ADVERTISING AND IT\u27S INFLUENCE ON CONSUMER\u27S PURCHASE BEHAVIOR IN COMPANY TELEKOM SLOVENIJE, D.D.

Uspešnost, ugled in prepoznavnost določenega podjetja predstavljajo velik faktor na trgu, kjer je konkurenca zelo močno prisotna. Podjetja uporabljajo različne načine in poti komuniciranja z morebitnimi strankami. Način pristopa do le-teh pa lahko predstavlja končni faktor, ki ga pri izbiri ponudnika storitev/izdelkov, potencialni kupec upošteva. Podjetja se na vse pretege trudijo, da bi razvila nove metode pristopanja k strankam, z željo, da svoj izdelek/storitev predstavijo v najboljši luči, na razumljiv in privlačen način. V diplomski nalogi smo skušali ugotoviti, katere načine oglaševanja izbrano podjetje uporablja in kateri načini so tisti, ki najbolj vplivajo na posameznikovo odločitev pri izbiri oglaševanega podjetja, zakaj je temu tako in kako se podjetja soočajo z novimi izzivi na področju oglaševanja. Diplomsko nalogo smo razdelili na dva dela. Prvi del je teoretični del, v katerem smo raziskali in opisali teorijo trženja, promocije, proces nakupnega odločanja končnih potrošnikov in dejavnike, ki vplivajo na kakovost oglaševanja. V empiričnem delu smo uporabili anketni vprašalnik, na katerega je odgovorilo 93 oseb. Analizo anketnega vprašalnika smo grafično ponazorili, jo opisali in razložili. V sklepnem delu diplomske naloge pa navajamo ugotovitve in dejavnike, ki bi lahko izboljšali učinkovitost oglaševanja izbranega podjetja.An enterprise’s success, reputation and recognition represents a major factor at a market filled with competition. Companies use different paths and tools of communication when it comes to communicating with potential customers. The way company communicates with the client determines wether the customer corresponds or turn away from aizdelek or service. Companies are trying their best developing new paths and methods to get closer with a customer with a desire to represent their izdelek/servise in an understandable and attractive way. In this thesis we tried to determine which advertising strategies selected company uses and which strategies are the ones which are most effective when it comes to customer’s purchasing behaviour and what lead to such decisions. We have splitted this thesis into two parts. The first part is a theoretical one in which we have researches and described the theory of marketing, promotion, marketing communication and the procces of consumer’s purchasing behaviour consisting several factors affecting advertising’s quality. Second parts consists of survey on which 93 people has responded. We had described, explained and graphically illustrated survey’s analysis. The final part of this thesis consists of conclucions and factors how advertising’s efficiency of selected company could be improved