Odnos med samopodobo kupcev in zvestobo blagovni znamki

magistrsko delo

Rene Krajnc (Author), Damijan Mumel (Mentor)

Abstract

Konkurenca med blagovnimi znamkami na trgu je v sodobnem času velika. Podjetja se zato zmeraj bolj osredotočajo na svoje odjemalce in ugodijo vsem njihovim potrebam ter željam. Raziskave kažejo, da je strošek zadržanja obstoječega kupca manjši kot strošek pridobitve novega kupca. Iz tega razloga podjetja po navadi želijo imeti kupce, ki so zvesti njihovi blagovni znamki. Tako na trgu obstaja večja potreba po razumevanju kupcev, njihovih potreb, želja, motivacij in vseh psiholoških dejavnikov, ki jih vodijo v nakupnem procesu. V magistrskem delu nas je zanimala povezava med samopodobo posameznikov in njihovo zvestobo blagovnim znamkam. Najprej ponujamo pregled literature s področij samopodobe in zvestobe blagovnim znamkam, ki kaže, kako kompleksna sta ta dva pojma. V nadaljevanju sledi še lastna raziskava, ki želi pojasniti odnos med samopodobo in zvestobo blagovnim znamkam. V raziskavi smo se omejili na posameznike v starostni skupini 19–26 let, torej na študentsko populacijo. Hkrati smo se glede zvestobe odjemalcev omejili na zvestobo blagovnim znamkam deodorantov. Vprašanje odnosa med samopodobo in zvestobo blagovnim znamkam ni natančno raziskano, tako naša raziskava ponuja vpogled v ta odnos in lahko deluje kot iniciativa za bolj podrobne raziskave v prihodnosti.

Keywords

blagovne znamke;kupci;zvestoba;samopodoba;

Data

Language:	Slovenian
Year of publishing:	2018
Typology:	2.09 - Master's Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[R. Krajnc]
UDC:	658.89:658.626(043.2)
COBISS:	13182492
Views:	522
Downloads:	83
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Relationship between customer self esteem and brand loyalty of deodorants
Secondary abstract:	There is a tough competition on the market for modern brands. That is why companies nowadays focus more and more on their consumers and grant them all of their wishes. Research shows that the cost of keeping an existing customer is smaller than the cost of getting a new one. Because of that the companies usually want their customers to be loyal to their brand. The market thus has a bigger need of understanding the consumers, their needs, wishes, motivations and all psychological factors that guide them through the buyer decision process. In this Master's thesis we were interested in the relationship between self-esteem of individuals and their loyalty to consumer brands. Firstly we offer a literature review from the fields of self-esteem and brand loyalty, that shows just how complex these two terms are, followed by our own research. The research we have made tries to explain the relationship between self-esteem and brand loyalty. We have limited ourselves on individuals between the ages of 19 and 26, meaning the student population. With brand loyalty we limited ourselves to deodorant brands. The question of the relationship between self-esteem and brand loyalty has not yet been explained in detail and we hope our research can offer a glimpse into this relationship and act as an initiative for further, more detailed research in the future.
Secondary keywords:	self-image;brand loyalty;actual self;ideal self;
URN:	URN:SI:UM:
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	64 str.
ID:	10975075