20.500.12556/DKUM-57163 Vrednote in dejavniki za izbiro gotovine ali kreditnih kartic kot načina plačila Values and Decision Factors in Choosing Cash or Credit Cards as a Method of Payment Današnji uporabnik je podvržen čedalje bolj številnim vplivom okolja, široki ponudbi in agresivnemu komuniciranju storitev in izdelkov. Zato je pomembno poznati dejavnike odločanja in vrednote posameznikov, saj imajo odločilen vpliv na izbor posamezne storitve ali izdelka. Magistrsko delo obravnava področje marketinga, natančneje področje vedenja uporabnikov. Proučuje vrednote in dejavnike odločanja uporabnikov gotovine in uporabnikov kartic z odloženim plačilom. V magistrskem delu so predstavljeni teoretični izsledki s področja dejavnikov izbire izdelkov in storitev ter vrednot; v praktičnem delu je bil cilj magistrske naloge raziskati, ali se med uporabniki enega in drugega načina plačila pojavljajo razlike v ocenjevanju pomembnosti dejavnikov odločitve in vrednot. Iz rezultatov raziskave je razvidno, da razlike obstajajo. Dejavniki izbire, pri katerih med skupinama uporabnikov ne obstajajo statistično pomembne razlike pri njihovem vrednotenju, so: hitrost plačila, varnost plačila, nadzor nad porabljenimi sredstvi in stroški načina plačila. Dejavniki, pri katerih se vrednotenje razlikuje, pa so: praktičnost plačila, nadzor nad plačilom, možnost brezobrestnega zamika plačila za 1 mesec, možnost plačevanja v tujini in enostavnost plačevanja na obroke. Vse naštete dejavnike razen nadzora nad plačilom višje vrednotijo uporabniki kartic z odloženim plačilom. Pri treh skupinah vrednot od skupaj devetih ni opaziti statistično pomembne razlike med obema skupinama. To so so vera, kultura, umetnost in ustvarjalnost ter družinska sreča, razumevanje s partnerjem, ljubezen do otrok, ljubezen in upanje. Izsledki raziskave lahko služijo kot vodilo pri večevanju prodaje kartic z odloženim plačilom. Vendar pa področje, ki sem ga preučevala, zahteva še dodatno poglobljeno raziskovanje: kateri so tisti dejavniki in vrednote, ki bi jih bilo treba upoštevati, bi lahko zanesljivo podala le širša in bolj poglobljena raziskava, izvedena na dovolj velikem vzorcu. As consumers we are strongly influenced by our surroundings, incredible amount of offer and agressive marketing communication. As they importantly guide consumer buying decison, it is important to know the values and decision factors that influence consumers generally and particularly. Masters work offers insight into marketing and more specifically, consumer behaviour. It researches values and decison factors of consumers who use cash or cards with delayed payment. In its theoretical part, it gives insight into values and decision factors of products and services. In its practical part, reserach attempts to define whether there are any differences in values and decison factors evaluation among two groups of buyers – those who use cash and those who use cards with delayed payment. Research points out that the differences exist. Decision factors, for which no statistically important differences were established, are; how quickly the payment can be made, payment safety, spendings control and cost of method of payment. Decision factors, for which there are statistically important differences among two groups, are: feasibility of payment, control over payment, posibility of delaying the payment for one month with no interests, posibility to pay abroad and feasibility of installments. All listed decision factors, except control over payment, are valued higher by users of cards with delayed payment. Within three groups of values there are no statistically important differences among both groups of consumers. These are religion, culture, art, creativity, family happiness, good partnership, love for children, love and hope. Research results offer certain insight for marketers how to further promote usage of cards with delayed payment in Slovenia. Further and deeper analysis, based on suitably large sample, could define which values and decision factors play most important role. Key words: marketing, consumer behaviour, decision factors, values, cards with delayed payment. marketing nakupno vedenje uporabnikov vrednote dejavniki izbire kartice z odloženim plačilom marketing consumer behaviour decision factors values cards with delayed payment true true false N. Potočnik Slovenski jezik Angleški jezik Magistrsko delo 2016-01-23 09:00:50 2016-03-31 09:53:02 2022-06-13 03:06:14 2021-05-15 03:42:23 2016 0 [Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.7 12248860 URN:SI:UM:DK:56CZUNNU MAG_Potocnik_Nina_2016.pdf MAG_Potocnik_Nina_2016.pdf 1 6FC024C5E633BF9CE048AB5DFC03CED6 fabf160ac6d8b25beee418e26a64cf615bb461cdc32a0ffe2919625eb2dcb223 f089c188-7c0b-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=86733 Ekonomsko-poslovna fakulteta 0 0 0