20.500.12556/DKUM-67249 Samopodoba pivcev piv mikropivovarjev Selfimage of the micro brewery beer consumers Iz obdobja bitk med pivci lagerjev prehajamo v obdobje velikega porasta mikropivovarn. Čeprav je Slovenija izgubila svoji dve največji pivovarni, pridobiva množico manjših in kulinarično usmerjenih pivovarjev. Domače pivovarstvo postaja alternativni trend, na neki način bi lahko rekli subkultura. Konkurenca na področju mikropivovarstva se naglo veča. Danes jih lahko na našem območju najdemo vsaj petdeset in število vztrajno raste. Tako kot vsak trend se bo tudi ta počasi umiril in ostali bodo le najboljši. Da bi mikropivovarji postali konkurenčni, morajo svojo dejavnost profesionalizirati. Celotno načrtovanje in strateško planiranje se začne pri preučevanju odjemalcev. Kot kupci se zavedamo široke ponudbe in postajamo med celotnim procesom odločanja vedno bolj zahtevni. Razumevanje odjemalcev predstavlja ponudnikom izziv in posledično tudi pogoj za preživetje. Odjemalce morajo dobro spoznati, saj je osnovni namen trženja odzivanje in zadovoljevanje potreb in želja ciljnih uporabnikov. Na vedenje in odločanje odjemalcev vplivajo mnogi dejavniki. Na eni strani zunanji vplivi, kot so kultura, demografski dejavniki, socialne oznake, na drugi pa notranji dejavniki oziroma posameznikove percepcije, učenje in spomin, motivi, osebnost in čustva. Med seboj se prepletajo in močno vplivajo ter oblikujejo samopodobo. Lahko rečemo, da je samopodoba posameznikovo doživljanje sebe in smernik vedenja. V sklopu marketinga označujemo izraz samopodoba s konceptom samega sebe oziroma konceptom jaza. Obravnavamo ga vsaj iz dveh vidikov; dejanskega in idealnega jaza. Ta nam služi kot vodilo pri usmerjanju nakupnega vedenja. Izdelki, ki odražajo naš jaz, so nam bolj privlačni, saj nam predstavljajo simbol, ki zvišuje ali vzdržuje našo samopodobo. Diplomski projekt je razdeljen na teoretični in praktični del. Teoretični del zajema opredelitve ključnih pojmov: vedenje odjemalcev, samopodobo posameznika, koncept jaza, dimenzije samopodobe ter povezavo med samopodobo in imidžem izdelkov. Na kratko smo predstavili mikropivovarne, njihovo dejavnost in posebnosti v primerjavi z industrijskimi pivovarnami. Teoretična izhodišča in predpostavke smo preverili na primeru samopodobe pivcev piva mikropivovarjev. Ugotovili smo, kakšno podobo imajo pivci piv mikropivovarjev in kako se v več postavkah razlikuje od samopodobe pivcev industrijskih piv. Prav tako smo ugotovili glavne razlike med imidži piv pikropivovarjev in potrdili teorijo skladnosti samopodobe in imidža piva. From the period of battles between the industrial beer breeders, we pass into a period of great growth of microbreweries. Although Slovenia has lost its two largest breweries, it is gaining a host of smaller and culinary-oriented brewers. Domestic brewing is becoming an alternative trend, in a way, we could say a subculture. Competition in the field of micro-breeding is on the rise. Today, at least 50 of them can be found in our area and the number is growing steadily. Just like any trend, it will slow down and in the and only the best will stand. In order to become competitive, micro-brewers must be professionalized. Complete planning and strategic planning begins with the study of customers. As buyers, we are aware of the wide range of offers and we are becoming increasingly demanding throughout the decision-making process. Understanding customers is a challenge for providers and consequently a condition for survival. Clients need to get to know it well, as the main purpose of marketing is to respond and meet the needs and wishes of the target users. Many factors influence customer behavior and decision-making. On the one hand, external influences such as culture, demographic factors, social labels and other internal factors or individual perceptions, learning and memory, motivation, personality and emotions. They intertwine with each other and influence strongly and shape self-esteem. We can say that self-perception is an individual's experience of self and a guideline of behavior. As part of marketing, we define the term self-image with the self concept. We deal with at least two aspects; the real and the ideal self image. This serves as a guide to guiding buy behavior. Products that reflect our self imsge are more attractive to us because they represent a symbol that raises or at least maintains our self-esteem. The diploma project is divided into theoretical and practical part. The theoretical part covers the definition of key concepts: customer behavior, self-image of the individual, the self concept, the dimension of self-image, and the connection between self-image and image of products. We briefly presented micro-brewers, their activity and their specificities in comparison to industrial breweries. The theoretical starting points and assumptions were examined in the case of the self-esteem of beer brewers and micro-brewers. We found out what kind of image brewers have in the breweries of micro-brewers and how it differs from the self-esteem of beers of industrial beers. We also found the main differences between the images of beer pickers and confirmed the theory of consistency of the self-image and the image of beer. vedenje odjemalcev samopodoba imidž izdelka koncept jaza mikropivovarna Customer behavior self-image image of the product self-concept micro-brewering true true false [Š. Dominko] Slovenski jezik Angleški jezik Delo diplomskega projekta/projektno delo 2017-08-08 20:42:03 2017-12-01 10:45:10 2022-08-01 13:43:57 2019-07-11 16:13:55 2017 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 159.9 12909596 URN:SI:UM:DK:T7PVTZYP UN_Dominko_Spela_2017.pdf UN_Dominko_Spela_2017.pdf 1 28341EDCE59AA56A3769795029AFF566 66e51831a0eff8a04ea7826fdda4e1e3e4fe1c5aab36bdf0f1e8be2719fe23ab 917025f8-7c0e-11eb-bb7a-00155d0001ca 20.500.12556/dkum/41e12adb-67f8-465c-8f0b-37258e89c242 https://dk.um.si/Dokument.php?lang=slv&id=116124 Ekonomsko-poslovna fakulteta 0 0 0