20.500.12556/DKUM-47441-9a5c78dd-83de-f483-a134-a08ebbb6b258 POMEN KUPČEVIH ODLOČITEV ZA IZBIRO TRGOVCA MEANING OF BUYERS DECISIONS ABOUT CHOOSING A RIGHT SALESMAN Zadovoljen kupec v današnjih časih še ne pomeni zvest kupec. Kupci so v kriznih časih bolj preudarni, zahtevni in varčni, zato se morajo trgovci zelo potruditi, da bi obdržali zveste in pridobili nove kupce. Razumeti vedenje kupcev je končni cilj vseh trgovcev, zato smo v diplomski nalogi predstavili šest največjih trgovcev v Sloveniji, to so: Mercator, Tuš, Spar, Lidl, Hofer in Eurospin. Diplomsko nalogo smo razdelili na dva dela, teoretični in raziskovalni. V teoretičnem delu smo opisali stopnje nakupnega odločanja, v katerem podrobno opišemo petstopenjski model, ki so ga razvili trženjski strokovnjaki, dejavnike, ki vplivajo na vedenje kupcev (psihološki, družbeni, osebni in kulturni), predstavitev šestih največjih trgovcev in pa marketinški splet. V raziskovalnem delu naloge smo predstavili rezultate ankete, interpretirali rezultate raziskave in podali svoje predloge. Zanimalo nas je predvsem, v kateri trgovini naši anketiranci opravljajo vsakodnevne, mesečne, letne nakupe in zakaj se odločijo prav za izbrano trgovino. Anketni vprašalnik je izpolnilo 100 anketirancev. Rezultati so prikazani v obliki grafikonov. A satisfied customer in this day and age does not mean a loyal customer. Customers are in times of crisis, more savvy, demanding and efficient, so traders must make every effort to keep loyal customers and gain new ones. To understand the behavior of customers is the ultimate goal of all traders, so in our thesis we presented six largest retailers in Slovenia which are: Mercator, Tuš, Spar, Lidl, Hofer and Eurospin. Thesis was divided into two parts: theoretical and research. In the theoretical part we describe the level of consumer decision making, detailing the five-step model, developed by marketing experts, factors that influence the behavior of customers (psychological, social, personal and cultural), presentation of the six largest retailers and marketing mix. In the research part of the thesis, we present the results of the survey, interpret the results of research and we gave our own suggestions. We were primarily interested in which store our respondents are engaged in daily, monthly, and annual purchases and why they choose the selected store. The questionnaire was completed by 100 respondents. The results are shown in the form of graphs. kupci največji trgovci petstopenjski model marketinški splet customers largest retailers the five-step model marketing mix true true false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2015-02-20 13:39:31 2015-03-27 12:30:10 2022-05-22 03:06:22 2021-05-06 03:38:34 2015 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 7412243 URN:SI:UM:DK:74WHPOF1 VS_Blazan_Ivana_2015.pdf VS_Blazan_Ivana_2015.pdf 1 DD36F801709C01A05820BAA41AC26D45 7a0621dc6deadaa1bd1ecfdddea7c0da7328aaa3080c83920fe1b354924014f0 94dc2858-7c0b-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=70474 Fakulteta za organizacijske vede 0 0 0