Title Reakcije i ponašanje kupaca nakon kupovine
Title (english) Reactions of customer behavior after purchase
Author Manuel Ilić
Mentor Dražen Alerić (mentor)
Committee member Dragan Benazić (predsjednik povjerenstva)
Committee member Dražen Alerić (član povjerenstva)
Committee member Erik Ružić (član povjerenstva)
Granter University of Pula (Faculty of economics and tourism "Dr. Mijo Mirković") Pula
Defense date and country 2018-02-13, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Economics Marketing
Abstract U ovome radu pažnja je usmjerena na reakcije i ponašanje kupaca nakon kupovine. Ponašanje potrošača predstavlja mladu disciplinu koja se počinje proučavati sredinom dvadesetog stoljeća. Marketinška koncepcija objedinjuje proces zadovoljavanja potreba potrošača koji kupovinom utječu na stvaranje proizvodnje. Razvoj suvremene tehnologije omogućava potrošaču nove uvide u potrošnju i posjedovanje brojnih informacija o proizvodima i proizvođačima pa je danas marketing odnosa sve više prihvaćen na tržištu poslovne ali i osobne potrošnje. Da bi se razumjele reakcije i ponašanje potrošača nakon kupovine u radu se definira ponašanje potrošača, informacije i potrošačeve odluke o kupovini, povezanost marketinške komunikacije sa ponašanjem potrošača, istraživanje ponašanja potrošača te odnos ponašanja potrošača i elektroničke komunikacije. Nadalje, detaljno je razrađeno ponašanje kupaca nakon kupovine, marketinške strategije poslijekupovne faze, poslijekupovno vrjednovanje, zadržavanje potrošača te raspolaganje proizvodom. U radu je također provedena on – line upitnika, kao metoda kvantitativnog istraživanja koja je provedena na ispitanicima (121). Istraživanje u prikazano je kritičkim stajalištima autora.
Abstract (english) In this paper attention is focused on the reactions and behavior of customers after purchasing. Consumer behavior is a young discipline that begins to be studied in the mid-twentieth century. The marketing concept combines the process of satisfying the needs of consumers that make purchases influence production creation. The development of modern technology enables the consumer to gain new insight into the consumption and possession of numerous information on products and manufacturers, so today marketing relations are increasingly accepted in the business and personal consumption market. In order to exchange reactions and behavior of consumers after purchasing, the work defines consumer behavior, information and consumer buying decisions, the relationship between marketing communication with consumer behavior, consumer behavioral behavior, consumer behavior and electronic communication. In addition, customer behavior after purchasing, in-depth marketing strategy, post-graduate evaluation, consumer retention, and product disposal are further elaborated. An on - line survey was also conducted as a method of quantitative research conducted on respondents (121). Survey research is presented in critical positions of the author.
Keywords
ponašanje potrošača
marketinška komunikacija
poslijekupovna faza
poslijekupovno vrednovanje
zadržavanje potrošača
raspolaganje proizvodom
Keywords (english)
consumer behavior
marketing communication
post-trade phase
post-market valuation
consumer retention
product availability
Language croatian
URN:NBN urn:nbn:hr:137:442379
Study programme Title: Business Economics; specializations in: Finance, Accounting and Auditing, Marketing Management, Management and Entrepreneurship, Tourism, Business Informatics Course: Management and Entrepreneurship Study programme type: university Study level: undergraduate Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resource Text
File origin Born digital
Access conditions Open access
Terms of use
Created on 2018-04-30 08:31:06