Title Kupovno ponašanje potrošača i organizacijskih kupaca
Title (english) Consumer and organizational buying behaviour
Author Jasmina Hajdarović
Mentor Erik Ružić (mentor)
Committee member Dragan Benazić (predsjednik povjerenstva)
Committee member Erik Ružić (član povjerenstva)
Committee member Dražen Alerić (član povjerenstva)
Granter University of Pula (Faculty of economics and tourism "Dr. Mijo Mirković") Pula
Defense date and country 2018-09-17, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Economics Marketing
Abstract Ponašanje potrošača je proces koji je složen, jer je svaki potrošač jedinstven. Potrošač je osoba koja kupuje proizvode i usluge stvorene od gospodarskog sustava, on je društveno i kulturno biće. Potrošač nužno ne mora biti samo osoba, već može biti poduzeće i određena institucija, koje zovemo organizacijske kupce. Krajnji i organizacijski kupci svakodnevno donose odluke vezane uz proces razmijene i potrošnje proizvoda i usluga. Prilikom donošenja odluke o kupovini na svakog krajnjeg i organizacijskog kupca utječu određeni čimbenici. Tako na ponašanje krajnjih potrošača utječu društveni, osobni i psihološki čimbenici, dok na organizacijske kupce to su čimbenici okružja, čimbenici organizacije, međusobni čimbenici, te unutarosobni čimbenici. Kupci kada prepozna problem, potrebu ili potencijalne prilike dolazi do procesa odlučivanja o kupovini. Donošenje odluke potrošača je složen proces, odnosno ovisi da li se radi o prvoj kupovini ili rutinskoj kupovini tako varira složenost ponašanja potrošača. Proces donošenja odluke o kupovini i kod krajnjih potrošača i organizacijskih kupaca obuhvaća nekoliko faze odlučivanja, a to su spoznaja problema, traženja informacija, vrjednovanje informacija, kupovina, te poslijekupovno ponašanje. Kako tehnologija napreduje tako je Internet postao sve popularniji u kupovini, ne samo za krajnje potrošače, već i za organizacijske kupce. Udio korisnika koji obavljaju kupovinu preko Internet iz dana u dan raste. Stvaranje novih odnosa preko Interneta potaknulo je postojeća poduzeća sa klasičnim načinom poslovanja širiti svoje poslovanje na Internetu.
Abstract (english) A consumer behaviour is very complicated process because every consumer is unique. A consumer is a person that buys products and services produced by economic system and it is a social and a cultural beaing. Consumer doesn't necessary have to be a person but it also can be a company or an instution and that type of consumers we call organisational customers. Final and organisational customers decide daily about exchange process and consumption products and services. There are a lot of factors that affect on a final or organisational customer decision what to buy, e.g. for final customers are important social, personal and psychological factors and for organisational customers are most important district factors, organisational factors, interrelation factors and personal factors.
A customer decides to buy when recognizes a problem, a need or potential opportunities. Making a decision to buy something is a very complicated process and it is differnt for a first or a routine purchase and also has few phases – recognizing the problem, search for information, information validation, purchase and post purchase behaviour.
As technology improves, the Internet is becoming more and more popular for purchases and not only for final customers but also for organisational customers. The number of customers that purchase online is growing every day.
Building trust and creating relationships on the Internet is encouraging a lot of companies to expand their business online.
Keywords
tržište
krajnji potrošač
organizacijski kupac
ponašanje potrošača
čimbenici
kupovina
Internet kupovina
Keywords (english)
market
final customer
organisational customer
customer behaviour
factors
purchase
internet shopping
Language croatian
URN:NBN urn:nbn:hr:137:198948
Study programme Title: Business Economics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics Course: Marketing Management Study programme type: university Study level: graduate Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resource Text
File origin Born digital
Access conditions Open access
Terms of use
Created on 2018-09-24 16:11:53