THE IMPACT ON PURCHASE DECISIONS OF COSTUMERS DRIVEN BY COMPANY ADVERTISING COMPANION

Vsaka organizacija s pomočjo promocije kupce obvešča o svojih novih ali že obstoječih izdelkih ali storitvah. Tržniki želijo pridobiti zaupanje potrošnikov, kar pa si lahko zagotovijo s kakovostnimi in cenovno ugodnimi storitvami ali izdelki. V diplomski nalogi smo obravnavali problem promocij storitev in vpliv promocij na nakupno odločitev kupcev. Ker je ponudba na trgu zelo velika in s tem tudi veliko število promocij, kupci postajajo do promocij vedno bolj nezaupljivi. Pred nakupom se večina kupcev pozanima o ponujenem izdelku ali storitvi. Kupci vedno bolj gledajo na ceno, saj ugodnejša kot je ponudba, bolj je kupcu zanimiva. Diplomsko nalogo smo razdelili na dva dela. Prvi dej je teoretični del, v katerem smo opisali teorijo in cilje promocije, orodja s katerimi organizacije promovirajo, nakupno odločanje in vedenje kupcev in na koncu še promocijo storitev. Drugi del diplomske naloge je praktični del. Uporabili smo anketni vprašalnik na katerega je odgovorilo 100 anketirancev. Na podlagi vrnjenih anket, smo naredili analizo ankete, rezultate grafično predstavili in ustrezno interpretirali.Every organization uses advertising to inform customers of their new or existing products or services. Marketers want to gain the trust of consumers, which can be provided with high quality and affordable services or products. In this diploma we address the problem of promotion services and promotion influence on purchase decisions of customers. Because the offer on the market is very large and there is large number of promotions, the customers are becoming increasingly suspicious to promotions. Before buying, majority of customers gets informed about the offered product or service. Consumers often look at the price. The offer is more attractive to the customer, if it is more affordable. Diploma was divided into two parts. The first part is theoretical, in which we describe the theory and objectives of promotion tools, ways the organization promotes, purchase decisions and buying behavior of customers. The second part of the diploma is practical part. We used a questionnaire which was answered by 100 random consumers. Based on the returned survey, we have made an analysis of the survey results. Analysis was graphically presented and interpreted appropriately