ANALYSIS OF CONSUMER BEHAVIOR IN PURCHASING FOOTWEAR

Ponašanje potrošača kompleksan je proces koji između ostaloga predstavlja proces pribavljanja i konzumiranja proizvoda, usluga te ideja od potrošačke jedinice. U radu se na temelju relevantne literature o ponašanju potrošača te načinima istraživanja njihova ponašanja analizira ponašanje potrošača pri kupovini obuće. Temeljem procesa promatranja ponašanja potrošača pri kupovini obuće napravljena je analiza njihova ponašanja. Rezultati provedene analize objašnjeni su u radu. Razumijevanje ponašanja potrošača općenito pa tako i pri kupovini obuće od izuzetne je važnosti kako za proizvođače tako i za ponuđače. Svrha rada je temeljem pregleda literature vezane za ponašanje potrošača i segmentaciju potrošača dati uvid u kupovno ponašanje potrošača. Kako bi se ostvarila svrha rada provedeno je već navedeno istraživanje tržišta putem promatranja ponašanja potrošača pri kupovini obuće.Consumers' behavior is a complexly process which among the other things introduce the process of obtaining and consuming products, services and ideas from the consumer unit. This paper, based on relevant literature about consumer behavior and research of modes of their behavior, analyzed consumer behavior considering purchasing footwear. Based on the process of observing consumer behavior in purchasing footwear, analysis of their behavior was made. The results of the conducted analysis are explained in the paper. Understanding the behavior of consumers in general and also in purchasing footwear have high importance for manufacturers as well as for bidders. The purpose of the paper is to provide consumer insight into customer behavioral behavior through consumer insights and consumer segmentation. In order to achieve the purpose of the work, the already mentioned market research was carried out by observing consumer behavior in purchasing footwear