20.500.12556/DKUM-95151 Analiza vpliva zaznanih cen na nakupne odločitve Analysis of the impact of perceived prices on purchasing decisions Diplomsko delo obravnava različne cenovne zaznave in njihov vpliv na nakupne odločitve odjemalcev. V teoretičnem delu so opredeljene temeljne definicije cene in zaznane cene, nato je predstavljen proces oblikovanja zaznanih cen s pomočjo S-O-R modela ter opisani različni tipi cenovnih zaznav. Nadalje je obravnavan proces nakupnega odločanja z vlogo zaznane cene in njenim vplivom na različne tipe odjemalcev. V empiričnem delu so predstavljeni rezultati anketne raziskave, s katero je preverjeno, kako se zaznave cen odražajo v vedenju odjemalcev. Poseben poudarek je na zaznavanju kakovosti glede na višino cene, vplivu znižanj, prepoznavnosti blagovnih znamk in pomenu cenovnih končnic. Empirični del temelji na kvantitativni raziskavi, izvedeni s spletnim anketnim vprašalnikom. V raziskavi je sodelovalo 152 anketirancev, pretežno iz Podravske regije, pri čemer so v vzorcu prevladovale ženske in mlajša populacija. Naše hipoteze smo ovrgli. V nasprotju z našimi predvidevanji, so udeleženci raziskave v manjši meri poročali o povezanosti cene in kakovosti izdelkov. Prav tako v manjšem obsegu poročajo o cenovnih znižanjih kot osrednjih dejavnikih nakupnega odločanja. Nadalje tudi razmerja med ceno in prepoznavnostjo blagovnih znamk ne vrednotijo nujno sorazmerno. Nenazadnje, pa smo ovrgli tudi hipotezo, da bo večina udeležencev raziskave, cene, ki se končajo na številko 9, dojemali kot bolj ugodne v primerjavi z okroglimi cenami. Raziskava ima nekaj omejitev, saj je bil vzorec demografsko neenakomeren, poleg tega bi lahko tudi anketni vprašalnik bil metodološko zasnovan širše. Kljub temu naloga prispeva k boljšemu razumevanju vedenja odjemalcev in opozarja, da cenovne strategije ne učinkujejo enotno na vse segmente. Naloga hkrati predstavlja osnovno za nadaljnje raziskave na področju zaznavanja cen. The thesis deals with different price perceptions and their influence on customers' purchasing decisions. The theoretical part defines the basic concepts of price and perceived price, then presents the process of perceived price formation using the S-O-R model and describes different types of price perceptions. Furthermore, the thesis examines the purchasing decision-making process with the role of perceived price and its impact on different types of customers. The empirical part presents the results of a survey that examines how price perceptions are reflected in customer behavior. Particular emphasis is placed on the perception of quality in relation to price, the impact of discounts, brand recognition, and the importance of price endings. The empirical part is based on a quantitative survey conducted using an online questionnaire. A total of 152 respondents participated in the survey, mainly from the Podravska region, with women and younger people predominating in the sample. We rejected our hypotheses. Contrary to our expectations, the participants in the study reported a lower degree of correlation between price and product quality. They also reported price reductions as a less important factor in their purchasing decisions. Furthermore, they do not necessarily evaluate the relationship between price and brand recognition proportionally. Finally, we also rejected the hypothesis that the majority of study participants would perceive prices ending in 9 as more favorable than round prices. The study has some limitations, as the sample was demographically uneven, and the questionnaire could have been designed more broadly in terms of methodology. Nevertheless, the study contributes to a better understanding of consumer behavior and points out that pricing strategies do not have the same effect on all segments. At the same time, the study provides a basis for further research in the field of price perception. cena zaznana cena vedenje odjemalcev nakupne odločitve price perceived price consumer behavior purchasing decisions true true false N. Bogša] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-09-08 07:32:33 2025-10-23 12:14:10 2025-10-24 03:23:29 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366.1 254452995 UN_Bogsa_Nina_2025.pdf UN_Bogsa_Nina_2025.pdf 1 BB8F624DACC735EC5C5EC13049498F55 147c1cfc75d801add686d790943c87b6a0889faf49556a481e40662ccf19174d b7ee1b0d-a5fd-11f0-b90a-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=199773 Ekonomsko-poslovna fakulteta 0 0 0