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master's thesis
Utjecaj percepcije marke na impulzivnu kupnju
2021. urn:nbn:hr:122:053097
Kelin, Dalibor
University North
University centre Varaždin
Department of Communicology and Public Relations

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Kelin, D. (2021). Utjecaj percepcije marke na impulzivnu kupnju (Master's thesis). Koprivnica: University North. Retrieved from https://urn.nsk.hr/urn:nbn:hr:122:053097

Kelin, Dalibor. "Utjecaj percepcije marke na impulzivnu kupnju." Master's thesis, University North, 2021. https://urn.nsk.hr/urn:nbn:hr:122:053097

Kelin, Dalibor. "Utjecaj percepcije marke na impulzivnu kupnju." Master's thesis, University North, 2021. https://urn.nsk.hr/urn:nbn:hr:122:053097

Kelin, D. (2021). 'Utjecaj percepcije marke na impulzivnu kupnju', Master's thesis, University North, accessed 19 April 2024, https://urn.nsk.hr/urn:nbn:hr:122:053097

Kelin D. Utjecaj percepcije marke na impulzivnu kupnju [Master's thesis]. Koprivnica: University North; 2021 [cited 2024 April 19] Available at: https://urn.nsk.hr/urn:nbn:hr:122:053097

D. Kelin, "Utjecaj percepcije marke na impulzivnu kupnju", Master's thesis, University North, Koprivnica, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:122:053097

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Metadata
TitleUtjecaj percepcije marke na impulzivnu kupnju
Title (english)The influence of brand perception on impulsive buying
AuthorDalibor Kelin
MentorAnita Jeličić (mentor)
Committee memberDijana Vuković (predsjednik povjerenstva)
Committee memberAnita Jeličić (član povjerenstva)
Committee memberNikša Sviličić (član povjerenstva)
GranterUniversity North
(University centre Varaždin)
(Department of Communicology and Public Relations)
Koprivnica
Defense date and country2021-02-22, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Public Relations
Abstract
Cilj ovog rada je analizirati ponašanje potrošača prilikom impulzivne kupovine općenito i prilikom impulzivne kupovine pod utjecajem marke. Rad se sastoji od četiri cjeline: 1. marka proizvoda, 2. ponašanje potrošača, 3. impulzivna kupovina, 4. istraživanje utjecaja percepcije marke na impulzivnu kupovinu. Na kraju rada, u cjelini br. 4, provedeno je istraživanje u kojem su postavljene tri hipoteze te na temelju njih i istraživačka pitanja. Analizom odgovora ispitanika na anketna pitanja odgovoreno je na pitanja: Kupuju li potrošači impulzivno i što ih navodi na takvu kupnju? Utječe li marka proizvoda na odabir potrošača? Utječe li percepcija marke na impulzivnu kupnju? Nakon navedene analize donijeti su zaključci istraživanja i rezultati ispitivanja hipoteze koji na kraju odgovaraju na ciljna pitanja koja su bila zadana na početku istraživanja.
Abstract (english)
The aim of this paper is to analyze consumer behavior during impulsive shopping in general and during impulsive shopping under the influence of the brand. The paper consists of four parts: 1. product brand, 2. consumer behavior, 3. impulsive shopping, 4. research on the impact of brand perception on impulsive shopping. At the end of the paper, as a whole no. 4. A research was conducted in which three hypotheses were set and, based on them, research questions. The analysis of the respondents' answers to the survey questions answered the questions: Do consumers buy impulsively and what leads them to make such a purchase? Does the brand of the product influence consumer choice? Does brand perception affect impulsive buying? After the above analysis, the conclusions of the research and the results of the hypothesis test were made, which finally answered the target questions that were asked at the beginning of the research
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:122:053097
Study programmeTitle: Public Relations
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra odnosa s javnostima (magistar/magistra odnosa s javnostima)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-03-10 13:13:18