Dejavniki, ki vplivajo na potrošnika pri nakupu avtomobila

diplomsko delo univerzitetnega študija Organizacija in management kadrovskih in izobraževalnih sistemov

Tadeja Vidic (Avtor), Polona Šprajc (Mentor)

Povzetek

V diplomskem delu smo se posvetili potrošniku in njegovim potrebam, ki smo podrobneje opisali, saj so ključne za motiviranje ekonomskega obnašanja. Predvsem podjetja morajo slednje dobro poznati, saj morajo vnaprej predvideti, v katero smer bo šel razvoj. Zagotavljati morajo zadostne količine dobrin, ki so jih potrošniki pripravljeni kupiti in bi jih s primernim trženjem tudi kupili. Opredelili smo različne oblike in vloge potrošnika pri nakupovanju, opisali smo proces nakupnega odločanja in posamezne dejavnike, ki nanj vplivajo. Ti so: izdelek in njegova kakovost, blagovna znamka, somatski markerji, cena, pomen in pomembnost oglaševanja ter trženja, slovenski nacionalni karakter kot marketinški dejavnik, puščanje odprtih možnosti, vpliv okolja in modne muhe, poreklo izdelka, prodajno mesto ter ponakupne aktivnosti. Opredelili smo tudi dejavnike, ki na samo potrošnjo vplivajo negativno. S pomočjo opredeljenih dejavnikov v teoretičnem delu smo sestavili anketni vprašalnik, s katerim smo preverili, kateri izmed posameznih dejavnikov imajo na potrošnike največji oziroma najmanjši vpliv. Postavili smo hipotezo, ki smo jo preverili s pomočjo statističnih orodij. Med preverjanjem vpliva različnih dejavnikov, nas je zanimalo tudi, ali obstajajo razlike glede na spol in starost vprašanih.

Ključne besede

potrošnik;nakupno odločanje;dejavniki nakupnega odločanja;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2013
Izvor:	Kranj
Tipologija:	2.11 - Diplomsko delo
Organizacija:	UM FOV - Fakulteta za organizacijske vede
Založnik:	[T. Vidic]
UDK:	339.138
COBISS:	7196179
Št. ogledov:	1786
Št. prenosov:	531
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	FACTORS AFFECTING THE CONSUMER WHEN PURCHASING A CAR
Sekundarni povzetek:	In this degree paper we focused mainly on the consumer and his needs which are described in detail as they are the key to motivating the economic behaviour. The knowledge of economic behaviour is important first and foremost for the companies because they need to know in advance which direction the consumers are going and get there before them - this means mostly providing sufficient quantity of goods which consumers are ready to buy and will indeed buy them if the marketing is effective. We defined different forms and roles of the consumer while purchasing, we took a closer look at the whole process of purchase decision-making and at individual factors which effect the purchase decision-making process. These factors are: the product itself, its quality, the brand, somatic markers, the price, the meaning and importance of advertising and marketing, slovene national character as one of the marketing factors, keeping all the options open, the influence of the enivironment, the influence of fashion, the origin of the product, point of sale and post-purchase activity. We also defined the factors that have a negative effect on the consumption. Considering the factors we defined in the theoretical part, we put together a questionnaire which we used to check which one of the individual factors has the smallest and which one has the biggest effect. We formed hypotheses which we tested with the help of statistical tools. While testing the effect of variable factors that influence the consumer behaviour we also wanted to know whether there are any differences if we take into account the gender and the age of the interviwees.
Sekundarne ključne besede:	Consumer;Purchase decision-making process;Purchase decision-making process factors;
URN:	URN:SI:UM:
Vrsta dela (COBISS):	Diplomsko delo/naloga
Komentar na gradivo:	Univ. v Mariboru, Fak. za organizacijske vede
Strani:	87 f., pril.
Ključne besede (UDK):	social sciences;družbene vede;economics;economic science;ekonomija;ekonomske vede;trade;commerce;international economic relations;world economy;trgovina;tržišče;marketing;general questions of trade and commerce;market;splošna vprašanja o trgovanju in trgovini;
ID:	82458