20.500.12556/DKUM-94782 Vpliv kulture na nakupne odločitve - primerjava vedenja odjemalcev v Sloveniji in Španiji The impact of culture on purchasing decisions - a comparison of consumer behavior in Slovenia and Spain Diplomsko delo obravnava vpliv kulture na nakupne odločitve mladih odraslih, starih od 18 do 35 let, v Sloveniji in Španiji. Kultura kot skupek vrednot, norm in prepričanj pomembno vpliva na potrošniško vedenje, saj določa način, kako posamezniki zaznavajo izdelke, blagovne znamke in nakupni proces. Namen raziskave je bil preučiti razlike in podobnosti med slovenskimi in španskimi potrošniki ter ugotoviti, kateri kulturni dejavniki najbolj oblikujejo njihove nakupne preference. Empirična raziskava, izvedena z anketnim vprašalnikom, je pokazala, da slovenski potrošniki izkazujejo večjo racionalnost in zvestobo blagovnim znamkam, medtem ko so španski potrošniki bolj čustveno usmerjeni, impulzivni ter pod večjim vplivom praznikov in kulturnih običajev. Rezultati potrjujejo, da kulturne značilnosti pomembno vplivajo na vse faze nakupnega procesa, kar je ključno spoznanje za podjetja, ki želijo učinkovito nagovarjati potrošnike na obeh trgih. This thesis examines the impact of culture on the purchasing decisions of young adults aged 18 to 35 in Slovenia and Spain. Culture, as a system of values, norms, and beliefs, plays a crucial role in shaping consumer behavior by influencing how individuals perceive products, brands, and the purchasing process. The aim of the research was to identify the similarities and differences between Slovenian and Spanish consumers and to determine which cultural factors most strongly affect their purchasing preferences. The empirical research, conducted through a survey questionnaire, revealed that Slovenian consumers demonstrate greater rationality and brand loyalty, while Spanish consumers are more emotionally driven, impulsive, and strongly influenced by holidays and cultural traditions. The findings confirm that cultural characteristics significantly affect all stages of the purchasing process, which provides important insights for companies seeking to effectively address consumers in both markets. odjemalec nakupne odločitve kultura vplivi. customer purchase decisions culture impact. true true false D. Plohl] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-08-27 09:49:09 2025-10-30 11:28:00 2025-10-31 03:22:51 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366.12 255395843 VS_Gros_Sana_2025.pdf VS_Gros_Sana_2025.pdf 1 387B6DA8CF3189B23EE98550BF9D69CA ff64b4e48dc97b5b5d4b47add7965e4f44f046f6ceadce78f7986ce290048149 98645181-9e44-11f0-99e2-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=199426 Ekonomsko-poslovna fakulteta 0 0 0