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undergraduate thesis
TRENDOVI I IZAZOVI U PONAŠANJU POTROŠAČA
2015. urn:nbn:hr:112:563557
Redkin, Dario
Polytehnic in Pozega
Social department

Cite this document

Redkin, D. (2015). TRENDOVI I IZAZOVI U PONAŠANJU POTROŠAČA (Undergraduate thesis). Požega: Polytehnic in Pozega. Retrieved from https://urn.nsk.hr/urn:nbn:hr:112:563557

Redkin, Dario. "TRENDOVI I IZAZOVI U PONAŠANJU POTROŠAČA." Undergraduate thesis, Polytehnic in Pozega, 2015. https://urn.nsk.hr/urn:nbn:hr:112:563557

Redkin, Dario. "TRENDOVI I IZAZOVI U PONAŠANJU POTROŠAČA." Undergraduate thesis, Polytehnic in Pozega, 2015. https://urn.nsk.hr/urn:nbn:hr:112:563557

Redkin, D. (2015). 'TRENDOVI I IZAZOVI U PONAŠANJU POTROŠAČA', Undergraduate thesis, Polytehnic in Pozega, accessed 23 December 2024, https://urn.nsk.hr/urn:nbn:hr:112:563557

Redkin D. TRENDOVI I IZAZOVI U PONAŠANJU POTROŠAČA [Undergraduate thesis]. Požega: Polytehnic in Pozega; 2015 [cited 2024 December 23] Available at: https://urn.nsk.hr/urn:nbn:hr:112:563557

D. Redkin, "TRENDOVI I IZAZOVI U PONAŠANJU POTROŠAČA", Undergraduate thesis, Polytehnic in Pozega, Požega, 2015. Available at: https://urn.nsk.hr/urn:nbn:hr:112:563557

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Metadata
TitleTRENDOVI I IZAZOVI U PONAŠANJU POTROŠAČA
Title (english)TRENDS AND CHALLENGES IN CONSUMER BEHAVIOR
AuthorDario Redkin
MentorMarko Šostar (mentor)
Committee memberAnton Devčić
Committee memberMarko Šostar
Committee memberBerislav Andrlić
GranterPolytehnic in Pozega
(Social department)
Požega
Defense date and country2015-09-18, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Današnji suvremeni potrošač je izrazito zahtjevan i kompleksan. Teško ga je "pročitati" te je potreban višedimenzionalan pristup za pravilno razumijevanje njegovih preferencija i potreba. Također današnji potrošač je manje lojalan te od brenda traži konstantne adaptacije i unaprjeđivanje. Samo su kupci na tržištima u nastajanju pod utjecajem tržišnih marki. To ukazuje na proces razvoja samog tržišta ali i sazrijevanja samih potrošača koji jasno znaju što žele, jasno vide i prepoznaju kvalitetu te imaju širu paletu izbora i opcija pri odluci o kupnji. Kupci preferiraju sve osobniju komunikaciju s proizvođačima i prodavačima, jasan je trend traženja značenja, određene priče. Internet je medij koji najviše utječe na odluku o kupnji. Nove vrijednosti u društvu zamjenjuju one stare stoga se očekuje od marketinga da odgovori sa pristupom potrošaču kao prema partneru.
Abstract (english)
Today's modern consumer is very demanding and complex. It is difficult to "read" and multidimensional approach is needed for a proper understanding of his preferences and needs. Also today's consumer is less loyal to the brand, he is seeking constant adaptation and improvement from it. Only customers in emerging markets are affected by market brands. This indicates to a market development process and growth of consumers who clearly know what they want. They clearly see and recognize the quality, have a wider range of choices and options when choosing to buy. Customers prefer personal communication with manufacturers and retailers. Present trend among customers is seeking meaning, certain stories in products they are buying. Internet is the most influential medium that has impact on purchasing decision. Old values in society are replaced by the new ones, this is constant process, therefore marketing must observe consumer as a equal partner.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:112:563557
Study programmeTitle: Professional study of Commerce
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 on2015-09-28 11:42:36