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Title:Navade potrošnikov in njihovo spreminjanje
Authors:ID Štefanič, Nataša (Author)
ID Grivec, Malči (Mentor) More about this mentor... New window
Files:.pdf RAZ_Stefanic_Natasa_i2024.pdf (872,50 KB)
MD5: F562A19022C9C0CD88A6D442193AABCA
 
Language:Slovenian
Work type:Master's thesis/paper
Organization:UNM FEI - University of Novo mesto - Faculty of Economics and Informatics
Abstract:Navade podzavestno ustvarimo, ker brez pretiranega razmišljanja izvajamo dejanja, ki jih je treba opraviti. Razumevanje navad potrošnikov pa pomaga tržnikom prepoznati nove priložnosti oziroma ustvariti izdelke in storitve, ki bolje izpolnjujejo potrebe in želje potrošnikov – zaradi njihovega zadovoljstva pa se seveda povečuje tudi prodaja. Magistrsko delo je razdeljeno na teoretični in empirični del. V teoretičnem delu smo preučili osnovne pojme, kot so potrošnik in vedenje potrošnikov, ter predstavili nakupni proces potrošnikov, glavne vplive na nakupno vedenje, vrste potrošnikov ter pojasnili, kako se navade potrošnikov spreminjajo glede na spremenjene gospodarske razmere. V empiričnem delu smo se osredotočili na razvoj spletnega nakupovanja ter na navade sodobnih potrošnikov na spletu, še posebej med epidemijo covida-19. Skozi empirični del smo ugotovili spreminjanje navad potrošnikov na spletu. Pri tem smo še posebej proučevali, kako nakupujejo potrošniki glede na spol, starost, izobrazbo in kraj, kjer živijo, ter kako se spreminjajo prihodki trgovine na drobno po pošti ali po spletu glede na preučevano obdobje. Na osnovi proučevanih podatkov smo ugotovili povezavo med obsegom spletnega nakupovanja in višino BDP na prebivalca ter ugotovili, da slovenski nakupovalci v primerjavi z nakupovalci EU v povprečju manj nakupujejo preko spleta. Spoznali smo tudi, da se navade spreminjajo zaradi kriznih razmer pa tudi zaradi tehnološkega napredka.
Keywords:nakupni proces, potrošnik, navade potrošnikov, odločanje potrošnikov, spletno nakupovanje
Year of publishing:2024
PID:20.500.12556/ReVIS-10591 New window
COBISS.SI-ID:198328579 New window
Publication date in ReVIS:09.06.2024
Views:611
Downloads:11
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Secondary language

Language:English
Title:Consumer habits and how they are changing
Abstract:We create habits subconsciously because it allows us to perform actions that need to be done without excessive thinking. Understanding consumer habits helps marketers identify new market opportunities or helps them create products and services that better meet consumers’ needs and desires – their satisfaction leads to increased sales. The master's thesis is divided into a theoretical and an empirical part. In the theoretical part, we studied basic concepts such as consumer and consumer behaviour, presented the consumer buying process, the main influences on buying behaviour, types of consumers, and explained how consumers change according to changed economic conditions. In the empirical work, we focused on the development of online shopping and the behaviour of modern online consumers, particularly during the Covid-19 epidemic. We analysed how consumer online shopping habits changed, how shopping behaviour differ according to gender, age, education, and the location. Moreover, we analysed how online retail revenues changed during the studied period. Using SPSS software, we identified a connection between the volume of online shopping and GDP per capita. We determined that Slovenian shoppers, on average, shop less online compared to EU shoppers. Furthermore, we recognised that habits change due to crisis situations and technological advancements.
Keywords:buying process, consumer, consumer habits, consumer decision making, online shopping


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