20.500.12556/DKUM-15780 ZGODOVINA RAZISKOVANJA VEDENJA PORABNIKOV HISTORY OF CONSUMER BEHAVIOUR RESEARCH Raziskovanje vedenja porabnikov je postalo eno izmed bolj pomembnih področij marketinga, tako večina uspešnih tako slovenskih kakor seveda tudi tujih organizacij namenja veliko pozornost raziskovanju trga in porabnikov. Iz predhodnih študij lahko ugotovimo, da etnocentrizem vpliva na posameznikove odločitve in vedenje pri izbiri in nakupu izdelkov in blagovnih znamk domačega ali tujega izvora. V diplomsko nalogo sem vključila dve raziskavi, ki proučujeta pojav nacionalne identitete in ekonomskega domoljubja v nakupnem vedenju slovenskih porabnikov. Iz študije avtoric Irene Vide in Mojce Maher Pirc, kjer je bila analiza opravljena na reprezentativnem vzorcu odraslih Slovencev je pokazala zmerno izraženo nagnjenje k ekonomskemu etnocentrizmu med domačimi porabniki. Podobne ugotovitve so raziskovalci dobili tudi pri proučevanju domoljubnega nakupnega vedenja, pri čemer je v očeh slovenskih porabnikov domač izvor blaga pomembnejši pri netrajnih izdelkih in storitvah. Rezultati pokažejo tudi, da so izdelki, narejeni v članicah Evropske unije pred letom 2004, bolje ocenjeni v primerjavi z domačimi izdelki. Tako kot raziskava Irene Vide in Mojce Maher Pirc, je tudi raziskava Dr. Irene Vide in Darka Dujić pokazala šibko nacionalno identiteto slovenskih porabnikov. Slovenija se v izbrani skupini narodov v primerjavi z drugimi državami/regijami po primerjavi izmerjenega indeksa ekonomskega ekocentrizma uvršča nekje na sredini, tako med državami/regijami JV Evrope, kakor tudi med razvitejšimi državami, kot so Švedska na spodnji skrajnosti kontinuuma ter Srednja in Severna Amerika z močno izraženo nacionalno identiteto na nasprotni strani. Tako kot v teh dveh malce bolj obširnih raziskavah sem tudi z ostalimi primeri želela prikazati kako pomembno je raziskovanje vedenja porabnikov na vseh področjih in trgih. Da vedenje porabnikov ne raziskujejo od včeraj, ampak se temu področju posvečajo strokovnjaki in profesorji že vrsto let. Danes veliko pozornosti raziskovanju vedenja porabnikov namenjajo tako na Katedri za Marketing, Inštitutu za marketing na Ekonomsko-poslovni fakulteti v Mariboru in tudi na Katedri za trženje na Ekonomski fakulteti v Ljubljani. Njihovo dobro in uspešno delo pa cenijo tako strokovnjaki, gospodarstveniki kakor tudi študenti. Consumer behavior research has become one of the most important fields of marketing and the most of Slovenian and of course foreign organizations pay a lot of attention on marketing research and consumer research. We can conclude from previous researches that ethnocentrism influences individual’s decisions and his/her behavior when choosing and buying products and brands made by local or global producer. I have put two researches in my paper that examine closely phenomena of national identity and economic patriotism in behavior of Slovenian shoppers. Irena Vide and Mojca Maher Pirc did the research among adult Slovenians and they concluded that Slovenians are moderate economic ethno centrists. Similar findings were revealed by other researches when they were investigating patriotic shopping behavior. For Slovenians are homemade perishable products and local services more important than imported. Results also show that are products, made in EU before 2004 ranked better comparing with home products. Two researches, one by Irena Vide and Mojca Maher Pirc and the other, by Dr. Irena Vide and Darko Dujić showed weak national identity of Slovenian consumers. Comparing to other countries/regions of Southeast Europe is Slovenia somewhere in the middle by measured index of economic ethnocentrism. It is also somewhere in the middle in comparing to developed countries, like Sweden (which is at lowest limit) and Middle and North America (with strong national identity at opposite limit). As in those two a little more extensive researches I also wanted to show other examples of the importance of consumer behavior research in all areas and markets. That it does not examine consumer behavior since yesterday, but this area is devoted to experts and professors for many years. Nowadays, a lot of attentions pay Marketing Department, Marketing Institute at Faculty of Economy and Business at University of Maribor and also in Marketing Department in Faculty of Economics in University of Ljubljana. Their quality and successful work is respected by specialists, economists and students. zgodovina vedenje porabnikov raziskava porabnikov nakupno vedenje Slovenija history consumer behaviour consumer research purchase behavior Slovenia true true false [T. Rošer] Slovenski jezik Angleški jezik Delo diplomskega seminarja/zaključno seminarsko delo/naloga 2010-09-20 12:56:21 2010-12-22 13:29:29 2022-04-13 07:35:28 2023-12-19 03:26:48 2010 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8 10496028 URN:SI:UM:DK:JF9KA5ZK UNI_Roser_Tina_2010.pdf UNI_Roser_Tina_2010.pdf 1 9AF99867C11626D60790507E09FBA806 e56bc4d76c8a94794ce8c1efd997e2c468f2b9547d0cdda0d9f5f0d1e17fd78f 7b1d3516-7c04-11eb-bb7a-00155d0001ca 20.500.12556/dkum/e0a165c0-a2ef-46c1-ac44-420dc609ceba https://dk.um.si/Dokument.php?lang=slv&id=17520 Ekonomsko-poslovna fakulteta 0 0 0