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undergraduate thesis
Odabir modne marke te motivi kupovine modnih proizvoda
2018. urn:nbn:hr:192:971364
Bićanić, Jelena
University of Rijeka
Faculty of Economics and Business

Cite this document

Bićanić, J. (2018). Odabir modne marke te motivi kupovine modnih proizvoda (Undergraduate thesis). Rijeka: University of Rijeka, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:192:971364

Bićanić, Jelena. "Odabir modne marke te motivi kupovine modnih proizvoda." Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, 2018. https://urn.nsk.hr/urn:nbn:hr:192:971364

Bićanić, Jelena. "Odabir modne marke te motivi kupovine modnih proizvoda." Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, 2018. https://urn.nsk.hr/urn:nbn:hr:192:971364

Bićanić, J. (2018). 'Odabir modne marke te motivi kupovine modnih proizvoda', Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, accessed 19 February 2025, https://urn.nsk.hr/urn:nbn:hr:192:971364

Bićanić J. Odabir modne marke te motivi kupovine modnih proizvoda [Undergraduate thesis]. Rijeka: University of Rijeka, Faculty of Economics and Business; 2018 [cited 2025 February 19] Available at: https://urn.nsk.hr/urn:nbn:hr:192:971364

J. Bićanić, "Odabir modne marke te motivi kupovine modnih proizvoda", Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, Rijeka, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:192:971364

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Metadata
TitleOdabir modne marke te motivi kupovine modnih proizvoda
Title (english)Fashion Brand Selection and Motives for the Purchase of Fashion Products
AuthorJelena Bićanić
MentorJasmina Dlačić (mentor)
GranterUniversity of Rijeka
Faculty of Economics and Business
Rijeka
Defense date and country2018-09-07, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Marke predstavljaju veliko značenje za potrošača, samo korištenje proizvoda pobuđuje u potrošaču osjećaj zadovoljstva, stvara se vrijednost i lojalnost jer ako je korištenje zadovoljilo očekivanja, potrošač će se opet vraćati toj marki. Moda je postala važan društveni čimbenik i ona se nije razvila odjednom, već postepeno. Još u prošlosti pojedinci su priklanjali pažnju odijevanju jer je to odraz svakog pojedinca i njegova statusa u društvu. Cilj završnog rada bio je utvrditi i pojasniti motive koji navode potrošača da kupuje modne proizvode. Na odluku o kupnji ima mnoštvo utjecaja kao što su preferencije, želje, potrebe, učenje i pamćenje. Zbog toga je predmet ovoga rada bio ponašanje potrošača pri kupnji, njihova uključenost u modu, tj. prate li trendove te koliko je bitna marka proizvoda za potrošača. Spoznaje do kojih je došlo u analizi jesu da potrošači prate modu i modne trendove te da okolina ima utjecaja na njih kao i to da su od važnosti i dobne skupine i prihodi koje potrošači ostvaruju. Istraživanjem pomoću ankete te analizom rezultata potvrđena je hipoteza da pojedinci prate modne trendove, bitno im je da budu u koraku sa modnim trendovima te kupuju modne marke.
Abstract (english)
Brands are of great importance to the consumer, the use of the product only stimulates the consumer's sense of satisfaction, creates value and loyalty, because if the use meets expectations, the consumer will return the brand again. Fashion has become an important social factor and it did not develop suddenly, but gradually. In the past, individuals have paid attention to clothing because it is a reflection of every individual and his status in society. The aim was to identify and clarify motifs that indicate the consumer to buy fashion products. The buying decision has a multitude of influences such as preferences, desires, needs, learning and memory. For this reason, the subject of this paper was behavior of consumers in purchasing, their inclusion in fashion, ie, they are following trends and how important a product brand is for the consumer. The perceptions that came to the analysis are that consumers follow fashion and fashion trends, and that the environment has an impact on them, as well as the importance of the age groups and the revenues that consumers make. Surveying through research and analysis of results confirmed the hypothesis that individuals are following fashion trends, they are essential to be in the fashion trend and buy fashion brands.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:192:971364
Study programmeTitle: Business economics; specializations in: Finance and Accounting, Entrepreneurship, Management, Finance and Banking, Marketing, International Business, IT Business
Course: Marketing
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
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Created on2018-12-05 18:14:48