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master's thesis
Implementacija strategije marketinga na impulzivnu kupnju
2019. urn:nbn:hr:122:778718
Kreber, Jelena
University North
University centre Varaždin
Department of Business Economics

Cite this document

Kreber, J. (2019). Implementacija strategije marketinga na impulzivnu kupnju (Master's thesis). Koprivnica: University North. Retrieved from https://urn.nsk.hr/urn:nbn:hr:122:778718

Kreber, Jelena. "Implementacija strategije marketinga na impulzivnu kupnju." Master's thesis, University North, 2019. https://urn.nsk.hr/urn:nbn:hr:122:778718

Kreber, Jelena. "Implementacija strategije marketinga na impulzivnu kupnju." Master's thesis, University North, 2019. https://urn.nsk.hr/urn:nbn:hr:122:778718

Kreber, J. (2019). 'Implementacija strategije marketinga na impulzivnu kupnju', Master's thesis, University North, accessed 26 December 2024, https://urn.nsk.hr/urn:nbn:hr:122:778718

Kreber J. Implementacija strategije marketinga na impulzivnu kupnju [Master's thesis]. Koprivnica: University North; 2019 [cited 2024 December 26] Available at: https://urn.nsk.hr/urn:nbn:hr:122:778718

J. Kreber, "Implementacija strategije marketinga na impulzivnu kupnju", Master's thesis, University North, Koprivnica, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:122:778718

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Metadata
TitleImplementacija strategije marketinga na impulzivnu kupnju
Title (english)Marketing strategy implementation on the impulsive buying process
AuthorJelena Kreber
MentorDijana Vuković (mentor)
Committee memberAnte Rončević (predsjednik povjerenstva)
Committee memberIgor Klopotan (član povjerenstva)
Committee memberDijana Vuković (član povjerenstva)
GranterUniversity North
(University centre Varaždin)
(Department of Business Economics)
Koprivnica
Defense date and country2019-04-16, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Tema završnog rada je ponašanje potrošača u procesu donošenja odluke o kupnji. Ponašanje potrošača definira se kao način na koji kupci biraju i kupuju proizvode ili usluge kako bi zadovoljili svoje potrebe. Rad će se baviti čimbenicima ponašanja potrošača, odnosno kulturalnim, društvenim, osobnim i psihološkim čimbenicima, te će se objasniti proces kupovine koji se sastoji od pet (5) faza. Kroz čitav rad povlači se pojam impulzivne kupovine, što znači impulzivna kupovina i koji su faktori koji najviše utječu da do takve kupovine dođe. Impulzivna kupovina najjednostavnije se definira kao neplanirana kupovina, no ona je puno više od toga. U trećem (3.) poglavlju rada će se definirati teorija traženja uzbuđenja, teorija emocionalnog povezivanja s brendom, kao i teorija doživljaja. Rad će se baviti i marketingom, odnosno marketinškim strategijama koje utječu na impulzivnu kupovinu. U sklopu rada napravljeno je i empirijsko istraživanje na slučajnom uzorku potrošača putem anketnog upitnika, te su postavljene hipoteze. Dobiveni rezultati prikazat će se u tablicama i grafikonima, te će se testirati istinitost postavljenih hipoteza.
Abstract (english)
The topic of this paper is the consumer behavior in the process of making a purchase decision. Consumer behavior is defined as the way consumers choose and buy products or services to meet their needs. Work will address the factors of consumer behavior such as cultural, social, personal and psychological factors, and will explain the purchase process consisting of five (5) phases. Throughout the work, the issue of impulsive buying arises, what is impulsive buying and which are the most influential factors that make such purchases happen. Impulse buying is defined as an unplanned purchase but it is far more than that. Third (3rd) chapter of this paper describes the theory of excitement, the theory of emotional connection with the brand as well as the theory of experience. Work will also be focused on marketing and marketing strategies that affect impulsive purchase. As a part of the work, an empirical research on random sample was made through a questionnaire and hypotheses were set up. The results obtained will be presented in tables and graphs and the hypothesis will be tested.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:122:778718
Study programmeTitle: Business Economics; specializations in: Tourism and International Trade
Course: Tourism and International Trade
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2019-05-17 11:17:59