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V diplomski nalogi smo obravnavali dejavnike, ki vplivajo na namero o nakupu vozila v prodajnem salonu Porsche Verovškova. Seznanili smo se z različnimi dejavniki, ki vplivajo na namero o nakupu vozila. Namen raziskave je bil določiti in predstaviti odločilne dejavnike, kateri se pojavijo pri nakupu vozila, in sicer tiste dejavnike, ki vplivajo na odločitev kupca o nakupu vozila. Zanimalo nas je, kateri od dejavnikov najbolj izstopa pri odločitvi za nakup vozila. Je to mogoče: osnovne značilnosti vozila, cena, promocija, ... Cilj raziskave je bil pridobiti rezultate, kateri nam bodo služili pri zadovoljevanju kupcev, oblikovanju oglaševalski akcij in pristopu k strankam v salonu. Ker veliko ljudi le povprašuje o določeni znamki vozila, ceni in tehničnih lastnostih, bodo z informacijami naše raziskave prodajalci lažje pritegnili in prepričali kupce v nakup vozila v prodajnem salonu Porsche Verovškova. Diplomska naloga sestoji iz dveh delov in sicer: iz teoretičnega in raziskovalnega dela. V teoretičnem delu smo opredelili ključne pojme, ki so: marketing, marketinški splet, oglaševanje, namera o nakupu in zadovoljstvo kupcev. Pod poglavjem marketing smo opredelili marketing in marketinško komuniciranje, marketinški splet 7P, ki ga sestavljajo: produkt, cena, promocija, ljudje, prodajni kanal oziroma razpečava, procesiranje in fizični dokazi. Prav tako smo opredelili tudi promocijski splet ter oglaševanje, kamor spada identifikacija ciljne skupine, izbira medija, kreiranje sporočila, dinamika oglaševanja, merjenje rezultatov ter stroški in kakovost oglaševanja. Nenazadnje pa smo opredelili tudi ugotavljanje zadovoljstva kupcev, kjer smo opredelili osredotočenost na kupca, popolno zadovoljstvo kupca, pričakovanja kupcev, posredovanje visoke vrednosti v očeh kupca ter merjenje zadovoljstva. V raziskovalnem delu smo se odločili, da s pomočjo anketnega vprašalnika raziščemo, kateri dejavniki so tisti, ki imajo največji vpliv na namero o nakupu vozila. Anketo smo izvajali dva dni, in sicer v prodajnem salonu Porsche Verovškova, kjer smo anketirali vse kupce, ki so stopili v prodajni salon. Z raziskavo, ki smo jo izvedli v diplomski nalogi, smo prišli do spoznanja, da potencialnim kupcem, ki so vstopili v prodajni salon Porsche Verovškova, veliko pomenijo, ko se odločajo za nakup vozila znamk VW, Audi, Seat in Škoda, osnovne značilnosti vozila, cena in njene ugodnosti, njihovo prodajno okolje, promocija ter procesiranje, manj pa jim pomeni vpliv drugih ljudi na njihovo odločitev o nakupu vozila. The graduation thesis we discussed the factors affecting the intention to purchase a vehicle in the sales lounge Porsche Verovškova. We note the various factors affecting the intention to purchase the vehicle. The purpose of the study was to identify and present the critical factors which affect the purchase of vehicles, namely those that affect the decision of the buyer to purchase the vehicle. We were interested in what stands out most of the factors in deciding to purchase a vehicle. As possible the essential features: of the vehicle, price, promotion, … The aim of the study was to obtain results which will serve us in the approach to customers in the lounge, meeting customers and design campaigns. Many people only demanded of the specified brands, price and technical characteristics, so they will be vendors with the information our research easier to attract and convince the purchase of a vehicle in the sales lounge Porsche Verovškova. Bachelor's task consists of two parts, namely: the theoretical and research work. In theoretical work we have identified key concepts are: marketing, online marketing, advertising, purchase intention and customer satisfaction. Under the heading marketing, we have identified marketing and marketing communications, web marketing 7P, consisting of: product, price, promotion, people, distribution channel or distribute, processing and physical evidence. We have also identified the promotion and internet advertising, which comprise the identification of target groups, choice of medium, creating messages, dynamic advertising, measure the results and the costs and quality advertising. Finally, we have identified the determination of customer satisfaction, which we have identified a focus on the customer, complete satisfaction of customer expectations of customers, the transmission of high value in the eyes of the purchaser and the user satisfaction. In research work, we decided that with the help of questionnaires investigate which factors are those that have the greatest impact on intention to purchase the vehicle. Survey we carried out two days, in a sale saloon Porsche Verovškova where we are interviewing all the customers who visit showrooms. The survey, which was conducted in the diploma work, we have come to realize that potential customers who have entered in Porsche showrooms Verovškova, means a lot when deciding to purchase a vehicle brands VW, Audi, Seat and Skoda, the basic characteristics of the vehicle , and its price advantage, their sales environment, promotion and processing, but they mean less influence other people to their decision to buy a vehicle. |
