20.500.12556/DKUM-86665 Vloga življenjskega sloga pri nakupu oblačil The role of lifestyle in clothing purchase Na podlagi teorije življenjskega sloga smo obravnavali vpliv življenjskega sloga na odjemalce in na njihove nakupe. Obravnavali smo impulzivne nakupe odjemalcev ter hedonistično in utilitarno motivacijo za nakupovanje. Impulzivni nakupi so nenačrtovani nakupi, ki jih odjemalec opravi brez prehodnega razmišljanja. Nanje poleg življenjskega sloga vpliva tudi motivacija za nakupovanje. V magistrski nalogi smo merili vpliv življenjskega sloga na odjemalčev nakup oblačil. Nalogo smo razdelili na teoretični in empirični del. V teoretičnem delu smo proučili pojme, kot so življenjski slog, impulzivno nakupovanje, hedonistična motivacija za nakupovanje in utilitarna motivacija za nakupovanje. V empiričnem delu naloge smo izvedli raziskavo, v kateri smo statistično zbirali in obdelovali podatke. Osredotočili smo se na vlogo življenjskega sloga odjemalcev pri nakupu oblačil. Ugotavljali smo, ali obstajajo razlike med impulzivnimi, hedonističnimi in utilitarnimi nakupi glede na življenjski slog odjemalca. Za merjenje podatkov smo uporabili anketni vprašalnik. Na podlagi pridobljenih podatkov, zastavljenih hipotez in analize anketnega vprašalnika smo prišli do naslednjih spoznanj: Pri impulzivnih nakupih smo glede na življenjski slog odjemalca odkrili, da obstajajo razlike samo pri stremečih odjemalcih. Pri hedonističnih nakupih glede na življenjski slog odjemalca razlik nismo zaznali. Pri utilitarnih nakupih smo zaznali razlike pri izkušenih odjemalcih. Ugotovili smo le majhne razlike v zvezi z impulzivnim in utilitarnim nakupovanjem. Na podlagi tega smo lahko hipotezi, ki se navezujeta na impulzivno nakupovanje in utilitarno motivacijo za nakupovanje, delno potrdili. Hipotezo, ki se navezuje na hedonistično motivacijo za nakupovanje, pa smo zavrnili, saj nismo zaznali razlik glede na življenjski slog odjemalca. Lifestyle theory was used to look at the impact of lifestyle on customers and their purchases. Thus, in the thesis itself, we looked at customers' impulse purchases, hedonic and utilitarian motivations for shopping. Impulsive purchases are unplanned, unscheduled purchases that the customer makes without thinking it through. In addition to lifestyle, impulse purchases are also influenced by shopping motivation. In the master thesis we measured the impact of lifestyle on the customer's purchase of clothing. The thesis was divided into two parts, a theoretical and an empirical part. In the theoretical part we examined concepts such as lifestyle, impulse buying, hedonistic motivation to buy and utilitarian motivation to buy.In the empirical part of the master thesis, we conducted a survey in which we collected and processed data statistically. We focused on the role of customers' lifestyles in the purchase of clothing. We investigated whether there are differences in impulsive, hedonic and utilitarian purchases according to the customer's lifestyle. A questionnaire was used to measure the data. Based on the data obtained, the hypotheses set and the analysis of the questionnaire, we came to the following conclusions. For impulse purchases according to the customer's lifestyle, we found that there are differences only for the strivers customers. We did not find any differences in hedonistic purchases according to the customer's lifestyle. Similarly, for utilitarian purchases, we found differences for experienced customers. We found only small differences in impulse and utilitarian shopping. On this basis, we were able to partially support the hypotheses related to impulsive shopping and utilitarian motivation for shopping. However, we rejected the hypothesis relating to hedonistic motivation for shopping, as we did not detect any differences according to the customer's lifestyle. Življenjski slog oblačila impulzivno nakupovanje hedonistična motivacija za nakupovanje utilitarna motivacija za nakupovanje. Lifestyle clothing impulsive buying hedonic shopping motivation utilitarian shopping motivation. true true false J. Stramec Slovenski jezik Angleški jezik Magistrsko delo/naloga 2024-01-06 10:06:51 2024-04-09 15:56:53 2024-04-10 03:52:33 0000-00-00 00:00:00 2024 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366.12 191972099 MAG_Stramec_Jan_2024.pdf MAG_Stramec_Jan_2024.pdf 1 D7721BE89E63E1F81895B0AE4A753D4B 75d9876d632a45368e94f69624e93035e5087e78736d639cf9a20caaf62413f7 71f5830c-d595-11ee-bd98-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=176457 Ekonomsko-poslovna fakulteta 0 0 0