20.500.12556/DKUM-10643 ANALIZA CILJNIH SKUPIN KUPCEV GORENJKE ANALYSIS FOR THE AIM STUDY GROUP OF GORENJKA PRODUCT'S CONSUMERS Z diplomsko nalogo »Analiza ciljnih skupin kupcev Gorenjkinih izdelkov« sem želel ugotoviti, ali obstaja korelacija med pogostostjo nakupa Gorenjkinih izdelkov in dejavniki, kot so kupna moč in demografski podatki potrošnikov (ali imajo majhne otroke, starost potrošnikov,…) in druge vplive, na pogostost nakupa. V teoretičnem delu sem opisal komuniciranje organizacije z okoljem, odnose z javnostmi, razčlenil in razložil sem 7P marketinški splet, ter razložil pojme, kot so image, ugled in identiteta. V raziskovalnem delu sem s pomočjo anonimne ankete, ki je bila izvedena med naključnimi obiskovalci trgovskih centrov, ki so kupovali sladkarije, potrdil oziroma zavrnil hipoteze. Postavil sem naslednje hipoteze: H1: Med pogostostjo nakupa in višino dohodka na družinskega člana obstaja povezava. H2: Cena je bolj povezana s pogostostjo nakupa kot okus. H3: Povezava med starostjo in pogostostjo nakupa je zelo velika. Po opravljeni anketi in izračunu Pearsonovih koeficientov sem moral zavrniti vse hipoteze. Sprejel bi lahko le obrnjeno drugo hipotezo, kar pomeni, da ima okus večjo povezavo s pogostostjo nakupa kot cena. Gorenjka bi morala še večjo pozornost posvetiti kvaliteti in novim okusom, saj so potrošniki, ne glede na trenutno gospodarsko situacijo, še vedno pripravljeni za manjše drobnarije, odšteti enako vsoto denarja, kot včasih. In the research study »Analysis for the aim study group of Gorenjka products' custumers« I wanted to determine the correlation between the frequency of Gorenjka products purchase and factors, such as purchase power, demographical data on consumers (if they have children, age of consumers...) and other impacts on frequency of purchase. In theoretical chapter I described the organization communicating with environment, public relations, dissected and explained 7P marketing web, explained concepts like image, reputatation and identity. In research work I used anonymous questionnaire, answered by coincidental shopping mall visitors, who bought candies to help me confirm or disprove the hypothesis. I determined next hypothesis: H1: There is a connection between the frequency of purchase and the level of income per family member. H2: The price is more connected to the frequency of purchase than taste. H3: The connection between the age of a customer and the purchase frequency is evident. Examinated questionnaire and calculated Pearson’s coefficient helped me realize, that none of the hypothesis were accurate. Gorenjka should pay more attention on quality and new tastes, because customers are still prepared, no matter what the economic situation is, to pay the same amount of money as before. - blagovna znamka - marketinški splet - image - ugled - odnosi z javnostmi - Trademark - Marketing web - Image - Reputation - Public relations true true false Slovenski jezik Angleški jezik Diplomsko delo 2009-05-29 10:20:36 2009-07-17 10:34:59 2022-04-11 16:26:45 2022-04-16 03:36:48 2009 0 Kranj 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 6474003 URN:SI:UM:DK:IARMUBUD UNI_Milic_Igor_2009.pdf UNI_Milic_Igor_2009.pdf 1 35DE6B6E21F13B2C1CAD952131958270 1a9844a12a37c646dfaf3154b8da3404870f7cfef252c33e3db7e1b5af822973 e2c81ae7-7c02-11eb-bb7a-00155d0001ca 20.500.12556/dkum/4eaa2ae0-303e-4b79-93bd-d5e2ef77074f https://dk.um.si/Dokument.php?lang=slv&id=8841 Fakulteta za organizacijske vede 0 0 0