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master's thesis
Istraživanje čimbenika pri odabiru marke osobnog automobila
Zagreb: University of Zagreb, Faculty of Economics and Business, 2020. urn:nbn:hr:148:062241
Ivanišević, Petra
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Ivanišević, P. (2020). Istraživanje čimbenika pri odabiru marke osobnog automobila (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:062241

Ivanišević, Petra. "Istraživanje čimbenika pri odabiru marke osobnog automobila." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2020. https://urn.nsk.hr/urn:nbn:hr:148:062241

Ivanišević, Petra. "Istraživanje čimbenika pri odabiru marke osobnog automobila." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2020. https://urn.nsk.hr/urn:nbn:hr:148:062241

Ivanišević, P. (2020). 'Istraživanje čimbenika pri odabiru marke osobnog automobila', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 31 July 2024, https://urn.nsk.hr/urn:nbn:hr:148:062241

Ivanišević P. Istraživanje čimbenika pri odabiru marke osobnog automobila [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2020 [cited 2024 July 31] Available at: https://urn.nsk.hr/urn:nbn:hr:148:062241

P. Ivanišević, "Istraživanje čimbenika pri odabiru marke osobnog automobila", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:148:062241

Metadata
TitleIstraživanje čimbenika pri odabiru marke osobnog automobila
Title (english)Research of key factors when selecting a personal car brend
AuthorPetra Ivanišević
MentorZoran Krupka (mentor)
MBZ: 269582
Committee memberSunčana Piri Rajh (predsjednik povjerenstva)
Committee memberSandra Horvat (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2020-06-18, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Potrošač prilikom kupovine određenog proizvoda ne kupuje samo taj proizvod već i marku. Danas je gotovo ne moguće pronaći kategoriju proizvoda gdje nisu prisutne marke. U ovom radu fokus se stavlja na automobilsku industriju te na čimbenike koji utječu na potrošača pri odabiru marke automobila. Čimbenici koji se teorijski analiziraju su svijest o marki, cijena, atributi automobila, emocionalna povezanost, dostupnost i vanjski utjecaji. Ono što ovaj rad želi dokazati jest da je izbor marke pod utjecajem više čimbenika. Sukladno tome u radu je provedeno istraživanje na prigodnom uzorku u kojem je sudjelovalo 85 ispitanika sa područja grada Zagreba. Provedenim istraživanjem je utvrđeno da su čimbenici koji utječu na odabir marke osobnog automobila atributi automobila, cijena i svijest o marki.
Abstract (english)
When buying a certain product, the consumer not only buys that product but also the brand. Today, it is almost impossible to find a product category where brands are not present. This paper focuses on the automotive industry and the factors that influence the consumer when choosing a car brand. Factors that are theoretically analyzed are brand awareness, price, car attributes, emotional connection, availability, and external influences. What this paper seeks to prove is that brand choice is influenced by multiple factors. Accordingly, a paper was conducted on a suitable sample in which 85 respondents from the area of the city of Zagreb participated. The research found that the factors influencing the choice of a car brand are the attributes of the car, price and brand awareness.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:062241
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 on2020-06-23 10:31:43