Vpliv oglaševanja v tiskanih medijih na nakupne odločitve starejših odjemalcev

magistrsko delo

Petra Slana (Author), Bruno Završnik (Mentor)

Abstract

V današnjem času nam je oglaševalska industrija vse bližje, pa če se zavedamo tega ali ne. Konkurenca na trgu je velika, zato vsak na svoj način apelira, nagovarja posameznike oziroma ciljne skupine. Tako smo vsakodnevno obdani s številnimi oglasnimi sporočili, kamorkoli seže naš pogled. Ljudje smo postali premišljeni odjemalci, odjemalci, ki vedo, kaj hočemo, zato se morajo podjetja potruditi, da nas prepričajo, prepričajo posamezne ciljne skupine, da se le-te odločijo za nakup prav njihovega izdelka ali storitve. Vsako ciljno skupino pa ni mogoče prepričati k nakupu na enak način. Mlajše generacije so bolj dovzetne za spremljanje informacij preko tako imenovanih sodobnih medijev, kot so spletne strani, družabna omrežja, mobilna telefonija, medtem ko starejše še vedno pritegnejo mediji, kot televizija, tisk, radio, vse bolj pa tudi internet. Glede na vse večji trend staranja prebivalstva pa so postali tudi pomembna ciljna skupina mnogih podjetij. Z leti število starejših narašča, medtem ko število rojstev upada. Zato je pomembno, da podjetja v ospredje ne postavljajo zgolj mladih, kateri so še vedno najbolj izpostavljena skupina odjemalcev, ampak začnejo večjo pozornost prenašati tudi na starejše odjemalce in njihove želje in potrebe po določenih izdelkih ali storitvah. V magistrski nalogi bomo s pomočjo raziskave poskušali ugotoviti, kako oglaševanje v tiskanih medijih vpliva na nakupne odločitve starejših odjemalcev. Raziskali bomo, kako dejavniki na podlagi tiskanih medijev (cena, kakovost izdelka ali storitve, privlačnost tiskanega oglasa), vplivajo na njihove nakupne odločitve. Prav tako bomo poskušali ugotoviti, kakšne prednosti oziroma slabosti predstavljajo tiskani mediji za starejše odjemalce in kakšno mnenje imajo o oglaševanju izdelkov ali storitev v samih tiskanih medijih.

Keywords

ogaševanje;tiskani mediji;izdelki;storitve;nakupno odločanje;starejši ljudje;

Data

Language:	Slovenian
Year of publishing:	2018
Typology:	2.09 - Master's Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[P. Slana]
UDC:	659.132.22(043.2)
COBISS:	13037084
Views:	826
Downloads:	120
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Impact of the print media advertising on the purchase decisions of older customers
Secondary abstract:	Nowadays, our advertising industry is getting closer if we are aware of it or not. Competition on the market is getting bigger and bigger, so therefore everyone is appealing or addressing individuals or target groups in every way they can. Everywhere we go we are daily surrounded with numerous advertisements. We people have become thoughtful customers. We know what we want so all the companies have to make an effort to persuade us or individual target groups in decision to purchase each company’s product or service. However, we have to be aware that each target group cannot be persuaded to purchase specific product or service in the same way. The younger generations are more susceptible to monitoring information through so-called modern media, such as websites, social networks, mobile telephony, while older generations are still attracted by the media, such as television, print, radio, and more and more. In view of the increasing trend of aging population, they have become an important target group for many companies. Over the years the number of elderly people is increasing, while the number of births is decreasing. Because of that it is very important that companies do not put just young people at the front row, nerveless that they are still the most exposed group of customers. They also have to pay more attention to older customers and their desires and needs for specific products or services. With our study we will try to find out how advertising in printing media is influencing purchasing decisions of older customers. We will explore how factors based on printed media (price, quality of a product or service, the attractiveness of a printed advertisement) affect their buying decisions. We will also try to find out what are the advantages or disadvantages of printed media for older customers and what kind of opinion they have about advertising products or services in the printed media itself.
Secondary keywords:	advertising;print media;older customers;product or service;shopping habits;
URN:	URN:SI:UM:
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	81 str.
ID:	10919111