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Vpliv Blagovnih Znamk Ročnih Ur Na Nakupne Odločitve Potrošnikov

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Vpliv Blagovnih Znamk Ročnih Ur Na Nakupne Odločitve Potrošnikov UNIVERZA NA PRIMORSKEM 2017 FAKULTETA ZA MANAGEMENT NALOGA ZAKLJUČNA PROJEKTNA NALOGA PETRA GUBANEC ZAKLJUČNA PROJEKTNA PROJEKTNA ZAKLJUČNA PETRA GUBANEC PETRA KOPER, 2017 UNIVERZA NA PRIMORSKEM FAKULTETA ZA MANAGEMENT Zaključna projektna naloga VPLIV BLAGOVNIH ZNAMK ROČNIH UR NA NAKUPNE ODLOČITVE POTROŠNIKOV Petra Gubanec Koper, 2017 Mentor: izr. prof. dr. Dragan Kesič POVZETEK Tržniki se na različne načine trudijo pritegniti pozornost potrošnikov v zelo konkurenčnem okolju, zato ima marketing vedno pomembnejšo vlogo tako za organizacije kot za potrošnike, ki se morajo odločati med vedno bolj široko ponudbo izdelkov na trgu. Na nakupno vedenje potrošnikov in proces nakupnega odločanja vpliva veliko različnih dejavnikov. Blagovna znamka s svojo identiteto in osebnostjo močno vpliva na nakup in privlači potrošnike. Na trgu ročnih ur blagovna znamka predstavlja enega glavnih orodij, s katerim skušajo tržniki vplivati na izbiro potrošnikov. V empiričnem delu naloge smo izvedli kvantitativno raziskavo v obliki anketiranja naključnih potrošnikov. Z rezultati raziskave smo ugotovili, da je vpliv blagovne znamke na nakupne odločitve potrošnikov ročnih ur zelo pomemben in v mnogih primerih tudi odločilen. Ključne besede: marketing, blagovna znamka, potrošnik, nakupno odločanje, ročne ure. SUMMARY Marketers are trying in different ways to attract the attention of consumers in a very competitive environment, which is why marketing has an increasingly important role for both the organization as well as consumers, who have to decide between an increasingly wide range of products on the market. The purchase behaviour and the process of purchase decision-making are affected by many different factors. A brand with its own identity and personality is strongly influencing the purchase and attracts consumers. On the watch market, brand represents one of the main tools by which marketers try to influence the consumer's choice. In the empirical part of the thesis, we performed a quantitative research in a form of a survey of random consumers. With the results of the survey, we found that the brands impact on the purchase decisions of watch buyers is very important and in many cases it can also be crucial. Keywords: marketing, brand, consumer, purchase decisions, watches. UDK: 347.772:366.1(043.2) III ZAHVALA Zahvaljujem se mentorju izr. prof. dr. Draganu Kesiču, za razpoložljivost, odzivnost, usmeritve, nasvete in pomoč pri izdelavi zaključne projektne naloge. V VSEBINA 1 Uvod ..................................................................................................................................... 1 1.1 Opredelitev obravnavanega problema in teoretičnih izhodišč ..................................... 1 1.2 Namen in cilji zaključne projektne naloge ................................................................... 3 1.3 Metode za doseganje ciljev zaključne projektne naloge .............................................. 3 1.4 Predpostavke in omejitve pri obravnavanem problemu .............................................. 4 2 Marketing ............................................................................................................................ 5 2.1 Vloga in pomen marketinga ......................................................................................... 8 2.2 Marketinški splet .........................................................................................................11 3 Blagovna Znamka ............................................................................................................. 14 3.1 Vloga in pomen blagovne znamke ............................................................................. 15 3.2 Značilnosti blagovne znamke ..................................................................................... 17 3.3 Vpliv blagovne znamke na nakupno odločanje ......................................................... 23 4 Potrošnik............................................................................................................................ 29 4.1 Nakupno vedenje potrošnika ...................................................................................... 29 4.2 Dejavniki, ki vplivajo na nakupno vedenje ................................................................ 30 4.3 Proces in faze nakupnega odločanja .......................................................................... 35 4.4 Zadovoljstvo potrošnika ............................................................................................. 39 5 Značilnosti trga prestižnih ročnih ur .............................................................................. 43 5.1 Najbolj priznane blagovne znamke ročnih ur ............................................................ 46 5.1.1 Rolex .............................................................................................................. 48 5.1.2 Omega ............................................................................................................ 51 5.1.3 Longines ........................................................................................................ 54 6 Empirični del – raziskava o vplivu blagovnih znamk ur na nakupne odločitve potrošnikov v tržnem segmentu ročnih ur ..................................................................... 58 6.1 Predstavitev vzorca raziskave .................................................................................... 58 6.2 Izvedba raziskave ....................................................................................................... 58 6.3 Analiza rezultatov raziskave ...................................................................................... 68 6.4 Ugotovitve raziskovanja ............................................................................................ 69 6.5 Predlogi za nadaljnji razvoj in poslovno prakso ........................................................ 70 7 Sklep ................................................................................................................................... 73 Literatura ................................................................................................................................ 75 Priloge ...................................................................................................................................... 81 VII SLIKE Slika 1: Pomen marketinga ................................................................................................... 10 Slika 2: Funkcije blagovne znamke ...................................................................................... 16 Slika 3: Blagovna znamka – vidni in nevidni del ................................................................. 19 Slika 4: Struktura blagovne znamke ..................................................................................... 25 Slika 5: Model nakupnega vedenja ....................................................................................... 30 Slika 6: Proces nakupnega odločanja .................................................................................... 36 Slika 7: Patek Philippe Sky Moon Tourbillon 6002G .......................................................... 46 Slika 8: Rolex Datejust 41 .................................................................................................... 49 Slika 9: Omega Speedmaster Professional »Moonwatch« ................................................... 52 Slika 10: Lindbergh Hour Angle Watch ................................................................................. 55 Slika 11: Struktura anketirancev glede na uporabo ročne ure ................................................ 58 Slika 12: Pogostost uporabe ročne ure .................................................................................... 59 Slika 13: Seznanjenost anketirancev z blagovnimi znamkami ročnih ur................................ 59 Slika 14: Viri oglaševanja ročnih ur ....................................................................................... 60 Slika 15: Pomembni dejavniki pri nakupu ročne ure .............................................................. 60 Slika 16: Pomembnost blagovne znamke pri nakupu ............................................................. 61 Slika 17: Povezanost cene in kvalitete .................................................................................... 61 Slika 18: Pripravljenost plačati več za izdelek blagovne znamke .......................................... 62 Slika 19: Pomembnost kriterijev pri odločanju za blagovno znamko .................................... 62 Slika 20: Lastništvo določene blagovne znamke ročne ure .................................................... 63 Slika 21: Možne izbire blagovnih znamk za nadaljnji nakup nove ročne ure ........................ 64 Slika 22: Ključni dejavniki vpliva na izbor blagovne znamke ročne ure ............................... 65 Slika 23: Vpliv blagovne znamke na končno nakupno odločitev ........................................... 66 Slika 24: Odločitve glede nakupa ponaredka blagovne znamke ročne ure ............................. 66 Slika 25: Višina sredstev za namen nakupa nove ročne ure ................................................... 66 Slika 26: Struktura anketirancev po spolu .............................................................................. 67 Slika 27: Struktura udeležencev po starosti ............................................................................ 67 Slika 28: Osebni neto mesečni dohodek anketirancev ...........................................................
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