Motives and attitudes in consumer behaviour

Pomak od proizvodnje i prodaje ka proučavanju ponašanja potrošača dogodio se u drugoj polovici 20. stoljeća. Potrošač je važna komponenta marketinga. Što definira bilo koji razlog kupovine, što potiče kupovinu i zašto. Bitno je i važno znati ponašanje potrošača. Ono je analiza potrošača, analiza njihove pažnje, potreba, želja, kada, gdje i zašto kupuju te koliko često. Na potrošače utječe veliki broj čimbenika. Oni se prvenstveno dijele na opće, društvene, osobne te psihološke procese. Marketinški stručnjaci ulažu sve veće napore kako bi na tržištu potrošačima ponudili što veću lepezu proizvoda ili usluga kako bi na što bolji način zadovoljili njihove potrebe. Kako bi do kupovine došlo, potrošač prethodno mora proći kroz nekoliko faza. Prije svega potrošač spoznaje probleme, traži i vrjednuje informacije pa se nakon toga odlučuje ili ne odlučuje na kupovinu. Svaka osoba je različita i svaka osoba troši novac na različiti način i iz različitih motiva. Motivi potiču određene aktivnosti, oni stvaraju određenu energiju koja je važna za daljnje odluke i prema određenom stanju stvari. Stavovi se formiraju tokom života, dosta su otporni na promjene te mogu biti pozitivni, neutralni i negativni. Provedeno je online anketno istraživanje motiva i stavova potrošača pri kupnji određenih robnih marki. Svrha istraživanja bila je utvrditi koji su to kriteriji koji najviše djeluju na potrošače prilikom kupnje određenog proizvoda.The shift from production and sales to studying consumer behaviour took place in the second half of the 20th century. The consumer is an important aspect of marketing. This is connected to examining the rationale for making a purchase, how one can stimulate purchasing, and why that is so. It is of utmost importance and salience to understand the behaviour of the consumer. This consists of analysing consumers, as well as analysing consumer attention, needs, wishes, but also when, where, why and how often they purchase. The consumers are influenced by a wide array of factors. These factors can roughly be divided into general, social and personal factors, as well as factors stemming from psychological processes. Marketing experts are putting more and more effort into offering the consumers an ever larger array of products and services on the market, in order to be able to satisfy their needs in a better manner. In order for the purchase to take place the consumer must first go through several stages. First of all, the consumer becomes aware of the issues, he or she looks for information and assesses them, and only then decides whether or not to make a purchase. Every individual is different and everyone spends their money in a different manner and out of different motives. These motives make certain activities more likely, by creating a certain energy which is important for making decisions later on and which leads one to being in a certain state. Attitudes are formed throughout our lives and are relatively resistant to change. Attitudes can be positive, neutral or negative. An online survey of motives and attitudes of consumers when making a purchase of a specific brand was carried out. The purpose of the study was to determine which criteria are the most salient when the consumers are purchasing a particular product