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master's thesis
ONLINE MARKETING I PRODAJA KOMPLEKSNIH PROIZVODA NA TRŽIŠTU ŽIĆANIH INSTRUMENATA
diplomski rad
2022. urn:nbn:hr:124:342560
Ćurin, Luka
University of Split
Faculty of economics Split

Cite this document

Ćurin, L. (2022). ONLINE MARKETING I PRODAJA KOMPLEKSNIH PROIZVODA NA TRŽIŠTU ŽIĆANIH INSTRUMENATA : diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:342560

Ćurin, Luka. "ONLINE MARKETING I PRODAJA KOMPLEKSNIH PROIZVODA NA TRŽIŠTU ŽIĆANIH INSTRUMENATA : diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2022. https://urn.nsk.hr/urn:nbn:hr:124:342560

Ćurin, Luka. "ONLINE MARKETING I PRODAJA KOMPLEKSNIH PROIZVODA NA TRŽIŠTU ŽIĆANIH INSTRUMENATA : diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2022. https://urn.nsk.hr/urn:nbn:hr:124:342560

Ćurin, L. (2022). 'ONLINE MARKETING I PRODAJA KOMPLEKSNIH PROIZVODA NA TRŽIŠTU ŽIĆANIH INSTRUMENATA : diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 23 April 2024, https://urn.nsk.hr/urn:nbn:hr:124:342560

Ćurin L. ONLINE MARKETING I PRODAJA KOMPLEKSNIH PROIZVODA NA TRŽIŠTU ŽIĆANIH INSTRUMENATA : diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2022 [cited 2024 April 23] Available at: https://urn.nsk.hr/urn:nbn:hr:124:342560

L. Ćurin, "ONLINE MARKETING I PRODAJA KOMPLEKSNIH PROIZVODA NA TRŽIŠTU ŽIĆANIH INSTRUMENATA : diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:124:342560

Metadata
TitleONLINE MARKETING I PRODAJA KOMPLEKSNIH PROIZVODA NA TRŽIŠTU ŽIĆANIH INSTRUMENATA : diplomski rad
AuthorLuka Ćurin
MentorBiljana Crnjak Karanović (mentor)
MBZ: 115860
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2022-08, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Prodaja i marketing proizvoda „online― samo po sebi predstavlja izazov za mnoga poduzeća. Kompleksnost proizvoda i visok percipirani rizik kupnje istog dodaju cijelu novu razinu komplikacija i izazova pri „online― poslovanju. U ovom radu se nastoji kroz tržište gitara proučiti koji elementi čine proizvod kompleksnim, definirati neke od alata za smanjenje percipiranog rizika, te analizirati ponašanje potrošača i protumačiti ga. Istraživanje preferencija i stavova potrošača je provedeno putem anketnog upitnika na uzorku od 81 ispitanika. Na kraju rada se nudi analiza ponašanja potrošača, savjeti za poduzeća na tržištu, te implikacije za buduća istraživanja.
Abstract (english)
Online sales and marketing is a challenge by itself for all companies. Product complexity and high percieved risk add a whole another dimension of complication and challenges in online business activity. This thesis tends to find the elements which make a product complex, define some of the tools for perceived risk reduction, analyze customer behaviour and interpret it on the online guitar market. The survey questionnaire conducted on 81 subjects tried to examine and interpret customer preferences and views regarding the online guitar market. In the end of the thesis, the author offers analysis of customer behaviour, advices for businesses on the market and implications for future research.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:342560
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 on2022-10-20 08:23:27