Vrednote in dejavniki za izbiro gotovine ali kreditnih kartic kot načina plačila

Potočnik, Nina

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Title:	Vrednote in dejavniki za izbiro gotovine ali kreditnih kartic kot načina plačila
Authors:	ID Potočnik, Nina (Author) ID Mumel, Damijan (Mentor) More about this mentor...
Files:	MAG_Potocnik_Nina_2016.pdf (1,95 MB) MD5: 6FC024C5E633BF9CE048AB5DFC03CED6
Language:	Slovenian
Work type:	Master's thesis
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Današnji uporabnik je podvržen čedalje bolj številnim vplivom okolja, široki ponudbi in agresivnemu komuniciranju storitev in izdelkov. Zato je pomembno poznati dejavnike odločanja in vrednote posameznikov, saj imajo odločilen vpliv na izbor posamezne storitve ali izdelka. Magistrsko delo obravnava področje marketinga, natančneje področje vedenja uporabnikov. Proučuje vrednote in dejavnike odločanja uporabnikov gotovine in uporabnikov kartic z odloženim plačilom. V magistrskem delu so predstavljeni teoretični izsledki s področja dejavnikov izbire izdelkov in storitev ter vrednot; v praktičnem delu je bil cilj magistrske naloge raziskati, ali se med uporabniki enega in drugega načina plačila pojavljajo razlike v ocenjevanju pomembnosti dejavnikov odločitve in vrednot. Iz rezultatov raziskave je razvidno, da razlike obstajajo. Dejavniki izbire, pri katerih med skupinama uporabnikov ne obstajajo statistično pomembne razlike pri njihovem vrednotenju, so: hitrost plačila, varnost plačila, nadzor nad porabljenimi sredstvi in stroški načina plačila. Dejavniki, pri katerih se vrednotenje razlikuje, pa so: praktičnost plačila, nadzor nad plačilom, možnost brezobrestnega zamika plačila za 1 mesec, možnost plačevanja v tujini in enostavnost plačevanja na obroke. Vse naštete dejavnike razen nadzora nad plačilom višje vrednotijo uporabniki kartic z odloženim plačilom. Pri treh skupinah vrednot od skupaj devetih ni opaziti statistično pomembne razlike med obema skupinama. To so so vera, kultura, umetnost in ustvarjalnost ter družinska sreča, razumevanje s partnerjem, ljubezen do otrok, ljubezen in upanje. Izsledki raziskave lahko služijo kot vodilo pri večevanju prodaje kartic z odloženim plačilom. Vendar pa področje, ki sem ga preučevala, zahteva še dodatno poglobljeno raziskovanje: kateri so tisti dejavniki in vrednote, ki bi jih bilo treba upoštevati, bi lahko zanesljivo podala le širša in bolj poglobljena raziskava, izvedena na dovolj velikem vzorcu.
Keywords:	marketing, nakupno vedenje uporabnikov, vrednote, dejavniki izbire, kartice z odloženim plačilom
Place of publishing:	[Maribor
Publisher:	N. Potočnik
Year of publishing:	2016
PID:	20.500.12556/DKUM-57163
UDC:	658.7
COBISS.SI-ID:	12248860
NUK URN:	URN:SI:UM:DK:56CZUNNU
Publication date in DKUM:	31.03.2016
Views:	1320
Downloads:	221
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	Values and Decision Factors in Choosing Cash or Credit Cards as a Method of Payment
Abstract:	As consumers we are strongly influenced by our surroundings, incredible amount of offer and agressive marketing communication. As they importantly guide consumer buying decison, it is important to know the values and decision factors that influence consumers generally and particularly. Masters work offers insight into marketing and more specifically, consumer behaviour. It researches values and decison factors of consumers who use cash or cards with delayed payment. In its theoretical part, it gives insight into values and decision factors of products and services. In its practical part, reserach attempts to define whether there are any differences in values and decison factors evaluation among two groups of buyers – those who use cash and those who use cards with delayed payment. Research points out that the differences exist. Decision factors, for which no statistically important differences were established, are; how quickly the payment can be made, payment safety, spendings control and cost of method of payment. Decision factors, for which there are statistically important differences among two groups, are: feasibility of payment, control over payment, posibility of delaying the payment for one month with no interests, posibility to pay abroad and feasibility of installments. All listed decision factors, except control over payment, are valued higher by users of cards with delayed payment. Within three groups of values there are no statistically important differences among both groups of consumers. These are religion, culture, art, creativity, family happiness, good partnership, love for children, love and hope. Research results offer certain insight for marketers how to further promote usage of cards with delayed payment in Slovenia. Further and deeper analysis, based on suitably large sample, could define which values and decision factors play most important role. Key words: marketing, consumer behaviour, decision factors, values, cards with delayed payment.
Keywords:	marketing, consumer behaviour, decision factors, values, cards with delayed payment

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