20.500.12556/DKUM-19638 POMEN MODNIH OBLAČIL ZNAMK Z VIDIKA PORABNIKOV MEANING OF FASHION CLOTHING BRANDS FROM THE VIEW OF CONSUMERS Glavni namen diplomskega seminarja je bil ugotoviti, kakšen je odnos uporabnikov do modnih oblačilnih znak in kaj vpliva na njihov nakup. Najprej smo se seznanili s pojmom mode in oblačenja, nato z blagovno znamko in z nakupnim vedenjem potrošnikov ter nazadnje smo izvedli raziskavo in rezultate ustrezno prikazali. Blagovne znamke imajo pomembno funkcijo v modnem svetu, tako za podjetja kot za porabnike. Porabnikom blagovna znamka zagotavlja kakovost in tudi pridobitev nekega imidža in statusa v družbi. Močna blagovna znamka prinaša podjetju dobiček in spodbuja povpraševanje odjemalcev. Poleg tega močna znamka omogoča postavljanje visokih cen in širjenje asortimana izdelkov ter uvajanje novih izdelkov. Z raziskavo smo ugotovili, da imajo blagovne znamke v nakupnem procesu še kar veliko vlogo. Kar 72,5 odstotkov anketirancev namreč meni, da so blagovne znamke pomembne in 35 odstotkov jih meni, da so izjemno pomembne. The main purpose of graduate seminar was to determine the attitude of users to fashion clothing brands, and what affects on their purchase. First we learn about the concept of fashion and dress, then the brand and purchase behavior of consumers. Finally, we conducted a survey and display the results properly. Brands have an important function in the fashion world for both businesses and consumers. Customers brand ensures quality and even obtain an image and status in society. A strong brand provides the company with profits and encourages customers demand. In addition, a strong brand allows the setting of high prices and product range expansion and introduction of new products. With research we found that brands have a big role in the purchase process. 72.5 percent of respondents believes that the brands are important and 35 percent believe that they are extremely important. blagovna znamka modne oblačilne znamke potrošnik zvestoba blagovni znamki nakupno vedenje brand fashion clothing brands consumer brand loyalty buying behavior true true false [N. Hafner] Slovenski jezik Angleški jezik Delo diplomskega seminarja/zaključno seminarsko delo/naloga 2011-08-18 11:26:09 2011-11-18 15:41:53 2022-04-13 15:32:43 2023-12-25 03:31:44 2011 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.6 10839836 URN:SI:UM:DK:BYXOWGYD UNI_Hafner_Neja_2011.pdf UNI_Hafner_Neja_2011.pdf 1 C544E0559F9E2B32B2A8E0055D74F3E6 60229ed5446368398a029c0cc8b52cf240d10aacdb61f3dd50e0a667de3a2ba3 6c87f71c-7c05-11eb-bb7a-00155d0001ca 20.500.12556/dkum/e0f4e230-e69e-4881-b299-8d061400c0ab https://dk.um.si/Dokument.php?lang=slv&id=23922 Ekonomsko-poslovna fakulteta 0 0 0