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master's thesis
Utjecaj gerilskog marketinga na ponašanje potrošača
2023. urn:nbn:hr:137:040864
Đurđević, Darija
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"

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Đurđević, D. (2023). Utjecaj gerilskog marketinga na ponašanje potrošača (Master's thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:040864

Đurđević, Darija. "Utjecaj gerilskog marketinga na ponašanje potrošača." Master's thesis, University of Pula, 2023. https://urn.nsk.hr/urn:nbn:hr:137:040864

Đurđević, Darija. "Utjecaj gerilskog marketinga na ponašanje potrošača." Master's thesis, University of Pula, 2023. https://urn.nsk.hr/urn:nbn:hr:137:040864

Đurđević, D. (2023). 'Utjecaj gerilskog marketinga na ponašanje potrošača', Master's thesis, University of Pula, accessed 09 January 2025, https://urn.nsk.hr/urn:nbn:hr:137:040864

Đurđević D. Utjecaj gerilskog marketinga na ponašanje potrošača [Master's thesis]. Pula: University of Pula; 2023 [cited 2025 January 09] Available at: https://urn.nsk.hr/urn:nbn:hr:137:040864

D. Đurđević, "Utjecaj gerilskog marketinga na ponašanje potrošača", Master's thesis, University of Pula, Pula, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:137:040864

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Metadata
TitleUtjecaj gerilskog marketinga na ponašanje potrošača
Title (english)The impact of guerrilla marketing on consumer behavior
AuthorDarija Đurđević
MentorDragan Benazić (mentor)
Committee memberErik Ružić (predsjednik povjerenstva)
Committee memberDragan Benazić (član povjerenstva)
Committee memberDanijela Križman Pavlović (član povjerenstva)
GranterUniversity of Pula
(Faculty of economics and tourism "Dr. Mijo Mirković")
Pula
Defense date and country2023-09-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Gerila marketing predstavlja inovativnu marketinšku strategiju koja se ističe kreativnošću, nekonvencionalnošću i sposobnošću privlačenja pažnje ciljne publike. Za razumijevanje gerila marketinga potrebno je razumijeti ponašanje potrošača. Tri su osnovna cilja ponašanja potrošača te čimbenici koji utječu na to ponašanje mogu se podijeliti na društvene, osobne i psihološke čimbenike. Ovaj rad temeljio se na istraživanju koje analizira percepciju potrošača o gerila marketingu i njegov utjecaj na njihovo ponašanje. Gerila marketing ima značajan utjecaj na ponašanje potrošača te može oblikovati percepciju, stavove i odluke potrošača. Kroz kreativne i inovativne strategije gerila može stvoriti snažne emocionalne veze između potrošača i marke što dugoročno utječe na odluke o kupnji i brend svijesti. Važno je pažljivo planirati i analizirati gerila marketinške kampanje kako bi se maksimizirao njihov utjecaj na ponašanje potrošača.
Abstract (english)
Guerrilla marketing represents an innovative marketing strategy characterized by creativity, unconventionality, and the ability to capture the attention of the target audience. To understand guerrilla marketing, it is necessary to comprehend consumer behavior. There are three fundamental goals of consumer behavior, and the factors influencing this behavior can be categorized into social, personal, and psychological factors. This study is based on research that analyzes consumers' perception of guerrilla marketing and its impact on their behavior. Guerrilla marketing has a significant influence on consumer behavior and can shape perceptions, attitudes, and decisions. Through creative and innovative strategies, guerrilla marketing can establish strong emotional connections between consumers and brands, which has a long-term impact on purchasing decisions and brand awareness. Careful planning and analysis of guerrilla marketing campaigns are essential to maximize their impact on consumer behavior.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:137:040864
Study programmeTitle: Business Economics; Financial Management, Marketing Management, Management and Entrepreneurship,Tourism, Business Informatics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics, Informatics Management
Course: Marketing Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-09-19 18:22:59