Trženje pogrebnih storitev v Sloveniji

analiza spletnih strani ponudnikov pogrebnih storitev

Kaja Babić (Author), Andrej Naterer (Mentor)

Abstract

Magistrsko delo temelji na predpostavki, da je trženje pogrebnih storitev specifično zaradi sociokulturne distinktivnosti fenomena smrti in čustvene prizadetosti žalujočih po smrti bližnje osebe. Za to področje trženja je namreč značilno, da žalujoči sprejemajo odločitve v času življenjske krize in v sorazmerno kratkem časovnem obdobju. Pogreb kot "zadnje slovo" od pokojnika ne služi samo namenu pokopa trupla, saj s svojimi značilnostmi obreda in rutine pomirjajo žalujoče in jih reintegrira v družbo, hkrati je to prelomni trenutek, ki sproži pričetek žalovanja za svojce pokojnika. V magistrskem delu analiziramo tržne nagovore potencialnih strank na spletnih straneh pogrebnih podjetij v Sloveniji. Raziskava zajema 75 edinstvenih podjetij in s pomočjo metode analize vsebine preuči vsebino njihovih spletnih strani. Rezultati kažejo, (1) da pogrebna podjetja najpogosteje izpostavljajo usluge pomoči in urejanja pogrebnih slovesnosti, vendar te niso natančno opredeljene, (2) da ima večina opazovanih vnosov tehničen apel in nizek oziroma zmerni dodatni naboj, (3) da podjetja najpogosteje koncipirajo svoje prednosti glede tradicije, kakovosti in profesionalnosti, (4) da slovo od pokojnika koncipirajo kot dostojno, (5) pokojnika koncipirajo kot bližnjo osebo in (6) čas po smrti kot najtežji trenutek. V postopek organizacije pokopa trupla in organizacije pogreba je vključenih kar nekaj deležnikov, med njimi razen bližnjih in pogrebnega podjetja tudi pokopališki delavci, sodelujoči pri slovesnosti, cvetličarne in mediji.

Keywords

magistrska dela;trženje;pogreb;oglaševanje;pogrebne storitve;

Data

Language:	Slovenian
Year of publishing:	2023
Typology:	2.09 - Master's Thesis
Organization:	UM FF - Faculty of Arts
Publisher:	[K. Babić]
UDC:	242-557:339.138(497.4)(043.2)
COBISS:	163557635
Views:	6
Downloads:	0
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Funeral service marketing in Slovenia
Secondary abstract:	This thesis is based on the assumption that the marketing of funeral services is specific due to the socio-cultural distinctiveness of the phenomenon of death and the emotional impact of the bereaved after the death of a loved one. This field of marketing is characterized by the fact that the bereaved make decisions during a life crisis and in a relatively short period of time. The funeral, as a "last farewell" to the deceased, does not only serve the purpose of burying the body, because with its characteristics of ritual and routine, they calm the bereaved and reintegrate them into society, and at the same time, it is a turning point that initiates the beginning of mourning for the loved ones of the deceased. We have analysed the marketing addresses of potential customers on the websites of funeral companies in Slovenia. The research covers 75 unique companies and examines the content of their websites using a content analysis method. The results show (1) that funeral companies most often highlight the services of helping and organizing funeral ceremonies, but these are not clearly defined, (2) that most of the observed entries have a technical appeal and a low or moderate additional charge, (3) that companies most often conceptualize their advantages in terms of tradition, quality and professionalism, (4) that they perceive saying goodbye to the deceased as dignified, (5) that they perceive the deceased as a close person and (6) that the time after death is described as the most difficult moment for the bereaved. Quite a few stakeholders are involved in the process of organizing the burial of a body and the organization of a funeral, among them, in addition to relatives and the funeral company, there are also cemetery workers participating in the ceremony, florists and the media.
Secondary keywords:	master theses;marketing;funeral;death;funeral services;Smrt;Žalovanje;Pogrebna dejavnost;Pokop;Socialno trženje;Slovenija;Univerzitetna in visokošolska dela;
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Filozofska fak., Oddelek za sociologijo
Pages:	1 spletni vir (1 datoteka PDF (XII, 73 str.))
ID:	19824351