Vpliv kulture na nakupne odločitve - primerjava vedenja odjemalcev v Sloveniji in Španiji

Gros, Sana

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Title:	Vpliv kulture na nakupne odločitve - primerjava vedenja odjemalcev v Sloveniji in Španiji
Authors:	ID Gros, Sana (Author) ID Iršič, Matjaž (Mentor) More about this mentor...
Files:	VS_Gros_Sana_2025.pdf (1,22 MB) MD5: 387B6DA8CF3189B23EE98550BF9D69CA
Language:	Slovenian
Work type:	Bachelor thesis/paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Diplomsko delo obravnava vpliv kulture na nakupne odločitve mladih odraslih, starih od 18 do 35 let, v Sloveniji in Španiji. Kultura kot skupek vrednot, norm in prepričanj pomembno vpliva na potrošniško vedenje, saj določa način, kako posamezniki zaznavajo izdelke, blagovne znamke in nakupni proces. Namen raziskave je bil preučiti razlike in podobnosti med slovenskimi in španskimi potrošniki ter ugotoviti, kateri kulturni dejavniki najbolj oblikujejo njihove nakupne preference. Empirična raziskava, izvedena z anketnim vprašalnikom, je pokazala, da slovenski potrošniki izkazujejo večjo racionalnost in zvestobo blagovnim znamkam, medtem ko so španski potrošniki bolj čustveno usmerjeni, impulzivni ter pod večjim vplivom praznikov in kulturnih običajev. Rezultati potrjujejo, da kulturne značilnosti pomembno vplivajo na vse faze nakupnega procesa, kar je ključno spoznanje za podjetja, ki želijo učinkovito nagovarjati potrošnike na obeh trgih.
Keywords:	odjemalec, nakupne odločitve, kultura, vplivi.
Place of publishing:	Maribor
Publisher:	D. Plohl]
Year of publishing:	2025
PID:	20.500.12556/DKUM-94782
UDC:	366.12
COBISS.SI-ID:	255395843
Publication date in DKUM:	30.10.2025
Views:	218
Downloads:	54
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:	27.08.2025

Secondary language

Language:	English
Title:	The impact of culture on purchasing decisions - a comparison of consumer behavior in Slovenia and Spain
Abstract:	This thesis examines the impact of culture on the purchasing decisions of young adults aged 18 to 35 in Slovenia and Spain. Culture, as a system of values, norms, and beliefs, plays a crucial role in shaping consumer behavior by influencing how individuals perceive products, brands, and the purchasing process. The aim of the research was to identify the similarities and differences between Slovenian and Spanish consumers and to determine which cultural factors most strongly affect their purchasing preferences. The empirical research, conducted through a survey questionnaire, revealed that Slovenian consumers demonstrate greater rationality and brand loyalty, while Spanish consumers are more emotionally driven, impulsive, and strongly influenced by holidays and cultural traditions. The findings confirm that cultural characteristics significantly affect all stages of the purchasing process, which provides important insights for companies seeking to effectively address consumers in both markets.
Keywords:	customer, purchase decisions, culture, impact.

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