Specifi¿nosti pona¿anja potro¿a¿a u procesu kori¿tenja usluga
Amela , Omerbasic
Specifi¿nosti pona¿anja potro¿a¿a u procesu kori¿tenja usluga
Amela , Omerbasic
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Croatian
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Description
Diploma Thesis from the year 2010 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, University of Tuzla, language: Croatian, abstract: Potröäi su sve vi¿e obrazovani i informisani o ponudi proizvoda i usluga. Stoga oni na osnovu sve ve¿eg broja informacija i vlastitog rasu¿ivanja odabiru ono ¿to je uskläeno s njihovim potrebama. U uslovima sve bogatije ponude proizvoda i usluga razumijevanje i prilagodba potröäevim motivima i ponäanju postaju sve vi¿e imperativ, a ne opcija za sve preduzetnike koji ¿ele uspjeti na tr¿i¿tu. Na ponäanje potröäa möe se uticati jedino uz prilagöavanje elemenata marketin¿kog spleta potröäevim potrebama. Uticaji na potröäa moraju biti dru¿tveno prihvatljivi, jer njihove potrebe i motivi za potrönju su stvarni, a njihovo zadovoljenje korisnim proizvodima korist je kako za potröäa, tako i za dru¿tvo u cjelini. Ovo je väno za kreiranje propagandnih poruka. Poruke kreirane prema standardima dobrog ukusa i etike uti¿u ne samo na zadovoljavanjr ¿elja i potreba potröäa, nego ¿ire op¿u kulturu i pove¿avaju proizvodnju, a time doprinose op¿oj dobrobiti cjelokupnog dru¿tva. Osjetljivost ponäanja potröäa je posebno izräena kod uslu¿ivanja. Zbog svega navedenoga, u ovom radu ¿e se nastojati ukazati na klju¿ne specifi¿nosti kod ponäanja potröäa u procesu kori¿tenja usluga.****Consumers have become more and more educated and informed about the offer of different products and services. Therefore, based on the increased number of information and their own judgement they choose according to their needs. In conditions where there is a rich offer of different products and services, understanding and adjustment to consumer's needs and behaviour has become an imperativ, and not just an option for all entrepreneurs who want to succeed on the market. Consumers behaviour can be influenced only through adjustment of elements of marketing range to consumer's needs. [...] The sensitivity of consumer behavior is especially emphasized in serving. Therefore, this paper will try to point out the key specifics of the behavior of consumers in the process of using the services.