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undergraduate thesis
UTJECAJ BLAGDANA I POSEBNIH PRIGODA NA PONAŠANJE POTROŠAČA I MARKETERA
Završni rad
2020. urn:nbn:hr:124:239885
Lavčević, Andrea
University of Split
Faculty of economics Split

Cite this document

Lavčević, A. (2020). UTJECAJ BLAGDANA I POSEBNIH PRIGODA NA PONAŠANJE POTROŠAČA I MARKETERA : Završni rad (Undergraduate thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:239885

Lavčević, Andrea. "UTJECAJ BLAGDANA I POSEBNIH PRIGODA NA PONAŠANJE POTROŠAČA I MARKETERA : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2020. https://urn.nsk.hr/urn:nbn:hr:124:239885

Lavčević, Andrea. "UTJECAJ BLAGDANA I POSEBNIH PRIGODA NA PONAŠANJE POTROŠAČA I MARKETERA : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2020. https://urn.nsk.hr/urn:nbn:hr:124:239885

Lavčević, A. (2020). 'UTJECAJ BLAGDANA I POSEBNIH PRIGODA NA PONAŠANJE POTROŠAČA I MARKETERA : Završni rad', Undergraduate thesis, University of Split, Faculty of economics Split, accessed 15 April 2024, https://urn.nsk.hr/urn:nbn:hr:124:239885

Lavčević A. UTJECAJ BLAGDANA I POSEBNIH PRIGODA NA PONAŠANJE POTROŠAČA I MARKETERA : Završni rad [Undergraduate thesis]. Split: University of Split, Faculty of economics Split; 2020 [cited 2024 April 15] Available at: https://urn.nsk.hr/urn:nbn:hr:124:239885

A. Lavčević, "UTJECAJ BLAGDANA I POSEBNIH PRIGODA NA PONAŠANJE POTROŠAČA I MARKETERA : Završni rad", Undergraduate thesis, University of Split, Faculty of economics Split, Split, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:124:239885

Metadata
TitleUTJECAJ BLAGDANA I POSEBNIH PRIGODA NA PONAŠANJE POTROŠAČA I MARKETERA : Završni rad
AuthorAndrea Lavčević
MentorMirela Mihić (mentor)
MBZ: 220980
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2020-07, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Tema ovog rada je utjecaj blagdana i posebnih prigoda na ponašanje potrošača i marketera. Glavni ciljevi u ovome radu bili su ispitati utjecaj važnijih blagdana na ponašanje potrošača, odnosno u kojoj mjeri na takvo ponašanje utječe uređenje prodajnog prostora, kao i posebna pakiranja proizvoda te ostali čimbenici na prodajnom mjestu poput glazbe, mirisa, okusa, kao i ispitati utjecaj oglasa na kupovno ponašanje. Prema istraživanju u ovome radu može se zaključiti da komponente mirisa, okusa, glazbe/zvuka te uređenje prodavaonice i posebna pakovanja proizvoda u velikoj mjeri utječu na odluke i izbor potrošača u vrijeme blagdana i posebnih prigoda, što je utvrđeno anketnim upitnikom. Također se može zaključiti da oglasi utječu uvelike na ponašanje potrošača te ih motiviraju da se više informiraju o proizvodu ili pak konkretno utječu na kupovno ponašanje. Ipak, treba napomenuti kako je istraživanje provedeno na ograničenom uzorku, pa nužno ne ilustrira stavove i mišljena šire populacije.
Abstract (english)
The topic of this paper is the impact of holidays and special occasions on the behavior of consumers and marketers. The main objectives of this paper were to examine the impact of important holidays on consumer behavior, ie the extent to which such behavior is influenced by the arrangement of retail space, as well as special product packaging and other factors at the point of sale such as music, smells, tastes as well as examine the impact of advertising on purchasing behavior. According to the research in this paper, it can be concluded that the components of smell, taste, music / sound and store design and special product packaging greatly influence consumer decisions and choices during holidays and special occasions, as determined by the survey questionnaire. It can also be concluded that advertisements greatly influence consumer behavior and motivate them to be more informed about the product or specifically influence shopping behavior. However, it should be noted that the research was conducted on a limited sample, so it does not necessarily illustrate the attitudes and opinions of the general population.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:239885
Study programmeTitle: Small enterprise management
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2020-09-28 11:45:05