20.500.12556/DKUM-76517 Vpliv potrebe po edinstvenosti na cenovno občutljivost in statusno potrošnjo med odjemalci: primer blagovne znamke butters naravna kozmetika Impact of need for uniqueness on price sensitivity and status consumption among customers: case of butters natural cosmetics Za podjetja sta zadovoljstvo in navdušenje njihovih odjemalcev, ki jim na dolgi rok omogočajo poslovanje in preživetje v kriznih razmerah, ključna koncepta. V ta namen se morajo v podjetjih usmerjati v ugotavljanje in raziskovanje nakupnega vedenja odjemalcev in ugotovitvam prilagoditi celoten marketinški splet in poslovni proces. Temu konceptu smo sledili tudi mi in se prvič od obstoja blagovne znamke Butters naravna kozmetika lotili proučevanja nakupnega vedenja odjemalcev. Raziskovanje nakupnega vedenja odjemalcev, njihovih potreb in pričakovanj je lahko zelo splošno ali pa podrobno. Naše raziskovanje je šlo v smeri ugotavljanja, kako je med spletnimi odjemalci izdelkov Butters izražena potreba po edinstvenosti, kako so cenovno občutljivi in kakšna je njihova potreba po statusu. Osnovni namen je bil ugotoviti, kako so med odjemalci izraženi posamezni konstrukti ter kako potreba po edinstvenosti vpliva na cenovno občutljivost in statusno potrošnjo. Kot uvod v empirični del raziskavi pa smo proučili številne tuje znanstvene članke s področja obravnavane tematike. Butters naravna kozmetika je blagovna znamka v lasti razvojno-proizvodnega podjetja Kinezika, d. o. o., ki predstavlja paleto drugačnih, bolj ustvarjalnih in nekonvencionalnih izdelkov za osebno nego in temelji na organsko pridobljenih naravnih maščobah. Že splošen opis blagovne znamke daje slutiti, da ne gre za »še eno« kozmetiko, zato smo predvidevali, da je potreba po edinstvenosti med odjemalci dobro izražena. Na vzorcu 413 spletnih odjemalcev smo ugotovili, da je temu res tako, a še bolj je izražena cenovna občutljivost. Ugotovili smo, da potreba po edinstvenosti pozitivno vpliva tako na cenovno občutljivost kakor tudi na statusno potrošnjo. Nadalje naše ugotovitve kažejo, da ne obstajajo statistično značilne razlike v izraženosti potrebe po edinstvenosti in cenovne občutljivosti glede na starost odjemalcev ali njihov mesečni prihodek, drugače pa je s statusno potrošnjo. Ugotovitve kažejo, da obstajajo statistično značilne razlike v izraženosti statusne potrošnje glede na starost, mesečni prihodek in najvišjo doseženo formalno izobrazbo odjemalcev. Na podlagi omenjenih dognanj smo nekatere zastavljene hipoteze potrdili in podali predloge za razvoj blagovne znamke Butters naravna kozmetika. Customers satisfaction and creating their enthusiasm is essential for long term companies’ business and enables to survive in the crisis. Considering this fact, companies should focus on exploring the of customers purchasing behavior, adapt the entire marketing mix and business process. We had been following this concept l and for the first time we conducted research of customer purchase behavior for brand Butters natural cosmetics. Exploring customer purchase behavior, their needs and expectations could be very general or detailed. Our research was in the light of exploring how the need for uniqueness is expressed among Butters customers, how price sensitive they are and what is their need for status like. The main propose of the research was to find out how the constructs are expressed among the customers and how the need for uniqueness influences price sensitivity and status consumption. As the introduction into empirical part of the research we had studied many related academic articles. Butters natural cosmetics is a trademark owned by the development and production company Kinezika d.o.o., which represents a range of different, creative in unconventional personal care products, based on organic natural fats. Already short general description gives a hunch Butters is not only »another one« cosmetics, so we assumed the need for a uniqueness is well expressed among customers. Based on a sample of 413 online customers, findings are consistent with this idea but the price sensitivity is expressed among the customers even more. The findings indicate that the need for uniqueness positively influences price sensitivity and status consumption. What is more, this study reveals that there are not statistically significant differences among customers in need for uniqueness nor price sensitivity regarding age, monthly income or education level of the customers, what does not apply to status consumption. The results reveal that there are statistically significant differences among customers in status consumption regarding their age, monthly income and education level. Based on these findings, we confirmed some of the hypotheses and gave the suggestions for further development of brand Butters natural cosmetics. zadovoljstvo odjemalcev potreba po edinstvenosti cenovna občutljivost statusna potrošnja Customer Satisfaction Need for Uniqueness Price Sensitivity Status Consumption true true false [A. M. Stipič] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2020-06-04 12:38:01 2020-09-11 14:14:10 2022-08-09 13:38:39 2020-09-12 03:13:33 2020 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8 28073987 URN:SI:UM:DK:0EEJRHNJ MAG_Stipic_Ana_Michelle_2020.pdf MAG_Stipic_Ana_Michelle_2020.pdf 1 597462BC9A2D4A6BEF8DD1F40BF131CB 57300b66ddbf288a6ee3bb32e35f2a484fc859ae1eabf7c6c541da68f90393f0 6ea4be80-7c11-11eb-bb7a-00155d0001ca 20.500.12556/dkum/cda504b9-ae92-469a-b968-cb7802aad806 https://dk.um.si/Dokument.php?lang=slv&id=143899 Ekonomsko-poslovna fakulteta 0 0 0