Analiza nakupnih dejavnikov na primeru obiska nogometne tekme

Velkavrh, Andraž

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Title:	Analiza nakupnih dejavnikov na primeru obiska nogometne tekme
Authors:	ID Velkavrh, Andraž (Author) ID Iršič, Matjaž (Mentor) More about this mentor...
Files:	VS_Velkavrh_Andraz_2020.pdf (1,21 MB) MD5: CB32C5828748F0AFB33AF99C40E04CFC PID: 20.500.12556/dkum/58f49cef-8dec-410e-9929-2b152639de3a
Language:	Slovenian
Work type:	Diploma project paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Številne obveznosti in dolžnosti krojijo naš način življenja, zato je sprostitev za vsakega izmed nas izrednega pomena. Eden od načinov sprostitve je zagotovo šport. Veliko ljudi se z njim ukvarja aktivno, bodisi rekreativno bodisi profesionalno, mnogi pa ga spremljajo pasivno, na primer prek televizijskih zaslonov ali v živo. Nogomet je prvovrstni primer športa, ki je popularen povsod po svetu, ter medijsko in ekonomsko odlično podprt. Obiskovanje nogometnih tekem predstavlja za nogometne navdušence strast, radost, zadovoljstvo in nepozabne spomine. Kljub temu ni vse tako idealno, saj nogometni funkcionarji opažajo, da primanjkuje ljudi na nogometnih stadionih. Nakupnih dejavnikov, ki vplivajo na ogled nogometnih tekem, je ogromno, na primer cene, kvaliteta nogometnih tekem, infrastruktura, vreme, lokacija, rezultati ter pripadnost določenemu klubu. V prvem delu diplomskega projekta (tj. teoretični del) se bomo osredotočali predvsem na marketinško teorijo. Najprej bomo spoznali marketinški splet (4P), in sicer izdelek, ceno, marketinško komuniciranje ter marketinške poti. Spoznali bomo tudi nakupni proces ter njegovih 6 faz – od prepoznavanja potreb do ponakupnega vedenja. Odjemalčevo vedenje bomo podrobneje predstavili kasneje, ko bomo govorili o psiholoških, osebnih, kulturnih in družbenih dejavnikih, ki nanj vplivajo. V praktičnem delu bomo spoznali vprašalnik, ki smo ga uporabili za našo raziskavo. Odkrivali smo tiste dejavnike, ki vplivajo na obiskovanje nogometne tekme. Kaj je tisto, kar ljudi privabi na tekmo, ter obratno, kaj jih odbija od le-te. Izkazalo se je, da je najpomembnejši dejavnik sama vsebina tekme, kvaliteta tekme, nenazadnje je pomembno tudi, ali gre za derbi ali ne. V zaključku bomo pregledali zastavljene hipoteze, jih potrdili oziroma zavrgli ter predlagali, kako zmanjšati problem nizke udeležbe na nogometnih prizoriščih.
Keywords:	nogomet, marketinški splet, nakupni proces, odjemalčevo vedenje, vprašalnik, nakupni dejavniki
Place of publishing:	Maribor
Publisher:	[A. Velkavrh]
Year of publishing:	2020
PID:	20.500.12556/DKUM-77559
UDC:	658.8
COBISS.SI-ID:	45887235
NUK URN:	URN:SI:UM:DK:2AS32J8V
Publication date in DKUM:	07.01.2021
Views:	1187
Downloads:	104
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	03.09.2020

Secondary language

Language:	English
Title:	Analysis of purchase factors in case of attending a football match
Abstract:	Sport is one way of relaxing and spending our free time, as it offers a perfect getaway from daily routine. Many people engage in sport actively, either recreationally or professionally, or passively, for example, by watching it. Football is a prime example of sport that is popular all around the world. It is not surprising, therefore, that it is extensively covered by the media and economically well supported. As such, it offers an interesting topic for marketing research. Attending football matches brings football fans passion, joy, satisfaction and unforgettable memories. Nevertheless, football administrators note that stadiums are generally not sold out. There are a lot of purchasing factors that affect the attendance of a football match, for example, ticket prices, quality of the football match, infrastructure, weather, location, results, and loyalty to a certain club. In the first part of the diploma (i.e., the theoretical part) we will focus mainly on the marketing theory. More specifically, we will introduce the marketing mix, which refers to the ''4P's'' of marketing, namely, product, price, place and promotion. We will also familiarize with the buying process and its 6 phases ‒ from identifying needs to post-purchase behavior. We will also discuss the consumer behavior and the factors that influence it (e.g., psychological, personal, cultural, and social factors). In the second part of the thesis (i.e., empirical part) we will review the questionnaire used in my research. In particular, we will try to identify factors influencing people's attendance at football matches. The main finding of my research is that the most important factor influencing the decision whether to attend the match or not is the product or event itself. In particular, the quality of the match and teams, the importance of the match, and whether it is a derby or not. Then, we will briefly review our main hypotheses and either reject them or not. We will conclude the thesis with some suggestions on how we could help alleviate the problem of half-empty stadiums.
Keywords:	football, marketing mix, purchasing process, consumer behavior, questionnaire, purchasing factors

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