CONSUMER SATISFACTION WITH THE PRODUCKT DM MARKT CROATIA

Temelj cjelokupnog modernog marketinga čine ljudske potrebe – potrebe potrošača. Ključ opstanka, profitabilnosti i razvijanja kompanije, nalazi se u njezinoj sposobnosti da identificira i zadovolji neispunjene potrebe potrošača, a sve to u kraćem vremenu i na bolji način od konkurentnih kompanija. Ponuđači ne stvaraju potrebe iako u nekim slučajevima mogu navesti potrošače na zanimanje za one potrebe što ih prije nisu osjećali. Marketinška koncepcija daje naslutiti da će proizvođač izraditi samo ono za što zna da će ljudi kupiti. Oni ponuđači koji svoju ponudu baziraju na prepoznavanju potreba potrošača, nailaze odmah na spremno tržište. Razumijevanje motivacije, potreba, želja, nagona ili internih poticaja pojedinca je od ključne važnosti za razumijevanje ljudskog ponašanja. Zadovoljstvo potrošača je mišljenje koje oni imaju o poduzeću ili proizvodu, a temelje ga na usporedbi percipiranih značajki korištenog proizvoda s vlastitim očekivanjima. Zadovoljstvo potrošača vrlo je aktualna problematika s aspekta održivog poslovanja poduzeća u suvremenim tržišnim uvjetima, odnosno u uvjetima nove ekonomije. Potrebno ga je mjeriti kako bi se razumjelo iskustvo koje kupci doživljavaju koristeći proizvod. Govoreći o stavovima, percepciji, motivima, znanju i ostalim čimbenicima, zapravo govorimo o osobnim čimbenicima ponašanja potrošača. Danas je sve teže opstati na tržištu te se upravo zato sve veći broj poduzeća neprestano bori za naklonost potrošača i njihovo zadovoljstvo. Potrebe i želje potrošača s vremenom se mijenjaju i nije dovoljno pretpostavljati da su potrošači zadovoljni, nego se to mora konstantno pratiti i istraživati. Upravo u ovoj činjenici je temeljno polaziše ovog diplomskog rada.The basis of the entire modern marketing consists of human needs – consumer needs. The key to survival, profitability and development of a company lies in its ability to identify and satisfy unfulfilled consumer needs in the shortest period of time and better than its competition. The suppliers do not create consumer needs even though, in some cases, they can create interest for some products which they didn't need before. The concept of marketing hints that the manufacturers will produce only the things they are certain people will buy. The suppliers who base their offer on identifying the needs of the consumers will immediately have a ready market. Understanding of the motivation, needs, wishes, urges or internal stimulus of an individual is of key importance for understanding human behaviour. Consumer satisfaction is an opinion they have about a company or a product which is based on the perceived features of the product they have used compared to their expectations. Consumer satisfaction is an important issue from the aspect of sustainability of a business in current market conditions, that is in the new economy conditions. It needs to be measured in order to understand the experience of customers as they use the product. When we refer to attitudes, perception, motives, knowledge and other factors we actually refer to personal behavioral factors of a consumer. It is getting very difficult to survive in the market today and for that reason more and more companies are constantly struggling for consumer sympathy and satisfaction. Consumer needs and wishes change through time so it is not enough to assume they are satisfied. Their satisfaction needs to be constantly monitored and researched. And in this fact exactly lies the basic starting point of this diploma paper