Marketinško komuniciranje in vedenje odjemalcev v podjetju Onlyplants

Tomaž, Ana

| | SLO | ENG | Cookies and privacy

Bigger font | Smaller font

First page > Show document

Show document

Title:	Marketinško komuniciranje in vedenje odjemalcev v podjetju Onlyplants
Authors:	ID Tomaž, Ana (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	MAG_Tomaz_Ana_2023.pdf (2,26 MB) MD5: 273468EA67746B5A0AD03270959741BE
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Marketinško komuniciranje je sredstvo, s katerim podjetja neposredno ali posredno obveščajo, prepričujejo in opominjajo potrošnike o izdelkih in blagovnih znamkah, ki jih ponujajo na trgu. V okviru tega termina morajo vodje marketinga razumeti osnove komunikologije, modele integriranega marketinškega komuniciranja in instrumente, saj bodo lahko le tako na trgu ustvarili uspešne marketinške strategije. Ker poznavanje marketinških orodji in strategij dandanes ni dovolj, je za uspešno prodajo in rast podjetja nujno poznavanje svojih odjemalcev. Vedenje porabnikov je proces odločanja in fizične aktivnosti, ki se pojavlja pri posamezniku pri vrednotenju, pridobivanju, uporabi in »znebitvi« dobrin in storitev. V teoretičnem delu smo se osredotočili na opredelitev komuniciranja, instrumentov marketinškega komuniciranja, digitalnega marketinga, vedenja odjemalcev in potrošnikov sobnih rastlin. V nadaljevanju smo predstavili podjetje Onylplants ter njihovo ponudbo storitev, izdelkov in pojavljanja na družbenih omrežjih ter spletni strani. Empirični del naloge vsebuje raziskavo, kjer smo na osnovi strukturiranega intervjuja in anketnega vprašalnika raziskovali marketinško komuniciranje in vedenje odjemalcev podjetja Onylplants. Specifično smo se osredotočili na družbena omrežja, starostne skupine in dejavnike, ki vplivajo na odjemalce ter njihovo potrošnjo v podjetju. Ugotovili smo, da je Instagram ključna platforma za pridobivanje odjemalcev ter, da bi podjetje Onylplants večina trenutnih kupcev priporočila drugim. Prav tako lahko potrdimo, da so milenjici najštevilčnejši kupci, ki si bi za dodaten vir informacij želeli platformo TikTok.
Keywords:	Komuniciranje, marketinško komuniciranje, instrumenti marketinškega komuniciranja, sobne rastline, družbena omrežja, vedenje odjemalcev
Place of publishing:	Maribor
Publisher:	A. Tomaž
Year of publishing:	2023
PID:	20.500.12556/DKUM-86057
UDC:	659.3
COBISS.SI-ID:	172810243
Publication date in DKUM:	20.11.2023
Views:	667
Downloads:	150
Metadata:
Categories:	EPF
:	Copy citation

Average score:	(0 votes)
Your score:	Voting is allowed only for logged in users.
Share:

Hover the mouse pointer over a document title to show the abstract or click on the title to get all document metadata.

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:	02.10.2023

Secondary language

Language:	English
Title:	Marketing communication and customer behaviour in onlyplants
Abstract:	Marketing communications is a means by which companies directly or indirectly inform, persuade, and remind consumers about the products and brands they offer in the market. Within this concept, marketing managers must understand the fundamentals of communication, integrated marketing communication models, and tools, as this is the only way to create successful marketing strategies in the market. Since knowledge of marketing tools and strategies alone is not enough today, knowing one's customers is essential for successful sales and company growth. Consumer behavior is the process of decision-making and physical activities that occur in an individual during the evaluation, acquisition, use, and disposal of goods and services. In the theoretical part, we focused on defining communication, marketing communication instruments, digital marketing, consumer behavior, and the consumers of indoor plants. Furthermore, we introduced the company Onylplants and their offerings of services, products, and presence on social networks and the website. The empirical part of the task includes research, where we investigated the marketing communication and consumer behavior of Onylplants based on structured interviews and questionnaires. Specifically, we focused on social networks, age groups, and factors influencing consumers and their consumption in the company. We found that Instagram is a key platform for acquiring customers, and most of the current customers would recommend Onylplants to others. We can also confirm that millennials are the largest group of customers who would like TikTok as an additional source of information.
Keywords:	Marketing communication, integrated marketing, consumer behaviour, house plants, social media, marketing communication tools

Comments

Leave comment

You must log in to leave a comment.

Comments (0)

0 - 0 / 0

There are no comments!

Back