master's thesis
Compulsive buying

Maja Ivić (2016)
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"
Metadata
TitleKompulzivna kupovina
AuthorMaja Ivić
Mentor(s)Lenko Uravić (thesis advisor)
Abstract
Ovaj rad bavi se istraživanjem sve prisutnijeg neracionalnog ponašanja u kupovini koji se u marketingu naziva kompulzivna kupovina. Mnogo je čimbenika koji utječu na pojavu i razvoj ovakvog ponašanja kod potrošača. Dio odgovornosti leži u nasljeđu raznih predispozicija za abnormalno ponašanje i funkcioniranje čovjeka koje se prenose s genracije na generaciju. Međutim, sve dubljim izučavanjem i proučavanjem današnjih metoda i strategija u marketingu, može se konstatirati da veliku odgovornost u razvoju kompulzivne kupovine i ostalih blažih oblika neracionalnog ponašanja u kupovini kao što je impulzivna kupovina ima današnji potrošački način života koji se sve agresivnije nameće čovjeku od strane velikih korporacija. Cijeli društveni sustav koji se danas bazira na kapitalizmu i materijalizmu pogoduje tome da se čovjeka svede na intenzivnog potrošača sve većeg broja proizvoda i usluga. Marketinške metode sve su agresivnije i sve više narušavaju ljudska prava i načela etičkog poslovanja. Zato je vrlo bitno da potrošači budu upućeni i svjesni marketinških trikova kako bi se sami mogli zaštiti.
Keywordscompulsive shopping marketing consumers
Parallel title (English)Compulsive buying
Committee MembersDražen Alerić (committee chairperson)
Lenko Uravić (committee member)
Erik Ružić (committee member)
GranterUniversity of Pula
Lower level organizational unitsFaculty of economics and tourism "Dr. Mijo Mirković"
PlacePula
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeBusiness Economics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics
Study specializationManagement and Entrepreneurship
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-07-15
Parallel abstract (English)
This graduate paper explores the increasingly common behaviour in shopping which in marketing is called compulsive shopping. There are many factors that affect the appearance and development of such behaviour some consumers have. A part of responsibility lies in various inherited predispositions for abnormal behaviour and functioning of men and women which are transferred from generation to generation. However, with every thorough examination of today's methods and marketing strategies, it can be concluded that great responsibility in the development of compulsive shopping and other milder forms of irrational behaviour like impulsive shopping lies in the consumptive way of life which is aggressively forced on men and women by major corporations. The whole social system which is based on capitalism and materialism favours the transformation of people to intensive consumers of many goods and services. Marketing methods are more and more aggressive and they violate human rights and business principles. For that reason, it's very important that consumers are well informed and aware of marketing tricks so they can protect themselves.
Parallel keywords (Croatian)kompulzivna kupovina marketing potrošači
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:137:012497
CommitterTihana Gerić