MARKET RESEARCH AND DECIDING ABOUT THE PRODUCT

Raziskovanje tržišča je pomemben faktor v organizaciji, s pomočjo katerega zbiramo in analiziramo podatke, ki smo jih pridobili z raziskavo. Pomembno je, da organizacija ugotovi, kako se prilagoditi porabnikom, da se doseže želena pozicija na trgu. Organizacija mora narediti načrt raziskave, kjer se opiše kaj je sploh problem, ki ga je potrebno raziskati in ugotoviti kako to izpeljati ter kdo bo vse to raziskoval. Raziskali in obdelali smo področje raziskovanja tržišča, ki nam je bilo v veliko pomoč pri naši primarni raziskavi. S to raziskavo smo ugotovili, kako pomembno je, da si organizacija pravilno zastavi raziskovalni problem in kako naporno je samo zbiranje podatkov ter njihova analiza. Osnovni namen diplomskega seminarja je bilo v razširjanju našega teoretičnega znanja o raziskavi trga in o odločanju o izdelku. Znanje smo si razširili z najrazličnejšo literaturo in s izvedbo primarne raziskave. S pomočjo rezultatov raziskave smo ugotovili, da so cena, kakovost in garancija izdelka najpomembnejši dejavniki, ko se porabniki odločajo za nakup mobilnega telefona. Delno gre temu rezultatu pripisati tudi dejstvo, da je v Sloveniji še vedno kriza in so zaradi tega porabniki veliko bolj pozorni na najrazličnejše stvari.Market research is an important factor in an organization through which we collect and analyze the data that we have obtained through a survey. It is important that the organization finds out how to adjust to the consumer to achieve the desired position on the market. The organization needs to do the research plan, in which they describe what is the problem that needs to be explored and figure out how to pull this off, and who will all be explored. We studied and analyzed area of market research, which have been a great help in our primary research. With this study, we see how important it is for an organization to properly research the problem and how difficult it is to collect the data and their analysis. The main purpose of the thesis was to spread our theoretical knowledge of the market survey and the decision about the product. We have expanded our knowledge with a contemporary literature and the implementation of primary research. Using the survey results, we found that the price, quality and warranty of the product are the most important factor when consumers choose to purchase a new mobile phone. Partly this result is attributable to the fact that Slovenia is still crisis and as a result, consumers are much more aware of various things