CUSTOMER ANALYSIS OF SMARTPHONE USERS IN SLOVENIA

V diplomskem delu se ukvarjamo z raziskavo uporabnikov pametnih telefonov v Sloveniji. V prvem, teoretičnem delu, predstavljamo teoretično podlago, potrebno za razumevanje področja raziskave uporabnikov, ter opisujemo različne dejavnike, ki vplivajo na obnašanje uporabnikov, ki so vir našega interesa. Opisujemo, kako lahko tržnik s pomočjo raziskave uporabnika pride do podatkov o percepciji, segmentaciji, pozicioniranju ter tako uporabi znanje o uporabnikov kot osnovo za uporabo primerne tržne strategije oz. tržnega spleta. Prav tako smo podali teoretično podlago vedenja uporabnikov od samega procesa odločanja, vrste strank, dejavnikov, ki vplivajo na nakupno odločitev, ter motivacijo in vpletenost, ki so orodja, ki jih mora tržnik med raziskavo uporabnikov uporabiti, da bi pridobil čim bolj polne informacije o predmetu raziskovanja. V drugem, praktičnem delu, smo na primeru lastne spletne ankete pridobili podatke o uporabniku pametnega telefona v Sloveniji, predstavili namen, cilje, metode dela ter predpostavke oz. omejitve ter hipoteze. Nato smo pridobljene rezultate opisno ter grafično predstavili ter potrdili oz. ovrgli podane hipoteze ter navedli lastno mnenje oz. predloge.In the thesis we are dealing with the research of smartphone users in Slovenia. In the first, theoretical part we present the theoretical background, needed for understanding the fields of user research, and are describing different factors, who influence user behavior, which is our field of interest. We describe how the marketer can obtain the data about perception, segmentation, positioning, and thus use the gained knowledge of the user as a basis for suitable market strategy or marketing mix. We also provided theoretical basis of user behavior, from the process of decision making, types of customers, factors who influence the buying decision, motivation and involvement, which are the tools, marketer has to use during the user research, to obtain full information about the researched subject. In the second, practical part, we gathered the data of smartphone users in Slovenia with help of online questionnaire, presented the cause, goals, work methods, predictions, gaps and hypothesis of the thesis. Then we presented the gained data graphically and descriptively and confirmed or disproved given hypothesis and alleged our own opinion and recommendations