THE INFLUENCE OF THE BRAND ON MAKING DECISIONS

U fokusu izrade ovog diplomskog rada, razmatrana je problematika utjecaja marke na donošenje odluke o kupovini. Donošenje odluke o kupovini predstavlja sustavan pristup zasnovan na slijedećim fazama: uočavanju problema, traženju informacija, ocjenjivanju alternativa, odlučivanju o kupnji kao i postkupovnim aktivnostima. Sam proces donošenja odluka uvelike je određen unutarnjim utjecajnim čimbenicima kao i vanjskim utjecajnim čimbenicima koji oblikuju potrošačko ponašanje. Marka ili brand predstavlja jedan od elemenata proizvoda koji potencijalno može utjecati na donošenje odluke o kupovini proizvoda/usluge. Marka predstavlja sve ono što se vidi, čuje, pročita, zna, osjeća ili misli o određenom proizvodu, poslovnom subjektu ili pak usluzi koju ono pruža. Značenje branda u suvremenim uvjetima poslovanja, očituje se u: pojednostavljenom rukovanju proizvodima i uslugama od strane suvremenih poslovnih subjekata, pomaganju pri organizaciji i upravljanju zalihama te računovodstvenim podacima, omogućavanju pravne zaštite, prikazivanju kvaliteta proizvoda/usluga kao i sredstvu osiguranja konkurentske prednosti. Shodno tome, predmet izrade ovog diplomskog rada, utvrđivanje je utjecaja marke na donošenje odluka. Ciljevi izrade rada su: uočavanje važnosti marke proizvoda, utvrđivanje utjecaja marke proizvoda na donošenje odluke o kupovini proizvoda te proširivanje dosadašnjih saznanja iz problematike brandiranja. U izradi ovog diplomskog rada, korištene su slijedeće metode: metoda analize, metoda sinteze, induktivna metoda, deduktivna metoda te metoda generalizacije.In the focus of this graduate thesis, the issue of brand influence on purchasing decisions has been considered. Making purchasing decisions is a systematic approach based on the following phases: identifying problems, searching for information, evaluating alternatives, buying decisions as well as post-paid activities. The decision-making process is largely determined by internal influencing factors as well as external influencing factors that shape consumer behavior. A brand or brand is one of the elements of a product that can potentially affect the decision making on purchasing a product / service. The mark represents everything that is seen, heard, read, knows, feels or thinks about a particular product, business entity or the service it provides. The brand's significance in modern business conditions is manifested in: simplified handling of products and services by modern business entities, organizing and managing inventory and accounting, providing legal protection, displaying product/service quality and providing competitive advantage. Consequently, the subject of this graduate thesis is the determination of the influence of the mark on decision-making. The objectives of the work are to: mark the importance of the brand of products, to determine the influence of the product brand on making a decision about the purchase of products and to expand the existing knowledge of branded issues. The following methods were used in the design of this graduate thesis: method of analysis, synthesis method, inductive method, deductive method and generalization method