| Sažetak | Neracionalno ponašanje u kupovini koje se u marketingu naziva kompulzivna kupnja, poznata i kao oniomanija, predstavlja poremećaj kontrole impulsa u kojem osoba osjeća neodoljivu potrebu za kupnjom, često bez stvarne potrebe. Ona u većini slučajeva premašuje i raspoloživa sredstva pojedinca. U današnje vrijeme ljudi žele novcem riješiti svoje emocionalne probleme, kupiti status i poštovanje društvu. Ovaj rad analizira temeljne karakteristike kompulzivne kupnje, uključujući impulzivnost, emocionalnu povezanost s kupnjom te negativne posljedice na financijsko stanje i međuljudske odnose. Također se razmatraju psihološki i socio-kulturni faktori koji pridonose razvoju ovog poremećaja, poput stresa, ljutnje, niskog samopoštovanja, niske samokontrole, materijalizma i društvenih normi.
Dubljim proučavanjem suvremenih marketinških metoda i strategija postaje jasno da značajnu ulogu u razvoju kompulzivne kupovine, kao i blažih oblika neracionalnog ponašanja poput impulzivne kupovine, ima današnji potrošački način života koji velikim korporacijama omogućava sve veći utjecaj na pojedinca. Cijeli društveni sustav, temeljen na kapitalizmu i materijalizmu, potiče transformaciju čovjeka u intenzivnog potrošača sve većeg broja proizvoda i usluga. Marketinške metode postaju sve agresivnije, pri čemu se često narušavaju ljudska prava i načela etičkog poslovanja.
U svrhu pisanja ovog diplomskog rada provedeno je empirijsko istraživanje putem anketnog upitnika u kojem su ispitanici odgovarali na pitanja o potrošačkim navikama. Istraživanje je pokazalo da mlađi potrošači, naročito žene, i potrošači s višim dohotkom skloniji su kompulzivnoj kupnji od starijih potrošača i potrošača s nižim dohotkom. |
| Sažetak (engleski) | Irrational purchasing behavior, known in marketing as compulsive buying, or oniomania, is an impulse control disorder where an individual feels an overwhelming need to buy, often without a real need. In most cases, this behavior exceeds the individual's available financial resources. Nowadays, people attempt to resolve their emotional issues by spending money, seeking to buy status and social respect. This paper analyzes the fundamental characteristics of compulsive buying, including impulsiveness, emotional attachment to shopping, and the negative consequences on financial stability and interpersonal relationships. It also examines psychological and socio-cultural factors that contribute to the development of this disorder, such as stress, anger, low self-esteem, poor self-control, materialism, and social norms.
A deeper study, using contemporary marketing methods and strategies, reveals that today's consumerist lifestyle plays a significant role in the development of compulsive buying, as well as milder forms of irrational behavior like impulsive shopping, by allowing large corporations to exert increasing influence over individuals. The entire social system, based on capitalism and materialism, encourages the transformation of individuals into intense consumers of an ever-growing number of products and services. Marketing methods are becoming increasingly aggressive, often infringing upon human rights and ethical business principles.
For the purpose of this thesis, an empirical study was conducted using a survey in which respondents answered questions about their purchasing habits. The research showed that younger consumers, particularly women, and those with higher incomes are more prone to compulsive buying than older consumers and those with lower incomes. |
