Percepcija vrijednosti marke prilikom donošenja odluke o kupnji

• Main Author: Lulić, Domagoj
• Other Authors: Hunjet, Anica
• Format: Master Thesis
• Language: Croatian
• Published: Sveučilište Sjever. Sveučilišni centar Varaždin. Odjel za poslovnu ekonomiju. 2018
• Subjects: ponašanje potrošača; marka; kupovina; consumer behaviour; brand; purchase; DRUŠTVENE ZNANOSTI. Ekonomija. Marketing; SOCIAL SCIENCES. Economics. Marketing; sami
• Online Access: https://zir.nsk.hr/islandora/object/unin:1881; https://urn.nsk.hr/urn:nbn:hr:122:519877; https://zir.nsk.hr/islandora/object/unin:1881/datastream/PDF

U ovom diplomskom radu polazi se od objašnjavanja pojam marke i proizvoda te povijesti same marke i njezinog razvoja kroz godine. Također opisuje se odnos i razlika između identiteta i imidža marke te psihološki aspekti marke poput emocija i stavova potrošača prema određenim markama. Nakon toga opisujemo o odluci o kupnji kod potrošača. Proces objašnjavamo prvo osnovnim pojmom proces ponašanja potrošača i njegove dijelove te od čega polazi taj proces i što sve prethodi procesu odluke. Nakon toga detaljnije opisujemo sami proces odluke o kupnji te koje faze rješavanja problema čine taj proces. U zadnjem dijelu rada provedeno je istraživanje na 150 ispitanika. Kroz mnogu stručnu literaturu može se vidjeti da i dalje nije sigurno zašto potrošači kupuju određene proizvode zbog same marke tog proizvoda. Postavlja se pitanje što njima ta marka predstavlja: sigurnost, kvalitetu ili možda samo bolji osjećaj u društvu. Cilj samog istraživanja je uvida u utjecaj marke kod donošenja odluke o kupnji. In this graduate thesis we start from explaining the notion of brand and product and the history of the same brand and its development throughout the years. It also describes the relationship and differences between identity and brand image and the psychological aspects of the brand such as emotions and attitudes towards certain brands. After that, we describe the purchase decision at the window. The process explains the first basic concept of the consumer behavior process and its parts, and from which the process starts, and all precedes the decision process. After that, we are going to describe the buying process and the problem-solving process. In the last part of the paper, a survey was conducted on 150 respondents. Through a lot of professional literature it can be seen that it is still not safe why buyers buy certain products because of the brand of that product. There is a question posed by what this brand represents: security, quality or perhaps just a better feeling in society. The goal of research is to inspect the ...