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master's thesis
ISTRAŽIVANJE PREFERENCIJA ZARUČENIH PAROVA U INDUSTRIJI VJENČANJA
Diplomski rad
2018. urn:nbn:hr:124:028372
Vuković, Ana
University of Split
Faculty of economics Split

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Vuković, A. (2018). ISTRAŽIVANJE PREFERENCIJA ZARUČENIH PAROVA U INDUSTRIJI VJENČANJA : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:028372

Vuković, Ana. "ISTRAŽIVANJE PREFERENCIJA ZARUČENIH PAROVA U INDUSTRIJI VJENČANJA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2018. https://urn.nsk.hr/urn:nbn:hr:124:028372

Vuković, Ana. "ISTRAŽIVANJE PREFERENCIJA ZARUČENIH PAROVA U INDUSTRIJI VJENČANJA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2018. https://urn.nsk.hr/urn:nbn:hr:124:028372

Vuković, A. (2018). 'ISTRAŽIVANJE PREFERENCIJA ZARUČENIH PAROVA U INDUSTRIJI VJENČANJA : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 11 January 2025, https://urn.nsk.hr/urn:nbn:hr:124:028372

Vuković A. ISTRAŽIVANJE PREFERENCIJA ZARUČENIH PAROVA U INDUSTRIJI VJENČANJA : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2018 [cited 2025 January 11] Available at: https://urn.nsk.hr/urn:nbn:hr:124:028372

A. Vuković, "ISTRAŽIVANJE PREFERENCIJA ZARUČENIH PAROVA U INDUSTRIJI VJENČANJA : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:124:028372

Metadata
TitleISTRAŽIVANJE PREFERENCIJA ZARUČENIH PAROVA U INDUSTRIJI VJENČANJA : Diplomski rad
AuthorAna Vuković
MentorMirela Mihić (mentor)
MBZ: 220980
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2018-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Industrija vjenčanja bilježi sve veći rast na tržištu. U diplomskom radu analizirale su se preferencije zaručenih parova u industriji vjenčanja. Cilj istraživanja bio je dokazati ili opovrgnuti pet hipoteza u vezi navedenog područja. Prvom hipotezom htjelo se dokazati da žene, tijekom procesa planiranja vjenčanja, imaju veći utjecaj pri donošenju kupovnih odluka nego muškarci, te je ona prihvaćena. Druga hipoteza da parovi preferiraju korištenje profesionalnih usluga organizacije vjenčanja je odbačena. Treća hipoteza da pri odabiru stila vjenčanja mladenci veću pažnju pridaju tradicionalnom vjenčanju nego modernom tematskom vjenčanju prihvaćena je, kao i četvrta hipoteza da parovi pri traženju informacija o svadbenoj ponudi preferiraju virtualne zajednice (forum, društvene mreže i sl.) više od direktnih izvora oglašavanja (prodajno osoblje, oglasi, brošure i sl.). Posljednja hipoteza o tome kako razmjena informacija putem virtualne ili online zajednice utječe na odluke potrošača o kupovini pri izboru pojedinih segmenata usluge, također je prihvaćena.
Abstract (english)
The weddings industry is growing in the market. The master’s thesis analyzes the preferences of engaged couples in the wedding industry. The aim of the research was to prove or deny five hypotheses about these areas. The first hypothesis seeks to show that women during the wedding planning process have a greater influence on making purchasing decisions than men, and it is accepted. The second hypothesis that couples prefer engaging a professional wedding planning service has been discarded. The third hypothesis that, considering the wedding style, couples attach greater attention to a traditional wedding than to a modern themed wedding, is accepted, as well as the fourth hypothesis that couples, when searching information about the wedding offer, prefer virtual communities (forums, social networks, etc.) more than direct sources of advertising (sales staff, ads, brochures, etc.). The last hypothesis about how information sharing via virtual or online community affects consumer’s purchasing decisions when choosing individual segments of the service is also accepted.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:028372
Study programmeTitle: Business Studies
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2018-12-04 10:41:52