20.500.12556/DKUM-61353 MLADI PORABNIKI IN NJIHOVE NAKUPNE ODLOČITVE YOUNG CONSUMERS AND THEIR PURCHASE DECISIONS Diplomsko delo je osredotočeno na preučevanje nakupnih navad različnih generacij, izpostavljena je generacija Y. Trženje je eden najstarejših družbenih procesov, s katerim podjetja zbirajo informacije o določeni skupini porabnikov. Ko izberejo svojo ciljno skupino, poiščejo najustreznejši pristop, s katerim se ji bodo približali. Predstavniki generacije Y so odraščali v dobi razcveta informacijske tehnologije. Internet jih spremlja že od samega otroštva, zato imajo največ znanja o njem, predvsem pa zelo dobro razumejo namen oglaševanja. Tako o tem, kar jih zanima, kot o tem, kar jim ni znano, zelo hitro pridobijo informacije. Trženje, namenjeno tej ciljni skupini, mora biti zato zelo premišljeno. V raziskovalnem delu naloge smo pripravili anketni vprašalnik, ki ga je izpolnilo 105 pripadnikov generacije Y. Zanimalo nas je, kakšne so splošne navade mladih, predvsem smo se osredotočili na načine trženja, ki jih prepričajo v nakup. Poleg tega smo želeli izvedeti tudi, katere načine nakupovanja uporabljajo, v prvi vrsti, ali nakupe opravljajo tudi preko spleta ter ali so impulzivni, rutinski ali vsakodnevni kupci. Zbrali smo tudi njihove demografske podatke, saj smo želeli izvedeti, kolikšen delež anketirancev je zaposlenih. Zanimal nas je njihov odnos do blagovnih znamk, kaj vse vpliva na njihovo odločitev zanje in koliko sta pomembni tako cena kot kakovost izdelka oziroma storitve. Dotaknili smo se tudi načinov plačila, saj nas je zanimalo, ali mladi plačujejo z gotovino. Podjetje, ki nima zagotovljenega dobrega trženja, je neuspešno in ne more konkurirati. Dobro poznavanje trga in porabnikov gradi pravi odnos, ki bo kupce prepričal. The focus of the thesis is on studying purchasing habits of different generations with the main attention on the generation Y. Marketing represents one of the oldest social processes that companies use to gather information on a specific group of customers. After choosing their target group, the companies search for the most suitable approach, which they will use to get close to them. The generation Y’s representatives grew up in the era of the informational technology boom. The internet has been a part of their life since their childhood and therefore, they have the most knowledge about it; moreover, they very well understand the purpose of marketing. They quickly acquire information not only on the things they are interested in but also on those with which they are not familiar. Therefore, marketing designed for this target group has to be very prudent. In the research part of the thesis, a survey questionnaire was prepared, and 105 representatives of the generation Y have completed it. Our interest was in the general habits of young people, mainly in the marketing methods that persuade them to make a purchase. In addition, our interest was in finding out what are the ways of purchasing they use, primarily if they make purchases also through the internet and whether they are impulsive, routine or everyday buyers. Also, their demographic data was collected, to find out what proportion of the respondents is employed. Our interest was also in their attitude towards brands, what are the factors that influence their decision to purchase them and how important are the price as well as the quality of a product or a service. In addition, the payment methods were mentioned, since our interest was in whether young people pay with cash. A company that does not have good marketing is not successful and cannot compete. Good knowledge of the market and customers builds the right attitude that will persuade the customers. Generacije trženje nakupne odločitve Generations marketing purchasing decision true true false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2016-08-02 08:44:31 2016-10-10 10:15:42 2022-06-26 03:06:13 2019-07-11 12:17:49 2016 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 7757075 URN:SI:UM:DK:ZYF1VOUJ UN_Teran_Sifrer_Sabina_2016.pdf UN_Teran_Sifrer_Sabina_2016.pdf 1 5AF37736D0E4A4261A70936FC452AF69 3f81000839c4c507ed437d251bcb0352bba4c47dcbe27ea4bde0b8fb8b71a435 f68760a3-7c0c-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=97706 Fakulteta za organizacijske vede 0 0 0