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undergraduate thesis
Osobni čimbenici i ponašanje potrošača
Dubrovnik: University of Dubrovnik, 2022. urn:nbn:hr:155:809695
Ćibarić, Karla
University of Dubrovnik
Department of Economics and Business Economics

Institutional repository: Repository of the University of Dubrovnik

Cite this document

Ćibarić, K. (2022). Osobni čimbenici i ponašanje potrošača (Undergraduate thesis). Dubrovnik: University of Dubrovnik. Retrieved from https://urn.nsk.hr/urn:nbn:hr:155:809695

Ćibarić, Karla. "Osobni čimbenici i ponašanje potrošača." Undergraduate thesis, University of Dubrovnik, 2022. https://urn.nsk.hr/urn:nbn:hr:155:809695

Ćibarić, Karla. "Osobni čimbenici i ponašanje potrošača." Undergraduate thesis, University of Dubrovnik, 2022. https://urn.nsk.hr/urn:nbn:hr:155:809695

Ćibarić, K. (2022). 'Osobni čimbenici i ponašanje potrošača', Undergraduate thesis, University of Dubrovnik, accessed 12 July 2024, https://urn.nsk.hr/urn:nbn:hr:155:809695

Ćibarić K. Osobni čimbenici i ponašanje potrošača [Undergraduate thesis]. Dubrovnik: University of Dubrovnik; 2022 [cited 2024 July 12] Available at: https://urn.nsk.hr/urn:nbn:hr:155:809695

K. Ćibarić, "Osobni čimbenici i ponašanje potrošača", Undergraduate thesis, University of Dubrovnik, Dubrovnik, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:155:809695

Metadata
TitleOsobni čimbenici i ponašanje potrošača
Title (english)Personal Factors and Consumer Behaviour
AuthorKarla Ćibarić
MentorIvana Pavlić (mentor)
Committee memberBarbara Puh (predsjednik povjerenstva)
Committee memberMarija Dragičević (član povjerenstva)
GranterUniversity of Dubrovnik
(Department of Economics and Business Economics)
Dubrovnik
Defense date and country2022-06-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Marketinški stručnjaci i poslovni subjekti kojima je cilj plasirati i prezentirati svoj proizvod ili uslugu na najbolji način trebaju prije toga, a kako bi bili uspješni u tome, istražiti tržište potrošača. Na ponašanje potrošača, između ostalih čimbenika, utječu osobni čimbenici. Pod osobne čimbenike podrazumijevaju se motivi, percepcija, stavovi, stil života, vrijednosti, ličnost te znanje. Motivi potiču čovjeka na određene radnje te je prilikom proučavanja ponašanja potrošača često korištena Maslowljeva hijerarhija potreba koja govori što je to potaklo potrošača da se odluči na neki proizvod. Percepcija je bitna prilikom pozicioniranja proizvoda jer daje odgovor na pitanje kako potrošači gledaju na neki proizvod. Stavovi, stil života, vrijednost i ličnost potrošača stvaraju određeno mišljenje vezano za neki proizvod te je prema tim čimbenicima efikasno odrediti segmentaciju tržišta. Znanje se može steći na temelju informacija koje pojedinac može pronaći i iskustva koja je doživio. Može si postaviti pitanja kako i gdje kupiti neki proizvod, kako ga koristiti i slično. Utjecaj osobnih čimbenika na ponašanje potrošača mogu pomoći marketinškim stručnjacima u segmentaciji potrošača i pri ponudi određenog proizvoda u raznim granama, industrijama i poduzećima. U primjeru ovog rada prožeti su kroz modnu industriju uz zaseban primjer industrije visoke mode.
Abstract (english)
Marketing professionals, business entities whose goal is to place and present their product or service in the best way, should first, in order to be successful in doing this, research the consumer market. Consumer behaviour, among other factors, is influences by personal factors. Personal factors include motives, perceptions, attitudes, lifestyle, values, personality and knowledge. Motives motivate a person to certain actions, and Maslow's hierarchy of needs is often used when studying consumer behaviour, which shows why the customer decided to buy a certain product. Perception is important in positioning a product because it provides an answer to the question of how consumers view a product. Consumer attitudes, lifestyles, values and personalities created a certain opinion related to a product and it is effective to determine market segmentation according to these factors. Knowledge can be acquired on the basis of information and experience, and it can answer to the questions: how and where to buy a product and how to use it. The influence of personal factors on consumer behaviour could help marketing professionals in consumer segmentation and in offering a particular product in various industries and companies. In the example of this paper they are permeated through the fashion industry with a separate example of the haute couture industry.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:155:809695
Study programmeTitle: Business Economics; specializations in: Tourism, Marketing, International Trade, IT Management
Course: Marketing
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) poslovne ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-09-23 09:30:23