20.500.12556/DKUM-13926 PRIMERJAVA ZAZNANE VREDNOSTI IZDELKOV V RAZLIČNIH KULTURNIH OKOLJIH COMPARING PERCIVED PRODUCT VALUE IN DIFFERENT CULTURAL ENVIRONMENTS Zaznana vrednost izdelka je razlika med vsemi zaznanimi žrtvami in koristmi določenega izdelka ter nam pove, kolikšno vrednost posameznik le-temu pripisuje. V teoretičnem delu naloge smo predstavili osrednja izhodišča, ki se nanašajo na obravnavano temo. Osrednji namen praktičnega dela diplomske naloge pa je bil primerjati zaznano vrednost energijske pijače Red Bull, trgovske verige H&M ter frizerskih storitev med Dunajem, Budimpešto in Mariborom. Dodatno nas je zanimalo še, kako anketiranci v izbranih treh mestih ocenjujejo vrednost preučevanih izdelkov. V diplomski nalogi smo uspeli doseči vse zastavljene cilje, vendar nam je uspelo potrditi zgolj štiri izmed devetih hipotez, ki smo si jih postavili v uvodu. Ugotovili smo, katere so po mnenju anketirancev najpomembnejše koristi in žrtve energijske pijače Red Bull, trgovske verige H&M ter frizerskih storitev in da so te povečini enotne med tremi mesti. Zanimalo nas je tudi, ali se zaznana vrednost obravnavanih izdelkov razlikuje med spoloma, pri čemer se je statistično značilna razlika v zaznani vrednosti med spoloma pokazala zgolj v primeru Red Bulla v Budimpešti in frizerskih storitev v Mariboru. Rezultati raziskave so pokazali, da se zaznana vrednost energijske pijače Red Bull, prodajne verige H&M ter frizerskih storitev pri posameznikih, starih od 19 do 26 let med Dunajem, Budimpešto in Mariborom statistično značilno ne razlikuje. Razen v primeru frizerskih storitev med Dunajem in Mariborom ni bilo nobene statistično značilne razlike v splošni oceni vrednosti obravnavanih izdelkov med preučevanimi mesti. Čeprav je raziskava pokazala, da ni nobene statistično značilne razlike v zaznani in splošni oceni vrednosti energijske pijače Red Bull, prodajne verige H&M ter frizerskih storitev med Dunajem, Budimpešto in Mariborom, je na takšen rezultat lahko vplivalo več dejavnikov. Eden izmed teh je lahko premajhen statistični vzorec; povsem upravičeno lahko sklepamo, da bi bil rezultat raziskave nekoliko drugačen, če bi bil vzorec večji. Prav tako je verjetno, da bi razlike v zaznani vrednosti bile statistično značilne, če bi v vzorec bile vključene vse starostne skupine. Na splošno je bil osnovni namen diplomske naloge predstaviti problematiko zaznane vrednosti izdelkov ter vpeljati idejo, da se le-ta lahko tudi pri standardiziranih izdelkih v različnih kulturnih okoljih razlikuje. Prepričani smo, da smo z diplomsko nalogo ta namen tudi dosegli. Perceived product value is the difference between all perceived costs and benefits of a particular product, and tells us what value an individual assigns to the product. In the theoretical part of the thesis we presented the main ideas related to the discussed topic. The main aim of the practical part of the Diploma thesis, on the other hand, was to compare the perceived value of the energy drink Red Bull, clothing chain H&M and haircut services between Vienna, Budapest and Maribor. We were additionally interested in how the interviewed from the three cities rated the value of the studied products. In the Diploma thesis we succeeded in reaching all of the set goals, but managed to confirm solely four out of the nine hypotheses that were stated in the introduction. We discovered what, according to the interviewed, are the most important costs and benefits of the energy drink Red Bull, clothing chain H&M and haircut services, and that the above mostly do not differ between the three cities. We were also interested in whether the perceived value of the investigated products differs between the sexes, and discovered that the statistically significant difference in the perceived value between the sexes was only found in the case of Red Bull in Budapest, and haircut services in Maribor. The results of the study showed that the perceived value of the energy drink Red Bull, clothing chain H&M and haircut services, in individuals aged between 19 and 26 years, statistically significantly does not differ between Vienna, Budapest and Maribor. Except in the case of haircut services in Vienna and Maribor, there was no statistically significant difference in the overall value assessment of the examined products between the investigated cities. Even though the study demonstrated that there is no statistically significant difference in the perceived and overall assessment of the value of the energy drink Red Bull, clothing chain H&M and haircut services between Vienna, Budapest and Maribor, many variables could have affected the result. One of them could be the insufficiently large statistical sample; it is completely reasonable to conclude that the results of the study could have been somewhat different if the sample was bigger. Furthermore, it is also likely that the differences in the perceived value would have been statistically significant if all the age groups were included in the sample. In general, the basic aim of the Diploma thesis was to present the subject matter of perceived product value and introduce the idea that the latter can differ in different cultural environments even in standardised products. We are convinced that we have achieved the above mentioned aim through the thesis. zaznane koristi zaznane žrtve zaznana vrednost izdelka posledice zaznane vrednosti izdelkov Red Bull H&M frizerske storitve Dunaj Budimpešta Maribor. perceived benefits perceived costs perceived product value consequences of the perceived product value Red Bull H&M haircut services Vienna Budapest Maribor. true true false [S. Koren] Slovenski jezik Angleški jezik Diplomsko delo 2010-05-11 12:42:44 2010-09-22 09:52:15 2022-04-12 11:35:51 2023-12-16 03:36:59 2010 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.6 10361372 URN:SI:UM:DK:N1P3TRZW UNI_Koren_Sebastian_2010.pdf UNI_Koren_Sebastian_2010.pdf 1 530A037035C50BEA2A23DDE7658511C5 ee05efc19283b8033924a18fbd41cad8fb03fc6fa1de90bdb8aa394c8ff11a0b 0725aa12-7c04-11eb-bb7a-00155d0001ca 20.500.12556/dkum/2b629ff1-b4c8-4024-b7f1-aadc11ec7c2f https://dk.um.si/Dokument.php?lang=slv&id=14479 Ekonomsko-poslovna fakulteta 0 0 0