magistrsko delo
Sonja Nekrep (Author), Damijan Mumel (Mentor)

Abstract

V času gospodarske krize in recesije podjetja, ki se niso pravočasno prestrukturirala, težko dosegajo načrtovane ključne cilje poslovanja, kar se odraža v izkazih poslovnega izida kot nižji čisti prihodki, poslovni izidi iz rednega poslovanja in čisti poslovni izidi pa so velikokrat negativni. Soočamo se z umiranjem neuspešnih tekmovalcev na trgu, na katerem še zmeraj vlada brezobziren boj. Hitro rastočih trgov je vse manj, gneča v panogah pa je zmeraj zelo velika, zato uspejo samo stabilni, fleksibilni in tisti, ki so med seboj povezani ter imajo bogate mednarodne marketinške izkušnje. Jasno je, da tradicionalni poslovni modeli in strategije, ki so jih tržniki uporabljali v obdobju konjunkture, ne delujejo več. To pa ni le posledica visoko razvite tehnologije in vrste različnih kriz, temveč tudi posledica bistveno drugačnih odjemalcev. Zadnje raziskave o vedenju odjemalcev kažejo, da se je njihovo vedenje tako zelo spremenilo, da narekuje povsem nova znanja in spretnosti v načrtovanju, upravljanju in izvajanju poslovnih strategij. Kultura v veliki meri določa posameznikovo vedenje, ki ga je možno objektivno meriti. Razvite teorije omogočajo ugotavljanje vzrokov in posledic, ki vedenje razlagajo. Ko vedenje enkrat vidimo kot odziv na pripadnost določeni religiji, se zdijo trženjske raziskave z namenom, da opredelijo trženjski fenomen vedenja odjemalcev kot primerne za analiziranje situacije, saj omogočajo pregled, prenovo in sintezo spoznanj o trgu, potrošnji in tržnih akterjih. Podjetja lahko z dobrim poznavanjem razmer na trgu bistveno izboljšajo svojo ponudbo izdelkov in storitev, ki zadovoljujejo današnje inteligentne, vse bolj zahtevne, muhaste in nenasitne odjemalce. V isti luči je možno videti funkcionalizem, ki razume vedenje odjemalcev kot odziv na funkcionalne predpogoje rastočega podjetja, ki ustvarja profite in s tem prispeva k dobrobiti celotnega družbenega sistema. Odločila sem se, da bom v magistrskem delu s pomočjo raziskovanja vedenja odjemalcev dobila odgovor na ključno vprašanje, ali morda verska pripadnost vpliva na porabo določenega izdelka. Magistrska naloga je sestavljena iz štirih delov. V prvem delu sem povzela teoretična izhodišča o pojmu pomembnosti in omejitvah tržnega raziskovanja ter kritičnega pogleda nanje. Če želimo raziskovati sistematično, moramo slediti korakom v procesu trženjskega raziskovanja. V podjetjih premalo naročajo tovrstne raziskave in to jim povzroča težave širših razsežnosti. Osredotočila sem se na raziskovanje vedenja odjemalcev, relativno mlade doktrine, ki pa je zelo pomembna za trženje. V drugem delu s teoretičnega vidika obravnavam kulturo kot temeljni dejavnik, ki vpliva na posameznikovo vedenje. Ker je kultura sestavljena iz več elementov, med katere spada tudi religija, ugotavljam njen močan vpliv na vedenje odjemalcev. Kultura določa proces kupčevega odločanja o izbiri izdelka ali storitve, izbiri blagovne znamke, izbiri trgovca, o času nakupa, obsegu nakupa in o ponakupnem ravnanju. Osredotočila sem se na vedenje pripadnikov krščanske in muslimanske religije, katerih vedenje se z velikimi razlikami odraža tudi v trženjskem spletu. V tretjem, empiričnem delu, sem z različnimi metodami raziskovanja zasledovala značilnosti omenjenih religij, ki so me pripeljale do različnih navad in ritualov v zvezi z osebno higieno. To je potrdilo drugo hipotezo, da se v krščanskem svetu porabi več toaletnega papirja na gospodinjstvo kot v islamskem. S kvantitativnim pristopom, ki temelji na uporabi sekundarnih podatkov, sem z metodo analize sprejela hipotezi, da verska pripadnost vpliva na porabo toaletnega papirja in da pripadniki islamske religije porabijo manj toaletnega papirja na gospodinjstvo kot pravoslavci in katoliki, ki ga porabijo največ na gospodinjstvo. Potem, ko smo izločili vpliv religije, so izračunani parcialni korelacijski in determinacijski koeficienti pokazali na precej nižji vpliv opazovanih spremenljivk kot so BDP, gospodarska rast, stopnja nezaposlenosti,

