Cilj je ovog završnog rada istražiti percepciju i stavove ponašanja potrošača prilikom kupnje obiteljskog tečaja gaminga, na kojoj bi djeca s roditeljima učila kako biti informatički pismena, osnove programiranja i informatičkog snalaženja. Opisani su kratkoročni i dugoročni ciljevi koji se žele postići uvođenjem ovakve ponude na tržište Hrvatske. Proučavanjem stručne literature o percepciji i stavovima ponašanja potrošača, zajedno s provedenim istraživanjem ispitani su stavovi, navike, preferencije i motivi potencijalnih potrošača obiteljskog tečaja gaminga. Važan aspekt ponašanja potrošača jesu njihovi stavovi jer oni utječu na odluku o kupnji. Percepcija je drugi važan aspekt ponašanja potrošača koji će se također pojasniti u ovom radu. Primarno istraživanje provedeno je u Zagrebu u studenome 2017. godine za vrijeme održavanja sajma Reboot InfoGamer i u jednom zagrebačkom vrtiću. Kao osnovni instrument primarnog istraživanja tržišta korišten je anketni upitnik s 29 pitanja, a napravljeno je i sekundarno istraživanje. Ciljna su skupina bili roditelji djece predškolske dobi. U istraživanju je sudjelovalo 175 ispitanika, od kojih 105 ženskog (60 %), a 70 muškog spola (40 %). Analizom rezultata istraživanja prikupljeni su podatci o zainteresiranosti potrošača za kupnju tečaja gaminga, istražene su njihove navike, stil života vezan uz tehnološke trendove, IT, programiranje i gaming. Također su istražene njihove preferencije, razmišljanja i motivi vezani uz gaming tečajeve. Može se zaključiti da svjetonazor i percepcije potrošača u Hrvatskoj odstupaju od onih u drugim zemljama jer su hrvatski potrošači oprezni zato što je tečaj gaminga novitet na hrvatskom tržištu. Unatoč tome, potencijalni potrošači zainteresirani su za kupnju obiteljskog tečaja gaminga i podržavaju ideju da se takav tečaj pokrene.

The aim of this final work is to research the perception and attitudes of consumer behaviour during the purchase of family gaming course, where pre-school children would learn with their parents how to be computer literate, programming basics and getting around in IT surroundings. Described in this work are also short-term and long-term goals which are to be met by implementing this kind of product / service onto Croatian market. Through professional literature on customer perception and attitudes, together with questionnaire-based market research, attitudes, habits, preferences and motives of potential buyers of family gaming course were researched. In studying of behaviour, attitudes are an important aspect because they affect consumer purchase decision. Perception is the second important aspect of consumer behaviour. Primary market research took place in Zagreb in November 2017 during „Reboot InfoGamer“ fair and in one Zagreb kindergarten. As a primary market research instrument a questionnaire with 29 questions was used, and secondary research was also done. Target group were parents of preschool children. 175 respondents participated in field research, out of which 105 were female (60%) and 70 male (40%). Information collected from research results refers to: consumer interest in purchase of gaming course, their habits, lifestyle related to technology trends, IT, programming and gaming. Also, customer preferences were researched, and their opinions and motives related to gaming courses. Research findings prove that mindset and perceptions of consumers in Croatia deviate from consumers in other countries because they are cautious because gaming course is a novelty in Croatian market. However, potential buyers in Croatia are interested in buying a gaming family course and they support the idea of launching such course in Croatia.