ANALYSIS OF THE IMPACT OF MATKETING ACTIVITIES ON CONSUMER DECISIONS AND BUSINESS

Ovaj rad bavi se pitanjem kako marketinške aktivnosti utječu na ponašanje i odluke potrošača te na poslovne rezultate tvrtki. Rad se oslanja na analizu literature iz područja marketinga i ponašanja potrošača te na primjeni marketing menadžmenta i marketinškog miksa kao alata za planiranje, provođenje i praćenje marketinških aktivnosti. Glavni problem koji je istraživan u radu jest kako marketinške aktivnosti utječu na potrošačke odluke i poslovanje. Ovaj problem istražuje se kroz analizu relevantne literature te primjenu marketing strategije na fiktivnom primjeru online poslovanja. Postignuti rezultati pružaju spoznaju o pojmu marketinga, ponašanju potrošača, procesu donošenja potrošačkih odluka te o utjecaju marketinških strategija na poslovanje.This paper addresses the question of how marketing activities influence consumer behavior and decisions, as well as company's business outcomes. The paper relies on analyzing literature in the field of marketing and consumer behavior, along with the application of marketing management and the marketing mix as tools for planning, implementing, and monitoring marketing activities. The main problem explored in this paper is how marketing activities impact consumer decisions and business operations. This issue is investigated through the analysis of relevant literature and the application of marketing strategies using a fictional example of online business. The achieved results provide insights into the concept of marketing, consumer behavior, the process of making consumer decisions, and the influence of marketing strategies on business