DEJAVNIKI, KI VPLIVAJO NA POTROŠNIKA PRI NAKUPU AVTOMOBILA

Vidic, Tadeja

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Title:	DEJAVNIKI, KI VPLIVAJO NA POTROŠNIKA PRI NAKUPU AVTOMOBILA
Authors:	ID Vidic, Tadeja (Author) ID Šprajc, Polona (Mentor) More about this mentor...
Files:	UNI_Vidic_Tadeja_2013.pdf (1,55 MB) MD5: 339FECB6B938CE0C2C224B4DDA909F7F PID: 20.500.12556/dkum/028d1f4a-a632-4372-82e7-1ef874a23306
Language:	Slovenian
Work type:	Undergraduate thesis
Organization:	FOV - Faculty of Organizational Sciences in Kranj
Abstract:	V diplomskem delu smo se posvetili potrošniku in njegovim potrebam, ki smo podrobneje opisali, saj so ključne za motiviranje ekonomskega obnašanja. Predvsem podjetja morajo slednje dobro poznati, saj morajo vnaprej predvideti, v katero smer bo šel razvoj. Zagotavljati morajo zadostne količine dobrin, ki so jih potrošniki pripravljeni kupiti in bi jih s primernim trženjem tudi kupili. Opredelili smo različne oblike in vloge potrošnika pri nakupovanju, opisali smo proces nakupnega odločanja in posamezne dejavnike, ki nanj vplivajo. Ti so: izdelek in njegova kakovost, blagovna znamka, somatski markerji, cena, pomen in pomembnost oglaševanja ter trženja, slovenski nacionalni karakter kot marketinški dejavnik, puščanje odprtih možnosti, vpliv okolja in modne muhe, poreklo izdelka, prodajno mesto ter ponakupne aktivnosti. Opredelili smo tudi dejavnike, ki na samo potrošnjo vplivajo negativno. S pomočjo opredeljenih dejavnikov v teoretičnem delu smo sestavili anketni vprašalnik, s katerim smo preverili, kateri izmed posameznih dejavnikov imajo na potrošnike največji oziroma najmanjši vpliv. Postavili smo hipotezo, ki smo jo preverili s pomočjo statističnih orodij. Med preverjanjem vpliva različnih dejavnikov, nas je zanimalo tudi, ali obstajajo razlike glede na spol in starost vprašanih.
Keywords:	potrošnik, nakupno odločanje, dejavniki nakupnega odločanja
Place of publishing:	Maribor
Year of publishing:	2013
PID:	20.500.12556/DKUM-40573
COBISS.SI-ID:	7196179
NUK URN:	URN:SI:UM:DK:RHTHGO8X
Publication date in DKUM:	24.07.2013
Views:	2591
Downloads:	612
Metadata:
Categories:	FOV
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Secondary language

Language:	English
Title:	FACTORS AFFECTING THE CONSUMER WHEN PURCHASING A CAR
Abstract:	In this degree paper we focused mainly on the consumer and his needs which are described in detail as they are the key to motivating the economic behaviour. The knowledge of economic behaviour is important first and foremost for the companies because they need to know in advance which direction the consumers are going and get there before them - this means mostly providing sufficient quantity of goods which consumers are ready to buy and will indeed buy them if the marketing is effective. We defined different forms and roles of the consumer while purchasing, we took a closer look at the whole process of purchase decision-making and at individual factors which effect the purchase decision-making process. These factors are: the product itself, its quality, the brand, somatic markers, the price, the meaning and importance of advertising and marketing, slovene national character as one of the marketing factors, keeping all the options open, the influence of the enivironment, the influence of fashion, the origin of the product, point of sale and post-purchase activity. We also defined the factors that have a negative effect on the consumption. Considering the factors we defined in the theoretical part, we put together a questionnaire which we used to check which one of the individual factors has the smallest and which one has the biggest effect. We formed hypotheses which we tested with the help of statistical tools. While testing the effect of variable factors that influence the consumer behaviour we also wanted to know whether there are any differences if we take into account the gender and the age of the interviwees.
Keywords:	Consumer, Purchase decision-making process, Purchase decision-making process factors

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