20.500.12556/ReVIS-7973 Dejavniki odločanja potrošnikov pri nakupu gaziranih sladkih pijač v Sloveniji diplomska naloga visokošolskega strokovnega študijskega programa prve stopnje Diplomsko delo analizira dejavnike, ki vplivajo na odločanje potrošnikov pri nakupu gaziranih sladkih pijačah. Torej namen je ugotoviti, kateri dejavniki so pri Slovenskih potrošnikih najpomembnejši. Preučevanje potrošnika ter njegovega nakupnega obnašanja je pomembno, saj podjetju lahko pomaga pri izbiri ustrezne strategije, s katero lahko doseže zastavljene poslovne in strateške cilje. V teoretičnem delu sem s pomočjo domače in tuje literature predstavila teorijo potrošnika ter nekatere značilnosti v povezavi s potrošnikom, kot so potrebe, motivacija, zvestoba, in zadovoljstvo. Na to sem opisala pet ključnih dejavnikov odločanja potrošnikov, in sicer osebne, družbene, sociološke, psihološke ter ekonomske dejavnike. V naslednjem poglavju sledi podroben opis nakupnega procesa, nakupnih vlog ter posameznih vrst nakupnega vedenja in vseh stopenj nakupnega procesa. V nadaljevanju sem se posvetila definiciji gaziranih sladkih pijač, ter opisu glavni sestavin, kot je sladkor v gaziranih pijačah. Sledi analiza trga gaziranih sladkih pijač v Sloveniji ter predstavitev ključnih blagovnih znamk, ki so na trgu med potrošniki najbolj prepoznavne. V praktičnem delu sem s pomočjo anketnega vprašalnika izvedla raziskavo v kateri je sodelovalo 150 anketirancev. Po raziskavi sem analizirala odgovore, ter ugotovila, kateri dejavniki so najbolj, ter kateri najmanj pomembni pri nakupu gaziranih sladkih pijačah. Na koncu sem povzela še najpomembnejše ugotovitve in potrdila oziroma ovrgla zastavljene hipoteze A dissertation analyses the factors that affect the decision which consumers are making when they purchase carbonated sweet drinks. The main purpose is to determine what purchasing factors are the most important on Slovenian market of carbonated soft drinks. The analysis of the consumer and his factors of purchase is important, because it leads the company to achieve its goals and develop marketing strategies. In the theoretical part I presented foreign and domestic literature and a theories of the consumer and some of the features in relation with the consumer such as needs, motivation, loyalty, and satisfaction. Dissertation also describes the five factors of decision-making of consumers, namely the personal, social, sociological, psychological and economic factors. Dissertation is also focused on some definition such as purchase process, buying roles and types of purchase behavior and all levels of the purchase process. For better understanding a part on the definition of carbonated soft drinks and the description of the main ingredients, such as sugar in carbonated drinks is also included. Followed by analysis of the market for soft drinks in Slovenia and presentation of the key brands on Slovenian market. In the practical part of the dissertation survey was made, which involved 150 respondents. According to the survey, I analyzed the data and found out what factors are the most and which least important in the purchase of carbonated sugary drinks in Slovenia. At the end, I summarized the most important findings, and confirmed or reversed the hypotheses. potrošniki dejavniki gazirane sladke pijače nakupni proces blagovne znamke diplomske naloge true false false [S. Novak] Slovenski jezik Angleški jezik Diplomsko delo 2021-07-27 16:09:14 2021-07-27 16:09:14 2024-06-12 16:57:47 0000-00-00 00:00:00 2017 0 Nova Gorica 2017 Nova Gorica 47 str., [7] str. pril. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 33 25758211 UNI_Novak_Sara_i2017.pdf UNI_Novak_Sara_i2017.pdf 1 B56876A2E96DFC0FE7453A02E219F651 2a29c670a67e06caacad25a58fd1258fe58bb14773217a2cd6a09335d7bb8afc f33ef168-2898-11ef-9c9e-001a4af901a5 https://revis.openscience.si/Dokument.php?lang=slv&id=8374 Fakulteta za uporabne družbene študije 0 0 0