ANALYSIS OF THE DECISION-MAKING PROCESS OF BUYING

U fokusu izrade ovog diplomskog rada, analiza je procesa donošenja odluke o kupnji proizvoda/usluga. Proces donošenja odluke o kupnji, proces je kroz koji prolazi svaka osoba koja je odlučila kupiti neki proizvod/uslugu. Sam proces donošenja odluke o kupnji proizvoda/usluga, pod utjecajem je mnogih činitelja i marketinških aktivnosti poslovnih subjekata. Problematika analize procesa donošenja odluke o kupnji proizvoda/usluga, razmatrana je u teorijskom i empirijskom kontekstu pri čemu su temeljni ciljevi izrade samog rada: utvrđivanje važnosti potrošača u suvremenom dobu, utvrđivanje procesa donošenja odluka pri kupnji, uočavanje faznog pristupa u definiranju procesa donošenja odluke o kupnji, utvrđivanje temeljnih odrednica procesa odluke o kupnji zasnovanih na istraživanju usmjerenom analiziranju procesa donošenja odluke o kupnji. U teorijskom i empirijskom razmatranju problematike rada, korištene su sljedeće metode: induktivna metoda, deduktivna metoda, metoda analize, metoda sinteze, metoda generalizacije te metoda anketnog upitnika. U fokusu razmatranja samog istraživanja bila je učestalost odlaska u kupnju, mjesto kupnje, utjecajni čimbenici koji određuju potrebu za kupnjom, učestalost traganja za informacijama kao aktivnost koja prethodi donošenju odluke o kupnji, zadovoljstvo ispitanika nakon obavljene kupnje proizvoda, uloga prodavatelja u kupoprodajnom procesu te brojni drugi elementi bitni za sam proces donošenja odluke o kupnji proizvoda/usluga. Na temelju iskazanog mišljenja 129 sudionika istraživanja, uočljiva je percipiranost procesa donošenja odluke o kupnji od strane suvremenih potrošača.In the focus of this graduate thesis, the analysis of the process of making a decision about buying a product / service. The process of making a buying decision is the process through which every person who has decided to buy a product / service passes. The process of making a decision about buying a product / service is influenced by many factors and marketing activities of business entities. The issues of analysis of the process of making a decision on buying a product / service are considered in the theoretical and empirical context, with the basic goals of making the work itself: determining the importance of consumers in the modern age, determining purchasing decision making processes, , determining the underlying determinants of a purchasing-based decision-making process focused on analyzing the purchasing decision making process. In the theoretical and empirical consideration of the work problem, the following methods were used: inductive method, deductive method, analytical method, synthesis method, generalization method and questionnaire method. The focus of the study was on the frequency of shopping, the place of purchase, influencing factors that determine the need for shopping, the frequency of search for information as an activity preceding the decision making on buying, the satisfaction of the respondents after the purchasing of the product, the seller's role in the sales process, other elements are essential for the decision-making process of buying a product / service. Based on the narrative of the 129 participants, there is a perceptible perception of the decision-making process of buying by modern consumers