INFLUENCE OF PRODUCT DESING ON MAKING A PURCHASE DECISION

Ponašanje potrošača važno je proučavati jer je to dinamičan proces koji se stalno mijenja i veliki broj čimbenika utječe na njega. Kako bi potrošač zadovoljio svoje potrebe i želje, na njegovu odluku o kupnji utječe veliki broj osobnih, društvenih i psiholoških čimbenika. Bitno je naglasiti da na ponašanje potrošača utječu i novi trendovi u ponašanju ljudi, tehnološki procesi i slično. Svi utjecaji moraju biti društveno prihvatljivi i u skladu sa zakonom. Potrošač je neovisan i njegovi motivi se ne mogu identificirati. Proučavanjem ponašanja potrošača donose se regulativne politike s ciljem zaštite potrošača u društvu, razumijevanje i predviđanje njegovog ponašanja. Kultura i obitelj imaju veliki utjecaj na ponašanje potrošača i svaka ima značajke po kojima je jedinstvena. Također, na potrošačevu odluku o kupnji utječe i dizajn. Marketinški stručnjaci se prilagođavaju željama i potrebama potrošača kako bi ih privukli i zadržali.It is important to study consumer´s behaviour because it is a dynamic process which changes constantly and there are great number of factors which influence it. In order to satisfy their needs, consumers are influenced by many personal, social and psychological factors when making their decision to buy something. Another important thing, which must not be forgotten, is that consumer behaviour is also influenced by some new trends in people's behaviour, as well as by new technological processes etc. All these factors must be socially acceptable and law – abiding. A consumer is independent and his motives cannot be identified. By means of studying consumer behaviour, a legislation policy is being made. The aim of this policy is to protect the consumer within his society as well as understanding and predicting consumer behaviour. Culture and family play an important role in consumer behaviour and each has its characteristics which make it unique. There is also an influence of design which affects consumer's decision to buy. Marketing experts adapt themselves to consumer’s needs in order to know them better