20.500.12556/DKUM-44996 TRŽENJSKI SPLET KMETIJSKO GOZDARSKE ZADRUGE SAVA Z.O.O., LESCE IN NAKUPNE ODLOČITVE KUPCEV MARKETING MIX AGRICULTURAL COOPERATIVES SAVA Z.O.O., LESCE AND PURCHASE DECISIONS OF CUSTOMERS V diplomski nalogi bomo predstavili Kmetijsko gozdarsko zadrugo Sava z.o.o., Lesce. Na kratko bomo opisali zgodovino zadruge, seznanili se bomo z vsemi dejavnostmi, s katerimi se ukvarjajo, vam predstavili vse, kar imajo na tržišču, torej katere storitve in izdelke ponujajo, predstavili prvine ter 4 x P – trženjski splet zadruge. Glavni namen naše diplomske naloge bo ugotoviti, zakaj se kupci odločajo za nakup v kmetijski zadrugi, ugotoviti zadovoljstvo kupcev s ponudbo izdelkov, cenami izdelkov, blagovnimi znamkami, plačilnimi pogoji, kakšno je zadovoljstvo pri urejenosti zunanjosti in notranjosti kmetijske zadruge, kakšne so izkušnje z izdelki in trgovino, ocenjevali bomo tudi prijaznost in strokovnost zaposlenih. V teoretičnem delu bomo opisali pomen trženjskega spleta, prvine trženjskega spleta (7 x P), pomen nakupnega odločanja, proces nakupnega odločanja, nakupne vloge kupcev, nakupno vedenje, stopnje v procesu nakupnega odločanja in predstavili dejavnike, ki vplivajo na nakupne odločitve. V raziskovalnem delu bomo uporabili anketni vprašalnik, ki smo ga izvedli v njihovi kmetijski trgovini v Lescah, in na katerega je odgovorilo 70 anketirancev. Naredili bomo celotno analizo vprašalnika, vprašanja opisali ter jih odstotkovno in grafično ponazorili. V sklepnem delu bomo navedli ugotovitve raziskave in možne predloge za izboljšanje delovanja organizacije. This thesis will present the Agricultural and Forestry Cooperative Sava z.o.o., Lesce. It will briefly describe the history of this cooperative, its main activities, its main products and services and will summarize the characteristic of the cooperative's marketing mix – 4 x P. The main goal of this thesis is to establish why customers decide to buy products in the cooperative, are they satisfied with the product range, prices, brands, payment terms, do they find the exterior and the interior of the building neat and organised, what are their experiences with the products and the store. Friendliness and professionalism of the employees will also be evaluated. The theoretical part of the thesis will define the importance of marketing mix (7 x P), the meaning of purchase decision-making, process of decision making, purchasing roles of the customers and purchasing behaviour. It will also present the factors that influence the purchasing decisions. The research will include a survey which was carried out in their agricultural trade in Lesce. The questionnaire was answered by 70 people. A complete analysis of the questionnaire will be made, the questions will be described, illustrated according to percentage and graphically. In the final part the conclusions of the survey and the possible improvements in the functioning of the organisation will be presented. trženjski splet nakupne odločitve zadovoljstvo dejavniki Kmetijsko gozdarska zadruga Sava z.o.o. Lesce marketing mix purchasing decision customer satisfaction factors Agricultural and Forestry Cooperative Sava z.o.o. Lesce true true false Slovenski jezik Angleški jezik Diplomsko delo 2014-07-16 15:24:25 2014-09-03 13:55:17 2022-05-14 03:06:56 2021-05-01 03:32:18 2014 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 7328531 URN:SI:UM:DK:I7YZGSSU VS_Nadizar_Petra_2014.pdf VS_Nadizar_Petra_2014.pdf 1 C8BB4F6B1630EE49B1F33D4449EC5706 5b93d2d5c2b097b83441180a8246e8d06396f52b350460ce827be48a0b841e09 fdf0a201-7c0a-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=64934 Fakulteta za organizacijske vede 0 0 0