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undergraduate thesis
Utjecaj psiholoških faktora na potrošačko ponašanje
Knin: University of Applied Sciences Marko Marulic of Knin, 2023. urn:nbn:hr:121:047089
Grabić, Jelena
University of Applied Sciences Marko Marulic of Knin

Institutional repository: Polytechnic ”Marko Marulic” in Knin

Cite this document

Grabić, J. (2023). Utjecaj psiholoških faktora na potrošačko ponašanje (Undergraduate thesis). Knin: University of Applied Sciences Marko Marulic of Knin. Retrieved from https://urn.nsk.hr/urn:nbn:hr:121:047089

Grabić, Jelena. "Utjecaj psiholoških faktora na potrošačko ponašanje." Undergraduate thesis, University of Applied Sciences Marko Marulic of Knin, 2023. https://urn.nsk.hr/urn:nbn:hr:121:047089

Grabić, Jelena. "Utjecaj psiholoških faktora na potrošačko ponašanje." Undergraduate thesis, University of Applied Sciences Marko Marulic of Knin, 2023. https://urn.nsk.hr/urn:nbn:hr:121:047089

Grabić, J. (2023). 'Utjecaj psiholoških faktora na potrošačko ponašanje', Undergraduate thesis, University of Applied Sciences Marko Marulic of Knin, accessed 14 July 2024, https://urn.nsk.hr/urn:nbn:hr:121:047089

Grabić J. Utjecaj psiholoških faktora na potrošačko ponašanje [Undergraduate thesis]. Knin: University of Applied Sciences Marko Marulic of Knin; 2023 [cited 2024 July 14] Available at: https://urn.nsk.hr/urn:nbn:hr:121:047089

J. Grabić, "Utjecaj psiholoških faktora na potrošačko ponašanje", Undergraduate thesis, University of Applied Sciences Marko Marulic of Knin, Knin, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:121:047089

Metadata
TitleUtjecaj psiholoških faktora na potrošačko ponašanje
Title (english)The influence of psychological factors on consumer behavior
AuthorJelena Grabić
MentorLinda Martić Kuran (mentor)
Committee memberDamir Mihanović (predsjednik povjerenstva)
Committee memberLinda Martić Kuran (član povjerenstva)
Committee memberVedran Uroš (član povjerenstva)
GranterUniversity of Applied Sciences Marko Marulic of Knin
Knin
Defense date and country2023-09-22, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Organization and Management
Abstract
Potrošačko ponašanje je kompleksno i raznoliko, oblikovano jedinstvenim životnim iskustvima, društvenim interakcijama i osobnim karakteristikama svakog pojedinog potrošača. U ovom završnom radu istražuje se utjecaj psiholoških faktora na ponašanje potrošača. Ključne faze procesa potrošačkog ponašanja, poput prepoznavanja potreba, pretraživanja informacija i donošenja odluka o kupovini, podložne su utjecaju psiholoških faktora. Percepcija, motivacija, stavovi i uvjerenja igraju ključnu ulogu u oblikovanju tih odluka. Naglasak je stavljen na percepciju, motivaciju, stavove i osobnost te kako ovi faktori utječu na proces donošenja odluka o kupovini. Percepcija se odnosi na način na koji potrošači percipiraju proizvode i informacije o njima, dok motivacija pokreće njihove odluke o kupnji. Stavovi prema proizvodima i markama također igraju važnu ulogu, dok osobnost potrošača predstavlja temeljni okvir kroz koji tumače svoju okolinu. Razumijevanje ovih psiholoških čimbenika pomaže marketinškim stručnjacima prilagoditi svoje strategije kako bi bolje zadovoljili potrebe i želje različitih potrošača.
Abstract (english)
Consumer behavior is complex and diverse, shaped by each individual consumer's unique life experiences, social interactions, and personal characteristics. In this final paper, the influence of psychological factors on consumer behavior is investigated. Key stages of the consumer behavior process, such as recognizing needs, searching for information and making purchase decisions, are subject to the influence of psychological factors. Perception, motivation, attitudes and beliefs play a key role in shaping these decisions. Emphasis is placed on perception, motivation, attitudes and personality, and how these factors influence the process of making purchasing decisions. Perception refers to the way consumers perceive products and information about them, while motivation drives their purchasing decisions. Attitudes towards products and brands also play an important role, while the consumer's personality represents the basic framework through which they interpret their environment. Understanding these psychological factors helps marketers adjust their strategies to better meet the needs and wants of different consumers.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:121:047089
Study programmeTitle: Commercial business with Enterpreneurship
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2023-10-24 12:26:13