bilo uspješno, ono mora imati snažnu poruku, apel. Koji apel može lakše privući pažnju potrošača i stvoriti želju? Prije svega, bitno je poznavati svoje potrošače kako bi znali koji će apeli biti najefektivniji prilikom oglašavanja. Glavna podjela apela je na racionalne i emocionalne apele. Racionalni apeli potječu od tradicionalnih komunikacijskih modela gdje potrošač donosi racionalne i logične odluke na temelju koristi proizvoda ili usluge. Emocionalni apeli ciljaju na psihološke ili socijalne potrebe potrošača, što znači da pokušavaju izazvati pozitivne ili negativne emocije koje bi mogle dovesti do kupnje. Bitno je poznavanje svojih potrošača, njihovih stavova i preferencija, kako bi se koristili ispravni apeli u oglašavanju. Istraživanje u ovom radu prikazuje utjecaj emocionalnih i racionalnih apela na stav potrošača u kategoriji deterdženata. Kategorija deterdženta je dio FMCG industrije i većina potrošača se odlučuje za kupnju određene marke tek u prodavaonici. Ovo istraživanje prikazuje u kojoj mjeri oglasi uopće utječu na izbor marke te u kojoj mjeri utječu ostale stavke, kao cijena ili preporuka. Također, u istraživanju se mjeri utjecaj emocionalnih i racionalnih apela na stav potrošača o određenoj marki deterdženta. Vezano za stav, ako je pozitivan, hoće li to biti dovoljan poticaj da se potrošač odluči upravo za tu određenu marku deterdženta? Ovo istraživanje daje bolji uvid stručnjacima u industriji deterdženata što zapravo utječe na stav potrošača prilikom kupnje deterdženta te koji apeli su učinkovitiji prilikom oglašavanja.
Abstract (english)
Advertising is a form of paid communication aimed to inform, remind and encourage a potential consumer to act. Today, advertising is present in our daily lives and has become one of the most important commercial activities of a company because the competition has never been more aggressive. Companies want to persuade consumers to take action through advertising and they want to create desire for certain goods. In order for advertising to be successful, it must have a strong message, appeal. Which appeal can more easily capture consumer attention and create desire? First of all, it is important to know your consumers and then you can know which appeal will be more effective. There are two main appeals, rational and emotional. Rational appeals come from traditional communication models where the consumer makes rational and logical decisions based on the benefits of the products or service. Emotional appeals target the psychological or social needs of consumers, meaning that they try to evoke positive or negative emotions that could lead to purchase. Knowing consumers attitudes and preferences is essential in order to use the right advertising appeal. The research in this paper shows the impact of emotional and rational appeals on consumer attitudes in the detergent industry. The detergent industry is part of the FMCG industry and most consumers decide which brand to buy directly in the store. This research shows how ads influence the choice of brand and the impact of other factors, such as price or recommendation. Also, the study measures the impact of emotional and rational appeals on consumers attitudes about a particular brand of detergent. Even if the attitude towards a brand of detergent is positive, will that be sufficient for the consumer to buy that particular brand? This research gives more insight on what actually affects consumers attitudes when buying detergents and which appeals are more effective when advertising.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:324137
Study programmeTitle: 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 on2019-10-01 06:33:53