Implementacija strategija marketinga na impulzivnu online potrošnju potrošača

• Main Author: Mlinarić, Dario
• Other Authors: Vuković, Dijana
• Format: Bachelor Thesis
• Language: Croatian
• Published: Poslovno veleučilište Zagreb. 2018
• Subjects: internet kupovina; ponašanje potrošača; marketinške strategije; impulzivna kupovina; internet buying; consumer behaviour; marketing strategies; impulsive purchases; DRUŠTVENE ZNANOSTI. Ekonomija. Marketing; SOCIAL SCIENCES. Economics. Marketing; sami
• Online Access: https://repozitorij.pvzg.hr/islandora/object/vpsz:356; https://urn.nsk.hr/urn:nbn:hr:180:455954; https://repozitorij.pvzg.hr/islandora/object/vpsz:356/datastream/PDF

Razvoj tehnologije utjecao je u potpunosti na čovjekovu svakodnevnicu, pa tako i na proces kupovine. Kupovina postaje moguća bilo kada i bilo gdje, a sami proces postaje mnogo jednostavniji i brži. Kako bi zadržali svoju poziciju na tržištu i odgovorili na ubrzanje koje se provlači kroz sve segmente današnjeg života, poduzetnici moraju biti upoznati, ne samo s ekonomskim aspektom konzumenta, već i s psihološkim aspektom. Ponašanje potrošača postaje predmet istraživanja mnogih znanstvenika. Znanstvenici žele istražiti može li se utjecati na ponašanje potrošača, njegove preferencije, te mogu li potaknuti odluku o kupovini. Dokazano je da na odluku utječe sam kupac, ali i marketinške strategije i podražaji oko njega. Upravo te strategije i podražaji doprinjeli su porastu impulzivne kupovine u životima današnjih kupaca. The development of technology has had a full effect on man's everyday life, and so on the process of buying. Buying becomes possible anytime and anywhere, and the process itself becomes so much simpler and faster. In order to maintain their position in the market and respond to the acceleration of all segments of everyday life, entrepreneurs must be familiar not only with the economic aspect of the consumer, but also with the psychological aspect. Consumers' behavior becomes the object of research by many scientists. Scientists want to investigate is it possible to affect consumer behavior, its preferences, and can buying decision be triggered by some factors. It has been proven that the decision is being influenced by the buyer, but also by the marketing strategies and factors around it. These strategies and factors have contributed to an increase of impulsive purchases in the lives of contemporary customers.