20.500.12556/DKUM-98192 Raziskava vedenja odjemalcev pri pridobivanju psov in mačk ter razvoj marketinškega spleta za slovensko zavetišče za živali Research on consumer behaviour in the acquisition of dogs and cats and the development of a marketing mix for a slovenian animal shelter Zavetišča za živali v Sloveniji so prenatrpana in zaradi omejenih fizičnih in finančnih zmožnosti vsem živalim ne morejo nuditi dostojnega življenja. Hkrati je povpraševanje po lastništvu hišnih ljubljenčkov vedno večje, saj je hitri razvoj družbe pripomogel k izboljšanju kakovosti življenja ljudi. Ob teh spoznanjih smo se odločili razviti marketinški splet za slovensko zavetišče za živali, s katerim bi spodbujali odgovorne posvojitve. Opredelili smo vedenje odjemalcev in se spoznali z njegovim raziskovanjem. Preučili smo zaznavanje tveganj in proces odločanja odjemalcev, znotraj katerega smo podrobneje raziskali dejavnike, ki vplivajo nanj, in stopnje procesa odločanja odjemalcev. Preučili smo teorijo na področju marketinškega spleta in podrobneje opisali vsak njegov element: izdelek, ceno, marketinške poti in marketinško komuniciranje. Dotaknili smo se tudi teorije o socialnem marketingu, nato pa smo preučili nekatere že opravljene raziskave na področju pridobivanja psov in mačk tako z nakupom pri vzrediteljih kot tudi s posvojitvijo iz zavetišč za živali. Raziskali smo slovensko zakonodajo na tem področju in na podlagi vseh novo pridobljenih znanj iz pregleda teorije izvedli svojo raziskavo. V raziskavi smo za namen magistrskega dela izvedli dva intervjuja, s pomočjo katerih smo dobili boljši vpogled v vedenje lastnika živali, ki jo je pridobil z nakupom pri vzreditelju, in v vedenje lastnika živali, ki jo je pridobil s posvojitvijo iz zavetišča za živali. Spoznali smo, da sta oba lastnika živali informacije iskala na spletu, da sta oba naklonjena posvojitvi živali iz zavetišča, da posvojitev razumeta kot cenovno veliko bolj ugodno kot nakup, da sta oba imela vnaprej postavljene preference glede lastnosti že pred fazo izbire, da sta oba zaznavala podobna tveganja pred pridobitvijo živali in da na njune odločitve o pridobitvi živali niso vplivale marketinške aktivnosti. Te in ostale ugotovitve so bile podlaga za oblikovanje ankete in kasnejši razvoj marketinškega spleta za zavetišče za živali. Izvedena anketa nam je omogočila boljši vpogled v mnenje respondentov o pridobivanju psov in mačk s posvojitvijo iz zavetišč v primerjavi s pridobivanjem psov in mačk z nakupom pri vzrediteljih. Ugotovili smo, da bi večina respondentov pred fazo izbire imela vnaprej postavljene preference glede lastnosti psa ali mačke. Med drugim smo spoznali tudi, da so tveganja, ki jih respondenti zaznavajo pri pridobivanju psa ali mačke iz zavetišča, višja od tveganj, ki jih zaznavajo pri pridobivanju te živali od vzrediteljev. Spoznali smo tudi številne druge ugotovitve, ki so nam pomagale oblikovati predlog marketinškega spleta za slovensko zavetišče za živali. Pri oblikovanju predloga marketinškega spleta smo na podlagi pregledane literature, izvedenih intervjujev in ankete pripravili predloge aktivnosti glede izdelka, cene, marketinških poti in marketinškega komuniciranja. Te aktivnosti so primerne in uporabne za katerokoli slovensko zavetišče za živali, kar je tudi največja uporabna vrednost tega magistrskega dela. Animal shelters in Slovenia are overcrowded and, due to limited physical and financial capacities, cannot provide all animals with a decent quality of life. At the same time, the demand for pet ownership is increasing, as rapid societal development has contributed to an improved quality of life for people. Based on these findings, we decided to develop a marketing mix for a Slovenian animal shelter aimed at encouraging responsible adoptions. We defined consumer behaviour and familiarized ourselves with its research. We examined risk perception and the consumer decision-making process, within which we explored in more detail the factors influencing it and the stages of the decision-making process. We reviewed the theory of the marketing mix and described each of its elements in detail: product, price, place and promotion. We also addressed the theory of social marketing and examined some existing studies on acquiring dogs and cats, both through purchasing from breeders and through adoption from animal shelters. We researched Slovenian legislation in this field and, based on all the newly acquired knowledge from the literature review, conducted our own research. For the purposes of this master’s thesis, we conducted two interviews, which provided us with a better insight into the behaviour of a pet owner who acquired an animal through purchase from a breeder and the behaviour of a pet owner who acquired an animal through adoption from a shelter. We found that both owners searched for information online, that both were favourable toward adopting animals from shelters, that both perceived adoption as significantly more affordable than purchase, that both had predefined preferences regarding characteristics prior to the selection phase, that both perceived similar risks before acquiring the animal, and that their decisions were not influenced by marketing activities. These and other findings formed the basis for designing a survey and the subsequent development of a marketing mix for an animal shelter. The conducted survey provided deeper insight into respondents’ opinions on acquiring dogs and cats through adoption from shelters compared to purchasing them from breeders. We found that most respondents would have predefined preferences regarding the characteristics of a dog or cat prior to the selection phase. Among other findings, we also discovered that the perceived risks associated with acquiring a dog or cat from a shelter are higher than those associated with acquiring one from a breeder. We identified several additional insights that helped us shape the proposed marketing mix for a Slovenian animal shelter. As part of the proposed marketing mix, based on the reviewed literature as well as the conducted interviews and survey, we prepared activity proposals related to the product, price, place and promotion. These activities are suitable and applicable to any Slovenian animal shelter, which represents the main practical contribution of this master’s thesis. vedenje odjemalcev marketinški splet socialni marketing zavetišča za živali pridobivanje psov in mačk consumer behaviour marketing mix social marketing animal shelters acquisition of dogs and cats true true false T. Kosi] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2026-05-25 14:14:36 2026-07-09 13:59:16 2026-07-10 03:11:55 0000-00-00 00:00:00 2026 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.89:614.94 284236291 MAG_Kosi_Tina_2026.pdf MAG_Kosi_Tina_2026.pdf 1 C771CEA87566B3E5456B87A565908E3D 01768e0dd1387034030d4684255e93056d075670528a21da86922103aeba32f0 3fef3698-6da6-11f1-b8d3-00155d580e34 https://dk.um.si/Dokument.php?lang=slv&id=207405 Ekonomsko-poslovna fakulteta 0 0 0