Analyses of factors influencing customer behavior in the end-consumer market

Ovaj diplomski rad služi kao analitički prikaz čimbenika koji utječu na ponašanje krajnjih potrošača. Prije no što marketinški stručnjaci krenu u razvoj svojih marketinških planova valja im dobro proučiti tržišta krajnje potrošnje i ponašanje potrošača. Poduzeća trebaju istražiti tko čini tržište (stanari), što tržište kupuje (stvari), zašto tržište kupuje (ciljevi), tko sudjeluje u kupnji (organizacije), kako tržište kupuje (operacije), kada tržište kupuje (okolnosti) i gdje tržište kupuje (trgovine). Ponašanje potrošača nalazi se pod utjecajem četiri ključna čimbenika, a to su: kulturni čimbenici (kultura, supkultura, društveni sloj), društveni čimbenici (referentne grupe, obitelj, uloge i statusi), osobni čimbenici (dob potrošača, faza životnog ciklusa, zanimanje, ekonomske okolnosti, životni stil potrošača, osobnost i slika o samome sebi) i psihološki čimbenici (motivacija, percepcija, učenje, uvjerenja i stavovi). Ako žele razumjeti način na koji potrošači donose odluke marketeri trebaju prepoznati tko donosi odluku o kupnji i tko ili što sve može imati utjecaja na nju. U radu se analizira tipični proces kupnje koji se sastoji od sljedećih faza: prepoznavanje problema, potraga za informacijama, procjena alternativa, donošenje odluke o kupnji te ponašanje nakon kupnje. Posao odgovornog marketinškog stručnjaka je da razumije ponašanje kupca u svakoj od faza, pri čemu treba obratiti pažnju da stavovi drugih osoba, nepredvidivi situacijski čimbenici i percipirani rizik također imaju udio u konačnom donošenju odluke o kupnji. Na isto imaju utjecaja i razina zadovoljstva koju potrošač osjeća nakon kupnje te način korištenja i odlaganja proizvoda te korake koje poduzimaju poduzeća kako bi osigurali maksimum zadovoljstva, uspostavu lojalnosti potrošača te ponavljanje kupnje.This thesis serves as an analytical overview of factors which affect end-consumer behavior. Before marketing experts engage in the development of their marketing plans they should thoroughly analyze consumer markets and consumer behavior first. Companies must make their research on who makes their market (occupants), what does the market buy (objects), why does the market buy (objectives), who participates in buying (organizations), how does the market buy (operations), when does the market buy (occasions), where does the market buy (outlets). Consumer behavior is influenced by four key factors: cultural factors (culture, subculture, social class), social factors (reference groups, family, social roles and statuses), personal factors (age, strange in the life cycle, occupation, economic circumstances, lifestyle, personality, selfconcept) and psychological factors (motivation, perception, learning, convictions and principles). If wanting to understand the ways in which consumers make decisions, marketing experts should identify who makes the buying decision and who or what has any input into it. The thesis analyses the typical buying process which consists of the following stages: problem recognition, information search, evaluation of alternatives, purchase decision and postpurchase behavior. The task of a responsible marketeer is is to understand customer behavior at each stage. However, it must also be taken into consideration that the attitudes of others, unanticipated situational factors and perceived risk also may have an effect in the final purchasing decision. The same can be said for the level of postpurchase satisfaction, the use and disposal and the actions which the companies take to ensure maximum consumer satisfaction, the establishing of loyalty and repeated purchase