Dejavniki odločanja in zvestobe potrošnikov v procesu nakupa izdelkov izbrane blagovne znamke

Tina Vukasović and Vanja Junc

Journal of Innovative Business and Management, 2014, vol. 6, issue 3

Abstract: Potrošniki niso »tarče«, ampak posamezniki s prepoznavnimi zahtevami. S slednjimi se začne nakupno vedenje, katero pa ne zavisi zgolj od potrošnika, temveč tudi od podjetja samega. Dejavniki oziroma motivi, ki vplivajo na samoodločanje in posledično nakup, so psihološki, osebni, sociološki, ekonomski, necenovni ali pa situacijski dejavniki« (Habjanič in Ušaj, 1998, str. 38).

Keywords: consumers; buying behavior; decision making; trademarks; brands; advertising (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
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