Psihološki čimbenici ponašanja potrošača

Kada govorimo o ponašanju potrošača, među njegove ključne čimbenike svakako ubrajamo psihološke čimbenike. Njima se bavi ovaj rad, koji kroz svojih nekoliko glavnih dijelova donosi elemente psiholoških čimbenika ponašanja potrošača. U sklopu rada, a u prvome dijelu prikazano, provedeno je istraživanje kojim se pokušalo ustanoviti na koji način potrošači formiraju svoje stavove prema proizvodima, što ih može navesti na promjenu stava o određenom proizvodu, u kojoj mjeri i na koji način percipiraju poruke proizvođača, koji su motivi njihove kupovine te koliko često su vođeni emocijama pri kupovini. Na rezultate provedenog istraživanja naslanja se sinteza dobivenih rezultata i stavlja ju se u relaciju s teoretskim postavkama prema pojedinim čimbenicima ponašanja potrošača. Na temelju postavljenih relacija dobiva se bolji i jasniji uvid u podudarnost stvarnog ponašanja potrošača i teorijskih temelja rada. U slijedećem, teorijskom dijelu rada, biti će iznesene teorijske postavke i pobliže opisan svaki od elemenata ponašanja potrošača. Teorija potvrđuje rezultate ankete, u smislu načina na koji se kreiraju stavovi kod potrošača, koliko je važna percepcija te u kojoj mjeri su isprepleteni stavovi, percepcija i motivi potrošača pri kupovini. Cilj ovoga rada jest približiti i raščlaniti psihološke čimbenike potrošačeva ponašanja te ih povezati s primjerima i ponašanjima stvarnih potrošača u svakodnevnom životu.When we talk about consumer behavior, among its key factors naturally psychological factors are counted. They are engaged in this work, which through its several major parts brings elements of psychological factors of consumer behavior. As part of the work, and in the first part shown, a survey was conducted, which tried to establish in which way consumers form their attitudes towards products, as they may lead to a change of attitude about a particular product, to what extent and in what way they perceive producers' message, also which are motives of their purchases and how often are they driven by emotions when buying. On the results of the study relies synthesis of the results, which is placed in relation to the theoretical settings to individual factors of consumer behavior. Based on the set of relations, there is better and clearer insight into the coincidence of the actual behavior of consumers and theoretical foundations of work. In the following, the theoretical part of the work, will be presented theoretical assumptions and described in more detail each of the elements of consumer behavior. The theory is confirmed by the survey results, in terms of how they are created attitudes among consumers, the importance of perception and to what extent are intertwined attitudes, perceptions and motivations of consumers to buy. The aim of this paper is to introduce and analyze the psychological factors in consumer behavior and connect them with examples and actual consumer behavior in everyday life