CONSUMER BEHAVIOR

Ponašanje potrošača važno je proučavati kako bi se donijele regulativne politike u cilju zaštite potrošača u društvu, razumijevanje i predviđanje ponašanja potrošača te kako bi se otkrila uzrok efekt relacija koja uvjetuje obrazovanju mladih i informiranju potrošača. Ponašanje potrošača je dinamičan proces te velik broj čimbenika utječe na njega. Važno je naglasiti da je potrošač suveren te da se njegovi motivi ne mogu identificirati. Na ponašanje potrošača se može utjecati ali ti utjecaji moraju biti društveno prihvatljivi. Potrošač odluku o kupnji ne donosi odmah i sam jer na potrošačku odluku o kupnji utječe velik broj društvenih, osobnih i psiholoških čimbenika. Kultura ima velik utjecaj na ponašanje potrošača. Ponekad je utjecaj izravan i lako vidim a ponekad i neizravan i potrošač nije svjestan da utječe na njegovo ponašanje. Primarna zajednica svake osobe je obitelj koja pored kulture koja ima velik utjecaj na ponašanje potrošača jer svaka obitelj, kao i kultura, nosi svoje značajke koje se razlikuju od ostalih.In order to carry out the regulative policies, which emphasise consumer protection, it is of importance to analyze consumer behaviour, understand and predict it to discover the effect- the effect of relations which condition the education of young generations and customer informing. Consumer behaviour is a dynamic process and a large number of factors have an impact on it. It is relevant to accentuate that the consumer is sovereign and that his motives cannot be identified. Consumer behaviour can be affected, but the impacts have to be socially acceptable. His or her decision about a purchase, consumer doesn't make alone and right away, due to a large number of aspects that decide about the purchase, such as social, personal and psychological aspects. Culture has an immense impact on consumer behaviour. On the one hand, the impact is forthright and easily noticeable, on the other, it is indirect and the consumer is not aware of its affect on the behaviour. Primary community of every family is a family that, alongside culture, has a big influence on the consumer behaviour. Every family, much as every culture, has its attributes that differ from others