magistrsko delo
Tjaša Jarc (Author), Tanja Kamin (Mentor), Samo Kropivnik (Co-mentor)

Abstract

Zaradi kolic?ine trz?nokomunikacijskih vsebin si potros?nik pri prednakupnem zaznavanju kakovosti produkta pomaga z razlic?nimi pokazatelji – signali. Pri tem med drugim zaznava vsiljivost oglasov in njihovo kredibilnost. V nalogi loc?ujemo trz?ne komunikacije na tiste, ki uporabljajo strategije potega (sporoc?ila so nevsiljiva in kredibilna, potros?nik ima obc?utek nadzora nad nac?inom pridobivanja informacij in njihovo vsebino) in tiste, ki se posluz?ujejo strategij potiska (sporoc?ila se potiskajo v zavest potros?nikov, kar je zaznano kot vsiljivo in nekredibilno). Naloga raziskuje, kako milenijci, generacija, ki je s?e posebej kritic?na do oglas?evanja, vidi kakovost produktov, ki se ne komunicirajo preko strategij potiska. Pri tem ugotavlja, da udelez?enci raziskave tesno povezujejo nevsiljivost in kredibilnost trz?ne komunikacije z zaznavanjem kakovosti produkta. V nadaljevanju naloga preuc?uje zaznavanje kakovosti trz?ne znamke, ki v praksi komunicira s strategijami potega in nato nepric?akovano v svojo komunikacijo vkljuc?i tudi strategije potiska. Pri tem raziskava ugotavlja moz?no spremembo v potros?nikovem odnosu do produkta, ki lahko vodi v dvom o kakovosti produkta in odklonilen odnos do nakupa le-tega.

Keywords

Oglaševanje;Tržno komuniciranje;Potrošniki;Kakovost izdelkov in storitev;Magistrska dela;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [T. Jarc]
UDC: 659.1(043.3)
COBISS: 36145757 Link will open in a new window
Views: 519
Downloads: 183
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Other data

Secondary language: English
Secondary title: Perceived product quality in push and pull strategies alternation
Secondary abstract: Due to the quantity of marketing communication content, consumers help themselves with different indicators – signals to detect product quality. In doing so, consumers focus on intrusiveness and credibility. In this research we distinguish marketing communications from those using pull strategies (messages are perceived as credible, they are non-intrusive and the consumer has a sense of control over the way information is acquired) and those who use push strategies (messages are pushed into consumer awareness, which is perceived as intrusive and unreliable). The research explores how the millennials, a generation that is particularly critical to advertising, perceive the quality of products that are not communicated through push strategies. It finds out that participants closely associate non-intrusiveness and credibility with the perceived high quality of the product. The research is also examining the perception of a brand quality using pull strategy that starts unexpectedly using push strategy. This can result in a possible change of consumers' attitude towards the product, which can lead to doubts about the quality of the product and a deviating attitude towards purchasing it.
Secondary keywords: Advertising;Marketing communication;Consumers;Quality of products and services;Master's theses;
Type (COBISS): Master's thesis/paper
Study programme: 0
Embargo end date (OpenAIRE): 1970-01-01
Thesis comment: Univ. v Ljubljani, Fak. za družbene vede
Pages: 124 str.
ID: 11109024