Title Osobnost kao faktor ponašanja potrošača Title (english) Personality as a factor in consumer behavior Author Veronika Jambrek Mentor Anica Hunjet (mentor)Committee member Ante Rončević (predsjednik povjerenstva)Committee member Anica Hunjet (član povjerenstva)Committee member Dijana Vuković (član povjerenstva)Granter University North Defense date and country 2020-03-13, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Cilj ovog diplomskog rada bio je detaljnije istražiti kakav utjecaj i značaj ima osobnost potrošača na njegovo ponašanje tijekom kupnje. Da bi osoba bila potrošač mora potrošiti svoja novčana sredstva da bi zadovoljila neke potrebe, stoga dolazi do procesa kupovine, kod koje dolazi do određenog ponašanja potrošača. Na ponašanje potrošača djeluju razni čimbenici, a najčešći su: društveni, osobni, psihološki i situacijski čimbenici. Osobnost se može opisati kao trajni splet osobina, čineći
... More pojedinca i njegovo ponašanje jedinstvenim, a doživljaje dosljednim. Umjesto podjele ljudi na određene tipove, znanstvenici su se fokusirali na osobine ličnosti, a najprihvaćenije osobine ličnosti su dimenzije ličnosti iz poznatog modela Big Five: ekstraverzija, ugodnost, savjesnost, emocionalna stabilnost i intelekt. Kako bi se bolje objasnila osobnost potrošača, potrebno je također objasniti i kako dolazi do odluke o kupnji te kakve vrste kupnje postoje. Za moguće nezadovoljstvo nakon kupnje, bitno je spomenuti zaštitu potrošača, a taj dio naveden je kao informativan dio za sve potrošače. Pomoću istraživanja utvrđuje se koliko je zapravo potrošačima važna njihova osobnost kod odluke o kupnji. U današnje vrijeme svi prodavači bore se za kupca, a svima je poznato kako je vjeran kupac najbolji kupac. Možda izgleda lako, ali vrlo je kompleksno zadržati potrošača u današnje vrijeme te je potrebno mnogo truda, rada i energije da bi se to postiglo, stoga treba dobro upoznati osobnosti potrošača. Less Abstract (english) The purpose of this work was research of influence and importance of a consumer's personality has on theirs purchasing behavior. In order for a person to be a consumer, they have to spend their money to satisfy some needs, so there is a buying process that involves some consumer behavior. Consumer behavior is influenced by various factors, the most common being social, personal, psychological and situational factors. Personality can be described as a lasting set of traits, making the
... More individual and his or her behavior unique and experience consistent. Instead of dividing people into specific types, scientists have focused on personality traits, and the most accepted personality traits are personality dimensions from the famous Big Five model: extraversion, pleasantness, conscientiousness, emotional stability, and intellect. In order to better explain the personality of the consumer, it is also necessary to explain how the purchase decision is made and what types of purchases exist. For possible post-purchase dissatisfaction, it is important to mention consumer protection, and this section is listed as an informative section for all consumers. The research determines how important consumers really are to their customers when making a purchase decision. Nowadays, all sellers are fighting for a buyer, and everyone knows that a loyal customer is the best buyer. It may seem easy, but it is very complex to keep the consumer in the present day, and it takes a lot of effort, work and energy to achieve this, so one must be well acquainted with the consumer's personalities. Less Keywords
potrošač
čimbenici ponašanja potrošača
osobnost
čimbenici osobnosti
kupovina
zaštita potrošača
Keywords (english)
consumer
consumer bahvior factors
personality
personality factors
shopping
consumer protection
Language croatian URN:NBN urn:nbn:hr:122:336007 Study programme Title: Business Economics; specializations in: Tourism and International Trade Type of resource Text File origin Born digital Access conditions Open access Terms of use Created on 2020-09-01 07:09:55
