ANALYSIS OF THE DECISION- MAKING PROCESS ABOUT THE PURCHASE

U ovome radu cilj je bio analizirati proces donošenja odluka o kupnji, koje su to odluke koje potrošač donosi pri kupnji nekog proizvoda. U teorijskom dijelu, na samom početku, definira se tko je potrošač i što je ponašanje potrošača s naglaskom na proces donošenja odluka o kupnji. Proces donošenja odluke analizira se kroz pet faza: spoznaja problema, traženje informacija, vrednovanje alternativa, odluka o kupnji i poslijekupovni procesi. U istraživačkom dijelu analizirane su odluke potrošača o kupnji kroz anonimnu anketu.The aim of this paper was to analyse the decision-making process as it relates to purchasing decisions, regarding the decisions made by consumers when purchasing a product. The theoretical part at the beginning of the paper contains the definition of consumers and their behaviour, with the emphasis on the on the decision-making process when making purchase. The process of reaching a decision on a purchase has been analysed through five stages: identifying the problem, seeking information, evaluating alternatives, the purchasing decision, and the post-purchase processes. The research part contains the analysis of the anonymous survey on consumers purchasing decisions