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master's thesis
Racionalna i emocionalna kupnja
Koprivnica: University North, 2021. urn:nbn:hr:122:542930
Karol, Sara
University North
University centre Varaždin
Department of Business Economics

Institutional repository: University North Digital Repository

Cite this document

Karol, S. (2021). Racionalna i emocionalna kupnja (Master's thesis). Koprivnica: University North. Retrieved from https://urn.nsk.hr/urn:nbn:hr:122:542930

Karol, Sara. "Racionalna i emocionalna kupnja." Master's thesis, University North, 2021. https://urn.nsk.hr/urn:nbn:hr:122:542930

Karol, Sara. "Racionalna i emocionalna kupnja." Master's thesis, University North, 2021. https://urn.nsk.hr/urn:nbn:hr:122:542930

Karol, S. (2021). 'Racionalna i emocionalna kupnja', Master's thesis, University North, accessed 18 November 2024, https://urn.nsk.hr/urn:nbn:hr:122:542930

Karol S. Racionalna i emocionalna kupnja [Master's thesis]. Koprivnica: University North; 2021 [cited 2024 November 18] Available at: https://urn.nsk.hr/urn:nbn:hr:122:542930

S. Karol, "Racionalna i emocionalna kupnja", Master's thesis, University North, Koprivnica, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:122:542930

Metadata
TitleRacionalna i emocionalna kupnja
Title (english)Rational and emotional buying
AuthorSara Karol
MentorDijana Vuković (mentor)
Committee memberAnica Hunjet (predsjednik povjerenstva)
Committee memberJoško Lozić (član povjerenstva)
Committee memberDijana Vuković (član povjerenstva)
GranterUniversity North
(University centre Varaždin)
(Department of Business Economics)
Koprivnica
Defense date and country2021-03-12, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Na tržištu koje je prepuno različitih, ali i istih proizvoda, potrošači svakodnevno donose odluke o kupnji. Za koju marku će se potrošač odlučiti, često ovisi o emocijama kojih oni sami ponekad nisu svjesni. Možda najvažnija karakteristika emocija je ta da potiču na akciju. Kao odgovor na emociju, potrošači su prisiljeni nešto poduzeti, a to nerijetko bude kupovina. Impulzivna kupnja često je potaknuta emocijama potrošača te se može zaključiti kako je zadatak marketera i proi-zvođača proučiti njihovo ponašanje i prema tome kreirati strategiju koja će povećati njihovu prodaju. Što utječe na ponašanje potrošača te na koji način donose odluke prikazuje se u ovom radu. Teorijski dio ponašanja potrošača, faze ponašanja, čimbenici koji utječu na ponašanje, kao i modeli ponašanja te uvid u racionalno i emocionalno ponašanje, teme su koje su prikazane kroz rada kako bi bilo vidljivo što je poznato o potrošačima kao posebnom segmentu koji je potrebno konstantno istraživati. Srž rada je empirijsko istraživanje gdje je vidljivo na koji način potrošači, odnosno ispitanici donose odluke i što utječe na njihovu impulzivnu kupnju.
Abstract (english)
In a market that is full of different but also the same products, consumers make purchasing decisions everyday. Which brand consumers choose will often depend on feelings they them-selves are often not aware of. Perhaps the most important characteristic of emotion is that it stimulates action. In response to emotion, consumers are forced to do something, and this is often a purchase. Impulsive shopping is often triggered by consumer emotions and it can be concluded that the task of marketers and manufacturers is to study their behavior and there-fore create a strategy that will increase their sales. What are made is presented in this paper. The theoretical part of consumer behavior, stages of behavior, factors influencing behavior, as well as patterns of behavior and insight into rational and emotional behavior, are topics that are sought to present through the paper to see what is known about consumers as a special se-gment that needs constant research. The core of the paper is empirical research where it is vi-sible how consumers, ierespondents make decisions and what influences their impulsive shop-ping
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:122:542930
Study programmeTitle: Business Economics; specializations in: Tourism and International Trade
Course: Tourism and International Trade
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-03-23 13:54:25