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undergraduate thesis
Utjecaj oglašavanja na ponašanje u kupovini
Pula: University of Pula, 2018. urn:nbn:hr:137:168053
Bulešić, Kristina
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"

Institutional repository: Digital Repository Juraj Dobrila University of Pula

Cite this document

Bulešić, K. (2018). Utjecaj oglašavanja na ponašanje u kupovini (Undergraduate thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:168053

Bulešić, Kristina. "Utjecaj oglašavanja na ponašanje u kupovini." Undergraduate thesis, University of Pula, 2018. https://urn.nsk.hr/urn:nbn:hr:137:168053

Bulešić, Kristina. "Utjecaj oglašavanja na ponašanje u kupovini." Undergraduate thesis, University of Pula, 2018. https://urn.nsk.hr/urn:nbn:hr:137:168053

Bulešić, K. (2018). 'Utjecaj oglašavanja na ponašanje u kupovini', Undergraduate thesis, University of Pula, accessed 27 December 2024, https://urn.nsk.hr/urn:nbn:hr:137:168053

Bulešić K. Utjecaj oglašavanja na ponašanje u kupovini [Undergraduate thesis]. Pula: University of Pula; 2018 [cited 2024 December 27] Available at: https://urn.nsk.hr/urn:nbn:hr:137:168053

K. Bulešić, "Utjecaj oglašavanja na ponašanje u kupovini", Undergraduate thesis, University of Pula, Pula, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:137:168053

Metadata
TitleUtjecaj oglašavanja na ponašanje u kupovini
Title (english)The influence of advertising on behavior in shopping
AuthorKristina Bulešić
MentorDragan Benazić (mentor)
Committee memberErik Ružić (predsjednik povjerenstva)
Committee memberDragan Benazić (član povjerenstva)
Committee memberAriana Nefat (član povjerenstva)
GranterUniversity of Pula
(Faculty of economics and tourism "Dr. Mijo Mirković")
Pula
Defense date and country2018-12-10, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ponašanje potrošaĉa vrlo je kompleksno podruĉje istraţivanja. Rijeĉ je o dinamiĉnom procesu na koji utjeĉe niz ĉimbenika i na koji je vrlo teško utjecati. Danas organizacije pokušavaju definirati strategije kojima će u najvećoj mjeri utjecati na ponašanje potrošaĉa, kako bi ih potaknula na kupovnu i potrošnju. Ipak, u praksi je to vrlo zahtjevno i izazovno. Oglašavanje se koristi u mnoge svrhe. Prvenstveno se misli na naĉin komunikacije, ali treba istaknuti i informiranje potrošaĉa, podsjećanje i redom dalje. Ono utjeĉe na ponašanje potrošaĉa, no u odreĊenoj mjeri. Uĉinci oglašavanja veći su kod emocionalnih potrošaĉa i potrošaĉa koji su podloţniji vanjskim utjecajima. Provedeno empirijsko istraţivanje potvrĊuje kako je u današnjici osobito teško utjecati na ponašanje potrošaĉa, posebice onih racionalnih. Ipak, potvrĊuje se kako oglašavanje predstavlja relativno uĉinkovit instrument podsjećanja, informiranja i stimuliranja potrošaĉa.
Abstract (english)
Consumer behavior is a very complex area of research. It is a dynamic process that is influenced by a number of factors and which is very complex. Today, organizations are trying to define strategies that will mostly influence consumer behavior to drive them into shopping and spending. However, in practice it is very demanding and challenging. Advertising is used for many purposes. It is primarily thought of in the way of communication, but should be highlighted and informed by the consumer, reminding and in a row further. It affects the behavior of consumers, but to a certain extent. The effects of advertising are greater in emotional consumers and consumers who are more vulnerable to external influences. The conducted empirical research confirms that today it is particularly difficult to influence the behavior of consumers, especially those rational. Nevertheless, it is confirmed that advertising is a relatively effective reminder, information and consumer stimulation instrument.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:137:168053
Study programmeTitle: 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 resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2019-05-17 09:54:47