Ključni dejavniki procesa odločanja pri nakupu ležišča

Polutnik, Petra

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Title:	Ključni dejavniki procesa odločanja pri nakupu ležišča
Authors:	ID Polutnik, Petra (Author) ID Mumel, Damijan (Mentor) More about this mentor...
Files:	MAG_Polutnik_Petra_2016.pdf (4,34 MB) MD5: 0DFE2E1D7E4A67322E69A6206BAAEFE7
Language:	Slovenian
Work type:	Master's thesis
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Spanje je ena izmed osnovnih življenjskih potreb vsakega posameznika. Kako dragoceno je spanje, po katerem se zbudimo spočiti in naspani, pa se pogosto zavemo šele takrat, ko spanca ni več. Ker v postelji preživimo tretjino svojega časa, je zelo pomembno, da ta čas preživimo oziroma prespimo kakovostno. Ponudba ležišč v Sloveniji presega povpraševanje. Posamezniki imajo na razpolago veliko izbirno območje, a ker je konkurenca med ponudniki vsak dan ostrejša, se nam je pojavilo vprašanje, kako se posameznik odloči za nakup določenega ležišča. Se odloča na podlagi blagovne znamke, cene, garancije, preizkusa, naravnih materialov ali zgolj na podlagi oglasov, priporočil prijateljev in znancev, prodajnega osebja ali prodajnega mesta? To je vprašanje, ki smo ga želeli raziskati in prikazati ključne dejavnike procesa odločanja, ki vplivajo na posameznika in ga privedejo do odločitve za nakup oz. nenakup ležišča. Teoretični del magistrskega dela je predstavljen v drugem poglavju. S pomočjo izbranega gradiva s področja problematike na področju nakupnega vedenja porabnikov smo opredelili kulturne, družbene, osebne in psihološke dejavnike nakupnega vedenja. Predstavili smo proces odločanja pri nakupu ležišča ter dejavnike, ki vplivajo nanj, ter opredelili stopnje procesa odločanja. V tretjem in četrtem poglavju smo predstavili trg ležišč v Sloveniji in ključne dejavnike procesa odločanja pri nakupu ležišča. V drugem delu magistrskega dela predstavljamo raziskavo ključnih dejavnikov procesa odločanja pri nakupu ležišča in njihovo pomembnost. Ugotovili smo, da so osebe, vključene v raziskavo, izrazito racionalne. Na njih ne vpliva samo ena informacija, en oglas, ampak več dejavnikov. Ključni dejavniki, ki vplivajo na proces odločanju pri nakupu ležišča, na podlagi rezultatov raziskave, so: priporočila prijateljev in znancev kot glavni viri informacij, naravni materiali kot glavna značilnost ležišča ter garancija ležišča kot daleč najpomembnejša dodatna storitev pri nakupu ležišča. Podrobnejše ugotovitve in predloge za ponudnike ležišč smo strnili v zaključnem delu magistrskega dela.
Keywords:	ključni dejavniki procesa odločanja, nakupno vedenje, dejavniki nakupnega vedenja, proces odločanja pri nakupu, stopnje procesa odločanja, aktivno in pasivno poznavanje, marketinško komuniciranje, gospodinjstvo, ležišče, trg ležišč v Sloveniji, pomembnost ključnih dejavnikov pri nakupu ležišč, poznavanje ležišč
Place of publishing:	Maribor
Publisher:	[P. Polutnik]
Year of publishing:	2016
PID:	20.500.12556/DKUM-58561
UDC:	658.7
COBISS.SI-ID:	12374300
NUK URN:	URN:SI:UM:DK:TOWJKD6M
Publication date in DKUM:	01.07.2016
Views:	2125
Downloads:	336
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	Key factors in the decision-making process when buying a mattress
Abstract:	Sleep is one of primary human needs. But we are often not aware of the value of a good night’s sleep that leaves us feeling rested until it’s gone. Since we spend a third of our lives in bed, it is very important to spend or sleep those years in a quality way. Selection of mattresses in Slovenia exceeds their demand. People have a vast area of selection at their disposal, but since the competition among providers stiffens every day, we asked ourselves how somebody decides to buy a certain mattress. Does he or she decide on the basis of a brand, price, warranty, test, natural materials, or solely on the basis of ads, recommendations of friends and acquaintances, sales personnel, point of sale? This is the issue we wanted to explore and present the key factors in the decision making process, which influence a person and lead him to decide to buy or not to buy a certain mattress. The master’s thesis is essentially divided to two parts; the theoretical and practical part. We can say that appendices represent the third part, because they contain more extensive tables and computer print-outs, which served as the basis for the research part. The theoretical part of the thesis is presented in the second chapter. By means of the selected material in the problem area relating to the purchase behaviour of users, we defined cultural, social, personal and psychological factors of purchase behaviour. We introduced the decision-making process when buying a mattress and the factors influencing it, and defined the levels of the decision-making process. In the third and fourth chapter we present the mattress market in Slovenia and the key factors in the decision making process when buying a mattress. The second part of the thesis presents the research of key factors in the decision-making process when buying a mattress and their significance. We have determined that persons included in the research are distinctly rational. They are not influenced by one single piece of information, one ad, but by several factors. The key factors, which influence the decision-making process when buying a mattress, on the basis of the research results, include: recommendations of friends and acquaintances as the main sources of information, natural materials as the main feature of a mattress, and warranty of mattress as the far most important additional service in the purchase of a mattress. More detailed findings and proposals for providers of mattresses were summed up in the final part of the thesis.
Keywords:	key factors in decision-making process, purchase behaviour, factors of purchase behaviour, purchasing decision-making process, levels of decision-making process, active and passive knowledge, marketing communication, household, mattress, mattress market in Slovenia, significance of key factors in the purchase of mattresses, knowing mattresses

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