20.500.12556/DKUM-60544 Analiza odločitvenega procesa kupca Analysis of buyer decision process Namen in cilj diplomske naloge je bil spoznati kaj vse vpliva na odločitveni proces kupca, kaj kupci kupujejo in pa predvsem, zakaj. Problem je, da je na slovenskem tržišču foto opreme moč zaznati veliko nihanje nakupov. Tako je problem vsakega posameznika ali podjetja, ki se ukvarja s prodajo, vedenje o obnašanju kupca, o njegovih željah, vrednotah, ipd. To predvsem velja za prodajni proces maloprodaje, torej prodaji končnim kupcem. V empiričnem delu smo z metodo anketiranja prišli do vzorca naključnih kupcev. Odgovore na vprašanja, ki so bil zastavljena v anketi, smo analizirali s statističnim programom SPSS. Ugotovili smo, da kupci še vedno najraje kupujejo direktno v trgovini, ter da na samo doživljanje nakupnega procesa kupca mesečni dohodek nima vpliva. Na podlagi našega vzorca anketirancev smo ugotovili tudi, da določeni oglaševalski slogani enako vplivajo tako na kupce ženskega spola kakor tudi na moške. V teoretičnem delu diplomske naloge smo ugotovili, da se potrošnikovo obnašanje lahko razume in razlaga z analiziranjem potreb ki upravljajo z njegovim obnašanjem. Med drugim, ravno porušeno razmerje potreb privede do odločitve kupca za pričetek procesa nakupa. Ugotovili smo, da če bomo razumeli povezavo med kupčevo naklonjenostjo izdelku oz. storitvi in njegovim doživljanjem vsakdana, bomo mogoče dobili vpogled v svet sodobnega potrošništva. The purpose and objective of the thesis was to discover which factors influence the buyer's decision-making process; what do buyers buy and mostly, why at all. The problem is that in the Slovene market of photo equipment there are large fluctuations of purchases. So this is a problem for each individual or company who deals with sales. They need to know how the buyer behaves, what he desires, values, etc. This applies mostly to the selling process of retailers, therefore selling to end customers. In the empirical part, a survey showed the pattern of random buyers.The answers to the questions that were asked in the survey were analysed with the statistical software SPSS. We discovered hat the buyers still prefer to buy directly in the shop and that the experience of the buying process is not influenced by the buyer's monthly income. Based on the interviewees' pattern, we discovered that certain advertising slogans influence the male and the female buyers equally. In the theoretical part of the thesis we discovered that the buyer's behaviour can be understood and explained by analysing the needs that manage his behaviour. Among other factors, the imbalance of needs leads to the buyer's decision to start the buying process. We discovered that if we can understand the connection between the buyer's affection towards the product or service and his everyday experience, we might get an insight into the world of contemporary consumerism. potrošnik nakupno odločanje trg odločitve potrošnika Consumer Decision of buying Market Consumer decision true true false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2016-06-23 14:11:39 2016-11-11 09:39:36 2022-06-23 03:11:18 2019-07-11 11:50:05 2016 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 7833619 URN:SI:UM:DK:AWBV5MPP UN_Ursic_Damjan_2016.pdf UN_Ursic_Damjan_2016.pdf 1 D3BE5BB020B6A0A98ACF14963AF8BF7E a9929d062b9928d5b50567a78a3bb8570c747945b7b7167a04f9fc7625b66533 6fb38779-7c0d-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=104100 Fakulteta za organizacijske vede 0 0 0