Intrusion of Modern Marketing and Consumer Privacy Concerns

Tehnologija koju koristimo se rapidno razvija i sa sobom donosi nove načine proučavanja ponašanja potrošača. Marketeri uspijevaju preciznije predvidjeti tko su njihovi ciljni potrošači i koje su njihove potrebe. Personalizacija ponude u tom pogledu ima pozitivne i negativne strane koje su pokazane u ovome radu. Sa sve većim obujmom velikih podataka poduzeća se moraju prilagoditi novom načinu poslovanja i uložiti napore kako bi ostali kompetitivni na lokalnom ali i globalnom tržištu. Uz to poduzeća moraju biti upoznata s GDPR-om prilikom korištenja osobnih podataka kako ne bi ugrozili privatnost i prava potrošača. Empirijsko istraživanje provedeno upitnikom je pokazalo kako većina ispitanika vjeruje da se njihova aktivnost prati i da nemaju visok stupanj kontrole nad svojim osobnim podacima. Ujedno nemaju povjerenja u etičnost poduzeća koja raspolažu njihovim podacima. Te je uočena razlika između odgovora dobnih grupa, to jest, što su stariji ispitanici to je njihovo mišljenje da imaju kontrolu nad procesom prikupljanja podataka više.The technology we use is evolving rapidly and it brings new ways of studying consumer behavior. Marketing experts are able to more accurately predict who their target consumers are, and what are their needs. Personalization in this regard has positive and negative sides that are shown in this paper. With the growing volume of big data, companies need to adapt to the new way of doing business and make efforts to remain competitive in the local and global market. In addition, businesses must be aware of the GDPR when using personal data so as not to compromise the privacy and rights of consumers. Empirical research conducted showed that most respondents believe that their activity is monitored and that they do not have a high degree of control over their personal data. At the same time, they do not trust the ethics of the companies that have access to their data. Finally, the author concluded that there was a variance between the age group responses, that is, the older the respondents the higher is the perceived control of the data collection proces