Keywords

trženje;tržne raziskave;empirične raziskave;religija;kultura;vedenje;kupci;poraba;

Data

Language: Slovenian
Year of publishing:
Source: Maribor
Typology: 2.09 - Master's Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [S. Nekrep]
UDC: 339.138:676.25
COBISS: 10273308 Link will open in a new window
Views: 10544
Downloads: 2157
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Other data

Secondary language: English
Secondary title: [ǂThe ǂinfluence of religious affiliation on the consumption of toilet paper]
Secondary abstract: In the present time of economic crisis and recession, the companies which did not restructurise are having difficulties attaining their planned key goals of business. This is especially visible in business result reports which feature lower net incomes, whereas business results for regular operation and clear business results are often negative. We are facing the downfall of unsuccessful rivals on the market, where the ruthless fight continues to rule. There are fewer and fewer fast growing markets, the crowd in the branches remains very big, and that is why only the stable, flexible and inter-connected, with rich international marketing experiences, succeed. It is obvious that the traditional business models and strategies used by marketing people during the conjuncture do not work anymore. However, this is not only a consequence of high-developed technology and series of different crises, but it stems from essentially different clients. Recent research about client behaviour shows that their behaviour has changed so much that it dictates completely new knowledge and skills in planning, managing and executing business strategies. Culture in large extent defines the objectively measurable behaviour of individuals. Developed theories enable identifying reasons and consequences which can explain behaviour. When behaviour is seen as a reaction to a particular religion commitment it seems that marketing research with the aim to define consumer behaviour marketing phenomenon is suitable for analyzing situations, which enable insight, renewal and synthesis of market, consumption and marketing stakeholder’s cognitions. Companies can, with good knowledge of market conditions, substantially improve their product or service offer, which satisfies present-day intelligent, more and more pretentious, capricious and insatiable consumers. In the same light we can see functionalism which understands consumer behaviour as a response to functional preconditions of a growing company, which creates profits and with that contributes to welfare of the whole social system. I have decided to find out in my Master’s paper, with the help of client behaviour research, the answer to a key question; does religious affiliation influence the consumption of a certain product. The Master's paper consists of four parts. In the first part, I summed up the theoretical origins of concept, importance and constrains of the market research and the critical respects of it. If we want to research systematically, we must follow steps in market research process. Companies tend to overlook the importance and usefulness of such research strategies, which can lead to a wide range of problems. I have focused on consumer behaviour research, which is a relatively young doctrine of very high importance for marketing. I the second part I have focused on culture, which is, from a theoretical viewpoint, a factor which heavily influences the behaviour of an individual. Since culture is composed of smaller subcultures, a part of which is also religion, I have found that its influence on the consumer is quite strong. This determines the process of the buyer’s decision to purchase a product or service, the choice of trade mark, the choice of merchant, the time of purchase, the amount purchased and the handling after the purchase. I have focused on the behaviour of members of the Christian religion and the behaviour of members of the Muslim religion, the behaviour of which results in big differences in the marketing mix. In the third, empirical, part I have followed the characteristics of the representatives of the aforementioned religions with different methods, which also lead me to different habits and rituals regarding personal hygiene, which confirms my second hypothesis that in the Christian world the consumption of toilet paper per household is higher than in the Muslim world. With a quantitative approach, based on secondary data and using the analytical method, I have confirmed the hypotheses that religious affiliation influences consumption of
Secondary keywords: marketing researching;culture;religion;consumer behavior;
URN: URN:SI:UM:
Type (COBISS): Master's thesis/paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: 93, 15 str.
Keywords (UDC): social sciences;družbene vede;economics;economic science;ekonomija;ekonomske vede;trade;commerce;international economic relations;world economy;trgovina;tržišče;marketing;general questions of trade and commerce;market;splošna vprašanja o trgovanju in trgovini;applied sciences;medicine;technology;uporabne znanosti;medicina;tehnika;various industries;trades and crafts;razne industrije;obrti in rokodelstva;pulp;paper and board industry;industrija celuloze;papirja in kartona;
ID: 1011071