BUYING BEHAVIOUR OF CAR BUYERS IN SLOVENIA

V diplomskem delu smo preučevali nakupno vedenje kupcev avtomobilov v Sloveniji. V teoretičnem delu smo obravnavali podatke o številu prodanih avtomobilov v Sloveniji, povprečni starosti Slovenskih avtomobilov, stopnji motorizacije in najbolj prodajanih avtomobilih na slovenskem trgu. Opredelili smo pojme potrošnika in navedli dejavnike nakupnega vedenja. V praktičnem delu smo na vzorcu izvedli anketni vprašalnik. Podatke smo statistično obdelali, in na podlagi analiz, odgovorili na raziskovalna vprašanja in zavrgli ali potrdili hipoteze. Končni del diplomskega dela je sestavljen iz ugotovitev in novih predlogov, kjer smo ugotovili, da je avtomobilski trg v Sloveniji dobro oskrbljen z avtomobilsko ponudbo, ki lahko zadovolji kupce tudi v težkih gospodarskih razmerah. Na podlagi ugotovitev smo izdelali predlog novega marketinšlega načrta.In this final thesis we researched the buying behaviour of car buyers in Slovenia. In the theoretical part we processed the data about the number of cars sold in Slovenia, the average age of cars, the degree of motorization and top selling cars on the Slovenian market. We explained the term consumer and stated the factors that affect buyer behaviour. In the practical part, we conducted a survey on a sample. The survey data was statistically processed and based on the obtained results we answered the research questions and confirmed or discarded the hypotheses. The final part of this thesis consists of new findings and proposals. We found out that the car offer on the Slovenian market can satisfy the customer’s demands even in difficult economic conditions that have affected the global economy. Based on these findings we presented a new proposal of a marketing plan