undergraduate thesis
Subcultures and buying behavior

Anamaria Sigurnjak (2016)
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"
Metadata
TitleSubkulture i ponašanje u kupovini
AuthorAnamaria Sigurnjak
Mentor(s)Lenko Uravić (thesis advisor)
Abstract
U uvodu rada već sam napomenula kako je ova tema danas veoma aktualna. U to sam se uvjerila istražujući različite autore, njihove knjige i istraživanje. Mnoge sam autore proučavala, no osvrnula sam se samo na navedenu literaturu. U prvome dijelu opisujem kulturu i za taj dio koristila sam literaturu od Kesić Tanja, Kotler Philip, Schiffman Leon i drugi. Tu vidimo da kultura ima širok spektar društvenih utjecaja, utjecaj jezika, društvenih vrijednosti, vjerovanja, predrasuda. To nam govori da mnogo stvari utječe na kulturu i zato imamo mnogo različitih kultura u svijetu. Naravno u kulturi je važan i pojedinac na kojega kultura uvelike utječe i koja ga obilježava kao osobu, pa tako različite kulture različito utječu na različite pojedince. Tako npr. kultura bijele rase različitije utječe na pojedinca koji je crnac. Pojedinac se uz kulturu razvija kao osoba i uči kako biti pripadnik određene kulture. Od mnogih definicija kulture za ovu temu ipak je najvažnije da je ona zbroj ukupnih vjerovanja, vrijednosti i običaja koje služe da se što bolje regulira potrošačevo ponašanje kao pripadnika određenog društva. Istaknula sam mnogobrojna obilježja kulture, ali sam izdvojila kao najvažnije da ona zadovoljava potrebe zbog toga što ima najvažniji utjecaj kod ponašanja potrošača. Kultura utječe na ponašanje potrošača, te on izražava konformizam, pokazuje način ponašanja, usvaja zajedničke stavove i želi uvesti novosti i promjene. Ta obilježja nam pokazuju kako kultura utječe na pojedinca kod potrošnje, te da je on aktivni dionik kulture i potrošnje. Kultura na pojedinca utječe izravno i neizravno što vidimo u današnjem svijetu potrošnje gdje se vodi briga o jednom i drugom utjecaju što osobito primjećujemo kod prehrane i načina odijevanja. Ta dva područja su danas najistaknutija i svugdje su prisutna.
Keywordssubculture behavior buying behavior of customers
Parallel title (English)Subcultures and buying behavior
Committee MembersAriana Nefat (committee chairperson)
Lenko Uravić (committee member)
Dražen Alerić (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 levelundergraduate
Study programmeBusiness Economics; specializations in: Finance, Accounting and Auditing, Marketing Management, Management and Entrepreneurship, Tourism, Business Informatics
Study specializationMarketing Management
Academic title abbreviationuniv.bacc.oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-09-26
Parallel abstract (English)
In the introduction to the work I have already noted that this topic is still very topical. In this I was convinced exploring different authors, their books and research. Many authors I studied, but I looked only to the references cited. In the first part I describe culture and for that part I used the literature of Tanja Kesic, Philip Kotler, Leon Schiffman et al. Here we see that culture has a wide range of social impact, the impact of language, social values, beliefs, prejudices. This tells us that many things influence the culture and because we have many different cultures in the world. Of course, the culture is important and one on which culture greatly influences and that it is marked as a person, but also different cultures affect different individuals. For example, cultures Caucasian diverse influences on the individual who is black. The individual with the culture develops as a person and learn how to be a member of a particular culture. Of the many definitions of culture on this subject, however the most important thing is that the sum total of beliefs, values and practices that serve to better regulate the consumer behavior as members of a society. I pointed out many features of the culture, but I stood out as the most important that it meets the needs because it has the most important influence in consumer behavior. Culture affects consumer behavior, and he expresses conformity, showing the way of conduct, adopt common positions and wants to introduce new features and changes. These features show how culture affects individual consumption characteristics, and that he was an active participant in culture and consumption. Culture affects the individual directly and indirectly we see in today's world of consumption where care for one another and impact of what we observe in particular diet and way of clothing. These two areas are the most prominent and everywhere are present.
Parallel keywords (Croatian)subkultura ponašanje kupovina ponašanje kupaca
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
Notesažetak preuzet iz zaključka
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:137:562824
CommitterTihana Gerić