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undergraduate thesis
PREFERENCIJE KUPACA PRILIKOM KUPOVINE
2023. urn:nbn:hr:150:437368
Malarić, Ivana
University of Applied Sciences "Lavoslav Ružička" in Vukovar

Cite this document

Malarić, I. (2023). PREFERENCIJE KUPACA PRILIKOM KUPOVINE (Undergraduate thesis). Vukovar: University of Applied Sciences "Lavoslav Ružička" in Vukovar. Retrieved from https://urn.nsk.hr/urn:nbn:hr:150:437368

Malarić, Ivana. "PREFERENCIJE KUPACA PRILIKOM KUPOVINE." Undergraduate thesis, University of Applied Sciences "Lavoslav Ružička" in Vukovar, 2023. https://urn.nsk.hr/urn:nbn:hr:150:437368

Malarić, Ivana. "PREFERENCIJE KUPACA PRILIKOM KUPOVINE." Undergraduate thesis, University of Applied Sciences "Lavoslav Ružička" in Vukovar, 2023. https://urn.nsk.hr/urn:nbn:hr:150:437368

Malarić, I. (2023). 'PREFERENCIJE KUPACA PRILIKOM KUPOVINE', Undergraduate thesis, University of Applied Sciences "Lavoslav Ružička" in Vukovar, accessed 22 March 2025, https://urn.nsk.hr/urn:nbn:hr:150:437368

Malarić I. PREFERENCIJE KUPACA PRILIKOM KUPOVINE [Undergraduate thesis]. Vukovar: University of Applied Sciences "Lavoslav Ružička" in Vukovar; 2023 [cited 2025 March 22] Available at: https://urn.nsk.hr/urn:nbn:hr:150:437368

I. Malarić, "PREFERENCIJE KUPACA PRILIKOM KUPOVINE", Undergraduate thesis, University of Applied Sciences "Lavoslav Ružička" in Vukovar, Vukovar, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:150:437368

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Metadata
TitlePREFERENCIJE KUPACA PRILIKOM KUPOVINE
Title (english)CUSTOMER PREFERENCES WHILE SHOPPING
AuthorIvana Malarić
MentorSandra Mrvica Mađarac (mentor)
Committee memberDarija Ivanković (predsjednik povjerenstva)
Committee memberSandra Mrvica Mađarac (član povjerenstva)
Committee memberMirjana Nedović (član povjerenstva)
GranterUniversity of Applied Sciences "Lavoslav Ružička" in Vukovar
Vukovar
Defense date and country2023-09-22, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Prodaja, kao i marketing, suočavaju se s vrlo zahtjevnim zadacima. Prvi zadatak je privući potrošače da kupe određeni proizvod koji će zadovoljiti njihove želje i potrebe, a drugi je nametnuti proizvod u svijest potrošača kako bi ga nastavili preferirati. Analiziranje i prilagođavanje marketinških strategija prema preferencijama kupaca može pomoći poduzećima da privuku i zadrže lojalne kupce te ostvare uspjeh na tržištu. Za preferencije se može reći da su to subjektivna ili činjenična davanja prednosti prilikom odabira proizvoda, usluga ili drugih mogućnosti. Svaki potrošač ili grupa potrošača prema svojim željama, potrebama, društvenom položaju, ukusu i drugim faktorima oblikuje model preferencija koji se izražava donošenjem odluka prilikom kupovine. Svaki potrošač svjesno ili nesvjesno ima pozitivno ili negativno mišljenje ili stav o prodajnim mjestima koji ga okružuju. Na temelju toga stvaraju se preferencije u svijesti potrošača koje utječu na njegove odluke prilikom izbora prodajnog mjesta, a samim time i na izbor kupovine određenih proizvoda o kojima će se govoriti u nastavku teksta. Za potrebe rada je provedeno istraživanje putem anketnog upitnika o preferencijama ispitanika prilikom kupovine.
Abstract (english)
Sales as well as marketing, face very demanding tasks. The first task is to attract consumers to buy a certain product that will satisfy their wants and needs, and the second is to impose the product in the consumers’ minds so that they continue to prefer it. Analyzing and adapting marketing strategies to match consumer preferences can help businesses attract and retain loyal consumers and achieve market success. It can be said that preferences are subjective or factual predispositions when choosing products, services or other options. Each consumer or group of consumers, according to their wishes, needs, social position, taste and other factors, forms a model of preferences that is expressed by making decisions when purchasing. Every consumer has, consciously or unconsciously, a positive or negative opinion or attitude about the salespoints surrounding them. Based on this, preferences are created in the consumer’s mind, which influence their decisions when choosing a salespoint, and therefore the choice to buy certain products, which will be discussed in the following text. For the purpose of this paper, a survey research on the participants’ shopping preferences has been conducted.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:150:437368
Study programmeTitle: Trade
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
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Created on2023-09-25 07:36:00