20.500.12556/DKUM-22467 VPLIV VONJAV NA VEDENJE KUPCEV THE INFLUENCE OF ODOUR ON CONSUMER BEHAVIOUR Teoretično sestavljeno diplomsko delo obravnava področje marketinga doživetij ter se osredotoča na vonjave in njihov vpliv na vedenje kupca. Prvi del diplomskega dela je namenjen pregledu marketinga doživetij, pri čemer izpostavljamo predvsem hedonistične potrebe kupca ter medsebojno povezano vlogo atmosfere in doživetij. Nadaljujemo s kratkim pregledom vedenja kupca. V četrtem poglavju opredeljujemo vlogo vonjav v življenju posameznika, predstavimo osnovne pojme, povezane z vonjavami, ter podrobneje opišemo izredno pomemben proces zaznavanja. Podajamo tudi osnovno delitev vonjav ter predstavimo nekatere pomembnejše učinke. Drugi del naloge je namenjen predstavitvi vpliva vonjav na vedenje kupcev. Izpostavimo vpliv vonjav na priklic spominov, razpoloženje in procesiranje informacij ter oblikovanje ocen. Podajano primere iz prakse in predstavimo etične zadržke pri uporabi vonjav kot sredstvo za vplivanje na kupca. V sklopu diplomskega dela proučimo in predstavimo rezultate nekaterih pomembnejših raziskav s tega področja. Najpomembnejše ugotovitve so, da lahko skrbno izbrane in primerno implementirane vonjave pozitivno vplivajo na kupca, njegovo razpoloženje, obujanje spominov, zaznave okolja in izdelka ter podajanje nekaterih ocen. Na podlagi ugotovitev podajamo smernice in priporočila za uporabo vonjav v prodajalnah na slovenskem trgu. Theoretically composed diploma paper deals with experience marketing and focuses on ambient odours and their influence on consumer behaviour. The first part of the dissertation is dedicated to the overview of experience marketing, where we focus on hedonistic needs of the consumer and the interconnected role of the store atmospherics and experiences. We continue with a brief overview of consumer behavior. In chapter four we define the role of ambient odour in the life of an individual, present basic concepts related to ambient odours, and describe a very important process of perception in details. We also provide the basic division of ambient odours and present some of the major effects. The second part of the final dissertation is dedicated to presenting the impact of ambient odours on consumer behaviour. There, we expose the impact of ambient odour on revival of memories, moods, processing of information and consumer evaluations. We provide practical examples and present ethical reservations when using ambient odours as means to influence the consumer. In the context of the diploma paper we study and present the results of some of the most important researches in that field. The most important findings are that carefully chosen and properly implemented ambient odours can have a positive influence on the consumer, his moods, revival of memories, sensing the environment and product as well as expressing some evaluations. On the basis of these findings we provide guidelines and recommendations for the use of ambient odours in stores on the Slovenian market. Vedenje kupca marketing doživetij prodajno okolje atmosfera prodajalne vonjave vonj voh. Consumer behaviour experience marketing retail environment store atmospherics ambient odour smell olfaction. true true false [M. Todorović] Slovenski jezik Angleški jezik Diplomsko delo 2012-03-26 14:11:42 2012-07-02 08:47:28 2022-04-14 11:49:58 2023-12-30 03:07:09 2012 0 Slovenska Bistrica 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8 11111196 URN:SI:UM:DK:VNCRLUWI UNI_Todorovic_Mirjana_2012.pdf UNI_Todorovic_Mirjana_2012.pdf 1 F15BF2F49107EC1093FBBE5CB58C37C1 b88ced7ef3df2378685c9043c53e750499968919d91e80e232e13c1ab7def984 7e5f087a-7c06-11eb-bb7a-00155d0001ca 20.500.12556/dkum/3d190d80-f949-448f-b602-65b7ceb1dfad https://dk.um.si/Dokument.php?lang=slv&id=28998 Ekonomsko-poslovna fakulteta 0 0 0