Analiza dejavnikov nakupa mlečnih prehrambnih izdelkov v Sloveniji

magistrsko delo

Danijela Babenko (Author), Bruno Završnik (Mentor)

Abstract

Namen magistrske naloge je bil proučiti dejavnike, ki vplivajo na nakup mlečnih prehrambnih izdelkov, in ugotoviti, kateri dejavniki so pri slovenskih porabnikih in njihovih nakupnih odločitvah, najpomembnejši. V teoretičnem delu magistrske naloge je s pomočjo teoretičnih izhodišč obravnavanih avtorjev domače in tuje literature predstavljeno nakupno odločanje porabnikov, nakupni proces, dejavniki in vrste nakupnega odločanja ter podrobneje več dejavnikov, ki vplivajo na odločitve o nakupu prehrambnih izdelkov. V praktičnem delu magistrske naloge je bila izvedena raziskava dejavnikov nakupa mlečnih prehrambnih izdelkov v Sloveniji. Rezultati raziskave so podali vplogled v preference porabnikov, njihove poglede, stališča in vrednote glede obravnavane tematike. Proučevanje porabnikov in nakupnih dejavnikov bi moralo ponudnikom predstavljati pomembno izhodišče pri oblikovanju njihovih trženjskih strategij. Le poznavanje porabnika lahko vodi podjetje do doseganja ključnih ciljev. Porabniku je potrebno ponuditi, kar želi in potrebuje, sicer bo odšel h konkurenci, pridobiti porabnika nazaj pa je veliko dražje in težje kakor ga obdržati.

Keywords

nakup;odločanje;nakupno odločanje;kupci;porabniki;mlečni izdelki;kakovost;cene;

Data

Language:	Slovenian
Year of publishing:	2016
Typology:	2.09 - Master's Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[D. Babenko]
UDC:	658.89
COBISS:	12263708
Views:	1388
Downloads:	323
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Analysis of factors of purchasing dairy prodicts in Slovenia
Secondary abstract:	The aim of the Master’s thesis was to study the factors which influence the purchase of dairy products and to establish which factors play the most important role in the purchase decisions of Slovene consumers. The theoretical part of the thesis presents, with the help of the theoretical platforms of considered domestic and foreign literature authors, consumers’ purchase decision, purchase process, factors and types of purchase decision. It also presents in detail several factors which affect the decisions of food products purchase. The practical part of the thesis includes the survey on the factors of dairy products purchase in Slovenia. The results of the survey reveal the preferences of consumers, their views, opinions and values about the subject matter. The studies of the consumers and purchase factors should be considered as an important basis for providers when designing their marketing strategies. Only the perception of consumers can lead a company to achieving key goals. Consumers must be offered what they desire and need otherwise they will go to competition. Getting them back is much more expensive and harder than holding on to them.
Secondary keywords:	factors of purchase decision;process of purchase decision;types of purchase decision;consumer;domestic and foreign dairy products;the quality of a product;the price of a product;
URN:	URN:SI:UM:
Type (COBISS):	Master's thesis
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	79 str., 26 str. pril.
ID:	9124225