Analiza nakupnih navad potrošnikov izdelkov za dojenčke

delo diplomskega projekta

Janja Črnko (Author), Matjaž Iršič (Mentor)

Abstract

Delo diplomskega projekta preučuje nakupne navade potrošnikov izdelkov za dojenčke. Zaradi širokega trga izdelkov za dojenčke se marsikateri starši težko odločijo za »pravilen« izdelek. Tudi nakup v specializiranih trgovinah za otroke ni več samoumeven, saj se je pojavilo mnogo nizkocenovnih in diskontnih trgovin, ki nudijo izdelke za dojenčke po dostopnejših cenah. V teoretičnem delu smo s pomočjo literature predstavili nakupno vedenje, model zadovoljstva potrošnikov, zvestobo potrošnikov, dejavnike, ki vplivajo na proces nakupnega odločanja, ter proces nakupnega odločanja. V empiričnem delu diplomskega projekta so prikazani rezultati raziskave nakupnih navad potrošnikov izdelkov za dojenčke. Ugotovili smo, da so potrošnikom najbolj pomembni dejavniki kakovost izdelkov ter predhodne izkušnje. Cena in blagovna znamka nista tako pomembna dejavnika, saj so starši pripravljeni narediti/kupiti vse, da bi uspešno zadovoljili potrebe svojih otrok. Zvestoba blagovnim znamkam izdelkov za dojenčke ni tako prisotna pri potrošnikih, kot smo pričakovali. Potrošniki še zmeraj v večini nakupujejo izdelke za dojenčke v specializiranih trgovinah zaradi dostopnosti vseh izdelkov na enem mestu, se pa zvišuje delež potrošnikov, ki kupujejo v trgovinah s splošno ponudbo ali pa rabljene izdelke predvsem zaradi nižjih cen.

Keywords

potrošniki;vedenje porabnikov;nakupne navade;nakupno odločanje;izdelki za dojenčke;

Data

Language:	Slovenian
Year of publishing:	2021
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	J. Črnko
UDC:	366.12
COBISS:	82787843
Views:	383
Downloads:	56
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Analysis of consumer purchasing habits of baby products
Secondary abstract:	The diploma thesis studies consumers purchasing habits of baby products. Due to the wide market of baby products, many parents find it difficult to choose the "right" product. Even shopping in specialty baby stores is no longer a matter of course, as many low-cost and discount stores have emerged and offer baby products at more affordable prices. In the theoretical part, with the help of literature, we introduced purchasing behavior, the model of consumer satisfaction, consumer loyalty, factors influencing the purchasing decision-making process and the purchasing decision-making process. The empirical part of the diploma thesis presents the results of a survey of consumers purchasing habits of baby products. We found that the most important factors for consumers are product quality and previous experiences. Price and brand are not such important factors, as parents are willing to do/buy everything just to successfully meet the needs of their children. Loyalty to baby product brands, is not as present among consumers as we expected. Consumers still mostly buy baby products in specialized stores, due to the availability of all products in one place, but the share of consumers who buy in stores with a general offer or buy used products is increasing mainly due to lower prices.
Secondary keywords:	consumer;purchasing habits;purchasing decision-making process;factors;baby products;
Type (COBISS):	Diploma project paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	39 str., 4 str. pril.
ID:	13260497