VEDENJE PORABNIKOV IN VPLIV REFERENČNIH SKUPIN NA ODLOČANJE

Pavličič, Kim; Pisnik, Aleksandra

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Title:	VEDENJE PORABNIKOV IN VPLIV REFERENČNIH SKUPIN NA ODLOČANJE
Authors:	ID Pavličič, Kim (Author) ID Pisnik, Aleksandra (Author)
Files:	Kim_Pavličič__diplomski_projekt_.pdf (1,16 MB) MD5: 282C98AD93B811E0C60E6525CA453951
Language:	Slovenian
Work type:	Diploma project paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	V tem diplomskem projektu raziskujemo vedenje porabnikov in stopnje celotnega procesa, ki se odvijajo pred in po nakupu izdelka ali storitve. Pojasnjujemo tudi ponakupno vedenje, kjer porabnik analizira svojo nakupno odločitev, ki jo primerja s prvotnimi merili in pričakovanji, ter ugotavlja, ali je izdelek njegove potrebe zadovoljil. V marketingu je razumevanje vedenja porabnikov posebno pomembno, saj podjetjem pomaga uspešno tržiti svoj izdelek. Na nakupno vedenje vpliva več različnih dejavnikov, med katerimi so osebni, družbeni, kulturni, ekonomski in psihološki dejavniki. Mi se osredotočamo predvsem na družbene dejavnike, pod katere uvrščamo referenčne skupine, ki so osrednja tema tega diplomskega projekta. Definiramo jih kot skupine ljudi, ki imajo posreden ali neposreden vpliv na posameznikova stališča in vedenje (Kotler, 2004). Preučujemo kako referenčne skupine oblikujejo nakupne odločitve porabnikov in kako podjetja ta pristop uporabljajo za tržne namene. Opisujemo kako vplivajo na zaupanje porabnikov v izdelke ter njihovo vlogo pri trženju luksuznih izdelkov. Vpliv referenčnih skupin pojasnjujemo na primeru priznane blagovne znamke Apple, ki ima ogromno zvestih uporabnikov, njihovi izdelki pa veljajo za statusni simbol. Kot drugi primer navedemo skupino mladih mater, ki za svoje otroke iščejo izčrpne informacije preko različnih virov. V empiričnem delu smo z anketnim vprašalnikom zbrali podatke, ki smo jih analizirali in grafično prikazali. Ugotovili smo, da pri izdelkih, ki spadajo v višjo cenovno kategorijo posamezniki bolj upoštevajo mnenja svojih referenčnih skupin kot pri cenejših. Sklepamo, da v primerih večjega tveganja nezadovoljstva po nakupu ljudje iščejo potrditev od svojih referenčnih skupin pred odločitvijo o nakupu. Naša raziskava potrjuje, da so referenčne skupine pomemben dejavnik v procesu odločanja ter in pri oblikovanju nakupovalnih navad.
Keywords:	Referenčna skupina, porabnik, nakup, vedenje, odločanje, vpliv.
Publisher:	K. Pavličič
Year of publishing:	2024
PID:	20.500.12556/DKUM-91246
UDC:	366.1
COBISS.SI-ID:	221538819
Publication date in DKUM:	09.01.2025
Views:	197
Downloads:	73
Metadata:
Categories:	EPF Misc.
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Secondary language

Language:	English
Title:	CONSUMER BEHAVIOR AND THE INFLUENCE OF REFERENCE GROUPS ON DECISION MAKING
Abstract:	In this diploma project, we investigate consumer behavior and the stages of the entire process that take place before and after the purchase of a product or service. We also explain post-purchase behavior, where the consumer analyzes his purchase decision, compares it with the original criteria and expectations, and determines whether the product satisfied his needs. In marketing, understanding consumer behavior is particularly important, as it helps companies successfully market their product. Buying behavior is influenced by several different factors, including personal, social, cultural, economic and psychological factors. We focus mainly on social factors, under which we classify reference groups, which are the central theme of this diploma project. We define them as groups of people who have an indirect or direct influence on an individual's attitudes and behavior (Kotler, 2004). We study how reference groups shape consumer purchasing decisions and how companies use this approach for marketing purposes. We describe how they affect consumer confidence in products and their role in the marketing of luxury products. We explain the influence of reference groups using the example of the well-known brand Apple, which has a large number of loyal users, and their products are considered a status symbol. As another example, we cite a group of young mothers who are looking for comprehensive information for their children from various sources. In the empirical part, we collected data using a questionnaire, which we analyzed and displayed graphically. We found that for products that belong to a higher price category, individuals take into account the opinions of their reference groups more than for cheaper ones. We conclude that in cases of higher risk of post-purchase dissatisfaction, people seek confirmation from their reference groups before making a purchase decision. Our research confirms that reference groups are an important factor in the decision-making process and in the formation of shopping habit
Keywords:	Reference group, consumer, purchase, behavior, decision-making, influence.

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