| Popis: |
Tema ovog rada odnosi se na analizu povezanosti segmentacije tržišta i ponašanja potrošača. Prema definiciji, segmentacija je strategija osmišljavanja i primjenjivanja različitih marketinških programa kojima se namjerava podmirivati istovjetne potrebe i želje različitih segmenata potrošača. Ponašanje potrošača je relativno mlada znanstvena disciplina koja postaje sve popularnija i od velike je važnosti. Ona u fokusu ima potrošače i njihovo ponašanje u procesu pribavljanja, korištenja i odlaganja proizvoda. Praktični dio rada odnosi se na analizu dvaju tržišnih segmenata, umirovljenika i studenata. U šestom poglavlju ovog rada analizirani su tržišni segmenti umirovljenici i studenti koji su prema mišljenju autorice, dvije vrlo zanimljive, a i mnogobrojne skupine. The topic of this paper relates to the analysis of the relationship between market segmentation and consumer behavior. By definition, segmentation is the strategy of designing and applying different marketing programs that are intended to meet the same needs and desires of different segments of consumers. Consumer behavior is a relatively young scientific discipline that is becoming more and more popular and of great importance. It focuses on consumers and their behavior in the process of obtaining, using, and disposing of products. The practical part of the paper deals with the analysis of two market segments, retired and students. In the sixth chapter of this paper, the market segments are retired and students who, according to the author's opinion, are two very interesting and many groups. |
