Commercial brand preferences and Internet usage types of youth in Zadar

Cilj ovog rada je utvrditi povezanost stavova o potrošnji, preferencama prema određenim brandovima i načinu korištenja Interneta. Kao teorijski okvir rada kod koncepta potrošnje koristile su se teorije autora Lipovetsky, Bourdieu i Ritzer, dok se za teoriju i koncept preference brandova koristio pristup autora Bezanić i Nefat. Istraživanje je provedeno u gradu Zadru tijekom školske godine 2018./19. U istraživanju su sudjelovali učenici/ce trogodišnjih strukovnih škola, četverogodišnjih škola i gimnazije (N=128). Istraživanje je provedeno online anketnim upitnikom. Rezultati sugeriraju da postoji povezanost između tipa škole i preferenci prema kupnji „šminkerskih“ brandova. Osim toga, utvrđena je povezanost između statusnog prikazivanja i kupnje „šminkerskih“ brandova. Također, nisu vidljive indicije koje ukazuju na postojanje povezanosti između način korištenja Interneta i preferenci prema kupnji „šminkerskih“ brandova.The objective of this thesis is to establish the correlation between viewpoints on consumption, preferences towards certain brands and Internet usage types. Lipovetsky's, Bourdie's and Ritzer's theories were used as a theoretical framework in regards to the concept of consumption, while Bezanić and Nefat's approach was used for the theory and concept of brand preference. A study was conducted during the school year of 2018./ 19. in Zadar. The study included students of three-year trade schools, four-year schools and a gymnasium (N=128). The study was conducted through an online questionnaire. The results suggest that a correlation between school type and preference towards popular brand consumption exists. Furthermore, a correlation between presentation of status and popular brand consuption was ascertained. Also, no evidence was found pointing to the existance of correlation between Internet usage types and preferences towards the consuption of popular brands