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Title:Dejavniki odločanja potrošnikov pri nakupu gaziranih sladkih pijač v Sloveniji : diplomska naloga visokošolskega strokovnega študijskega programa prve stopnje
Authors:ID Novak, Sara (Author)
ID Balkovec, Janez (Mentor) More about this mentor... New window
Files:.pdf UNI_Novak_Sara_i2017.pdf (1,37 MB)
MD5: B56876A2E96DFC0FE7453A02E219F651
 
Language:Slovenian
Work type:Undergraduate thesis
Typology:2.11 - Undergraduate Thesis
Organization:FUDS - School of advanced social studies
Abstract: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
Keywords:potrošniki, dejavniki, gazirane sladke pijače, nakupni proces, blagovne znamke, diplomske naloge
Place of publishing:Nova Gorica
Place of performance:Nova Gorica
Publisher:[S. Novak]
Year of publishing:2017
Year of performance:2017
Number of pages:47 str., [7] str. pril.
PID:20.500.12556/ReVIS-7973 New window
COBISS.SI-ID:25758211 New window
UDC:33
Publication date in ReVIS:27.07.2021
Views:1783
Downloads:101
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Secondary language

Language:English
Abstract: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.


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