Dejavniki nakupnega vedenja otrok pri nakupu oblačil

• Main Author: Oljača, Sanja
• Other Authors: Mumel, Damijan
• Format: Master Thesis
• Language: Slovenian
• Published: S. Oljača 2017
• Subjects: otrok; porabnik; vedenje; oblačila; barva; eksperiment; child; consumer; behavior; clothes; colour; experiment; info:eu-repo/classification/udc/366; sami
• Online Access: https://dk.um.si/IzpisGradiva.php?id=65116; https://dk.um.si/Dokument.php?id=110880&dn=; http://www.cobiss.si/scripts/cobiss?command=DISPLAY&base=cobib&rid=12742172&fmt=11

Porabniško se vedemo vsak dan tako odrasli kot tudi otroci. V pričujočem magistrskem delu se osredotočamo na vlogo otroka v sodobni porabniški kulturi. Na osnovi različne literature smo opisali kako poteka porabniška socializacija otroka, kakšne so značilnosti vedenja otroka na različnih stopnjah le te. Podrobneje opisujemo tudi dejavnike nakupnega vedenja otrok, kjer se osredotočamo predvsem na predstavitev vpliva družine, referenčnih skupin, okolja, medijev, blagovne skupine, embalaže, blagovne znamke in cene. Poleg predstavitve dejavnikov porabniškega vedenja otrok, v magistrskem delu opišemo tudi značilnosti in način delovanja trga izdelkov namenjenih otrokom, kjer so otroci ključni člen in imajo na njem pomembno vlogo. So neposredni porabniki, ko kupujejo sami, imajo vlogo pobudnika nakupa pri starših in igrajo vlogo bodočega kupca na trgih izdelkov, ki trenutno še niso namenjeni njim. V tem sklopu dela predstavimo tudi značilnosti trga oblačil namenjenim otrokom. Empirični del magistrskega dela predstavlja potek in rezultate raziskave o vplivu barve na izbiro oblačila, ko jih izbirajo otroci. V raziskavi, smo ugotavljali ali obstaja ključna razlika v izbiri barve majice med deklicami in dečki. Like adults children also behave in a consumer way on a daily base. This master thesis is focused on describing the role of children in modern consumerism. Based on different authors we display the process of children becoming consumers and how they behave on different levels of consumer socialization. We introduce the factors of purchase behavior of children, where we present the influence of family, reference groups, surroundings, media, product group, package, brands and price. Beside the introduction of factors of purchase behavior of children, we display the characteristic of market of product intended for children. Children have an important role on this market. They are direct consumers, when they are purchasing on their own, they influence their parents in their purchase decision making and represent the future buyers of product not intended for them yet. Also, in this part we describe the characteristic of children’s clothes market.Empirical part of master thesis describes course and results of research about the influence of color when children are choosing clothes. We researched if there is a significant difference between girls and boys when they are choosing the color of t-shirt they prefer.