An Analysis of Purchase Decision Factors in the Paper Products Purchase Process

Na izbiro in nakup izdelka vpliva veliko število dejavnikov, ki se razlikujejo pri vsakem posamezniku, zato je njihovo vlogo in pomembnost težko preučevati. Hkrati pa za tržnike predstavljajo izjemno pomemben pokazatelj potrošnikovega vedenja ob nakupu izdelka določene kategorije. Da bi potrošnikovo obnašanje lažje razumeli, so tržniki razvili model procesa nakupnega odločanja, ki nam pomaga pri prepoznavanju specifik vedenja potrošnikov pri nakupu izdelkov. Na podlagi tega so opredelili tudi različne vrste potrošnikovega vedenja ter določene dejavnike, ki na sam proces in odločitev o nakupu vplivajo v največji meri. Kljub temu pa se je pomembno zavedati dejstva, da se vedenje potrošnikov v procesu nakupnega odločanja razlikuje pri nakupu izdelkov različnih kategorij, zato je potrebno vedenje ob nakupu različnih izdelkov na podlagi teoretičnih dejstev vsakič znova preučiti. Namen magistrskega dela je preučiti dejavnike, ki vplivajo na nakup papirnatih izdelkov na slovenskem trgu in ugotoviti njihovo pomembnost. Pri tem smo se osredotočali predvsem na pomembnost in razmerje pomembnosti med dejavnikoma »blagovna znamka« in »cena«.The choice and purchase of a product are influenced by many factors that differ between individuals. That is why their role and importance are difficult to study. At the same time, those factors represent an extremely important indicator of consumer behaviour when purchasing a product from a particular category. In order to better understand the consumer’s behaviour, the marketers have developed a purchase decision-making model that helps us identify specifics in purchase process. They have also identified several types of consumer behaviour and certain factors that most often affect the process itself and the purchase decision. Nevertheless, it is important to know the fact that consumer behaviour in the purchase decision process varies between product categories. That means that behaviour of purchasing various products must always be re-examined. The purpose of the master\u27s thesis is to examine the factors that influence the purchase of paper products on the Slovenian market and determine their importance. Primarily we focused on the importance and the relationship of importance between the factors "brand" in "price"