prikaz prve stranice dokumenta Online i offline osobna preporuka prilikom odluke o kupovini
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undergraduate thesis
Online i offline osobna preporuka prilikom odluke o kupovini
2022. urn:nbn:hr:146:470232
Prenka, Emanuel
VERN University

Cite this document

Prenka, E. (2022). Online i offline osobna preporuka prilikom odluke o kupovini (Undergraduate thesis). Zagreb: VERN University . Retrieved from https://urn.nsk.hr/urn:nbn:hr:146:470232

Prenka, Emanuel. "Online i offline osobna preporuka prilikom odluke o kupovini." Undergraduate thesis, VERN University , 2022. https://urn.nsk.hr/urn:nbn:hr:146:470232

Prenka, Emanuel. "Online i offline osobna preporuka prilikom odluke o kupovini." Undergraduate thesis, VERN University , 2022. https://urn.nsk.hr/urn:nbn:hr:146:470232

Prenka, E. (2022). 'Online i offline osobna preporuka prilikom odluke o kupovini', Undergraduate thesis, VERN University , accessed 26 November 2024, https://urn.nsk.hr/urn:nbn:hr:146:470232

Prenka E. Online i offline osobna preporuka prilikom odluke o kupovini [Undergraduate thesis]. Zagreb: VERN University ; 2022 [cited 2024 November 26] Available at: https://urn.nsk.hr/urn:nbn:hr:146:470232

E. Prenka, "Online i offline osobna preporuka prilikom odluke o kupovini", Undergraduate thesis, VERN University , Zagreb, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:146:470232

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Metadata
TitleOnline i offline osobna preporuka prilikom odluke o kupovini
Title (english)Online and Offline Personal Recommendations that Factor in Decision Making During Shopping
AuthorEmanuel Prenka
MentorIvana Bekić (mentor)
GranterVERN University
Zagreb
Defense date and country2022-04-11, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Ovim je radom obrađena uloga osobne preporuke prilikom donošenja odluke o kupovini. Pri tom su posebno razrađeni online i offline komunikacijski kanali preporuke. Cilj rada bio je spoznati važnost osobne preporuke upućene online i offline kanalima komunikacije u ponašanju potrošača Hrvatske. U toj je namjeri provedena anketa distribuirana online komunikacijskim kanalima (elektroničkom poštom i društvenim mrežama). Anketiranje je obuhvatilo 152 ispitanika koji su ispitani upitnikom sačinjenim od 13 zatvorenih pitanja. Rezultatima istraživanja utvrđena je značajna uloga osobne preporuke prilikom donošenja odluke o kupovini, posebno one upućene neposrednim kontaktom, tj. offline komunikacijskim kanalima. Rezultati istraživanja upućuju na važnost istraživanja poslijekupovnog ponašanja potrošača i njegova zadovoljstva. Zadovoljan potrošač važan je izvor informacija za potencijalne korisnike i samim time neizostavan dio promotivnih aktivnosti.
Abstract (english)
This paper deals with the role of personal recommendation when making a purchase decision. The online and offline communication channels of the recommendation have been specially developed. The aim of this paper was to realize the importance of personal recommendations sent through online and offline communication channels in the behavior of Croatian consumers. To this end, the survey was distributed through online communication channels (e-mail and social networks). The survey included 152 respondents who were asked by a questionnaire consisting of 13 closed questions. The results of the research established a significant role of personal recommendation in making a purchase decision. Especially those sent by direct contact, i.e. offline communication channels. The results of the research indicate the importance of research after consumer buying behavior and its satisfaction. Satisfied consumers are an important source of information for potential customers and therefore an indispensable part of promotional activities.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:146:470232
Study programmeTitle: Entrepreneurship Economics
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
Terms of useLicence In copyright icon
Created on2022-05-04 12:08:09