Analiza utjecaja psihološkog određivanja cijena kod sportske obuće i bezalkoholnih pića

master's thesis

• Title (english): Impact analysis of psyhological pricing on sports footwear and non-alcoholic beverages
• Author: Marija Brnja
• Mentor: Blaženka Knežević (mentor); MBZ: 246630
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2019-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Cijene predstavljaju bitan čimbenik za pozicioniranje proizvoda i odlučivanje potrošača u kupovnom procesu. Ovaj diplomski rad usmjeren je na utjecaj psihološkog određivanja cijena u dvije različite kategorije proizvoda, bezalkoholno piće i sportska obuća. Za potrebe izrade ovog rada provedeno je istraživanje pomoću online ankete. Istraživanje obuhvaća cjenovnu osjetljivost, referentne cijene, pozitivnu i negativnu ulogu cijene, određivanje cijena paketu proizvoda, određivanje cijena ispod „okruglog“ broja i prestižno određivanje cijena. Budući da cijene imaju veliki utjecaj i na potrošače i na trgovce prikazana je njihova uloga u potrošačkom procesu.

Abstract (english)

Prices are an important factor for product positioning and consumer decision making in the purchasing process. This thesis focuses on the impact of psychological pricing in two different product categories, non-alcoholic beverages and sports footwear. For the purpose of drafting this paper, a survey was conducted using an online survey. The research covers price sensitivity, reference prices, the positive and negative role of price, pricing of a bundled product, pricing below the “round” number, and prestigious pricing. Because prices have a big impact on both consumers and retailers, their role in the consumer process is shown.

• Keywords: psihološko određivanje cijena; cjenovna osjetljivost; kupovni proces; referentne cijene
• Keywords (english): psychological pricing; price sensitivity; purchasing process; reference prices
• Language: croatian
• URN:NBN: urn:nbn:hr:148:589308
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Repository: REPEFZG
• Created on: 2019-09-17 11:15:49