KEY CRITERIA WHEN PURCHASING CARS AND CLOTHES

The American Marketing Association (AMA) definira ponašanje potrošača kao dinamičku interakciju spoznaje, ponašanja i čimbenika okružja, koji rezultiraju u ponašanju i razmjeni aspekata života potrošača. (Kesić, T., 2006:5) Ponašanje potrošača definira se i kao proces pribavljanja i konzumiranja proizvoda i usluga i ideja od potrošačke jedinice, a obuhvaća i poslije prodajne procese. Puno je čimbenika koji imaju utjecaj na ponašanje potrošača počevši od spola, godina, prihoda, obrazovanja i ostali o kojima nešto više u samom radu. Kod odluke u kupnji utječu osobni, društveni i psihološki čimbenici. Proces ponašanja potrošača izdvaja tri faze, faza kupovine, faza konzumiranja i faza odlaganja. Svaki potrošač pri kupnji prolazi proces donošenja odluke koji započinje spoznajom problema, a završava kupovinom i poslije kupovnim ponašanjem. U radu se putem anketnog upitnika na uzorku od 88 ispitanika nastojalo utvrditi koji su to čimbenici odnosno kriteriji koji utječu na odluku o kupnji i izbor automobila ili odjeće.The American Marketing Association (AMA) defines the consumer behaviour as a dynamic interaction of cognition, behaviour and environment factors which result in behaviour and change of consumer's life aspects. (Kesić, 2006:5). Consumer behaviour is also defined as a process of obtaining and consuming products, services and ideas from the consumer unit, and it also includes post-purchase processes. There are many factors which influence the consumer behaviour, starting from gender, age, income, education and many other which are discussed in the paper. Personal, social and psychological factors influence purchase decisions. The consumer behaviour process distinguishes three phases; purchase phase, consumption phase and discarding phase. During the purchase, every consumer undergoes the decision-making process which begins with problem acknowledgement, and ends with purchase and post-purchase behaviour. On the sample of 88 examinees, the paper attempts to determine which are the factors, that is, criteria which influence the purchase decisions and selection of cars or clothes