Utjecaj marketinške kampanje na izbor paketa usluga korisnika

master's thesis

• Title (english): Impact of marketing campaigns on consumer choice of services
• Author: Ivan Jerman
• Mentor: Marinko Jurčević (mentor)
• Committee member: Dragan Peraković (predsjednik povjerenstva)
• Committee member: Marko Periša (član povjerenstva)
• Committee member: Siniša Husnjak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Transport and Traffic Sciences; (Independent chairs); (Chair of Transport Law and economics); Zagreb
• Defense date and country: 2018-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Traffic and Transport Technology; Postal and Telecommunications Traffic

Abstract

Kako bi se istražio utjecaj marketinških kampanja na izbor usluga potrošača, provest će se empirijska studija. Istražiti ćes se veza između marketinških kampanja i izbora potrošača paketa telekomunikacijskih usluga. Veza između izbora i kampanje utvrditi će se ispitivanjem percepcije potrošača. Studija se temelji na sažetku literature u području marketinških studija. Teza studije je da marketinške kampanje utječu na izbor potrošača paketa usluga. Hipotetska veza između marketinške kampanje i izbora potrošača bit će izvedeni iz opsežnog pregleda literature dedukcijom. Kvalitativnom analizom primarnih podataka prikupljenih anketnim upitnikom pronaći ćemo odgovore na postavljena pitanja istraživanja. Ovo istraživanje namijenjeno je testiranju učinka pojedinih relevantnih elemenata marketinških kampanji koji imaju ulogu u stimuliranju kupovine i pri izboru branda. Rezultati pokazuju pozitivnu korelaciju između promotivnih marketinških aktivnosti i kupovine proizvoda i usluga. Prema postotku odgovora sudionika, pouzdanom je metodom utvrđen mjerljiv učinak specifičnih marketinških aktivnosti s obzirom na odabrane oglašivačke platforme i ciljne grupe.

Abstract (english)

In order to investigate the impact of marketing campaigns on the choice of consumer services, an empirical study will be conducted. Investigating the relationship between marketing campaigns and consumer choice of telecommunication service packages. The relationship between choice and campaign will be determined by examining consumer perceptions. The study is based on a summary of the literature in the field of marketing studies. The thesis of the study is that marketing campaigns influence the choice of consumer packages of services. The hypothetical link between a marketing campaign and consumer choice is from the extensive literature review by deduction. By qualitative analysis of the primary data collected via questionnaire, we found answers to the questions asked. This research is intended to test the performance of some relevant marketing campaign elements that play a role in stimulating purchasing and brand selection. The results show a positive correlation between promotional marketing activities and purchasing products and services. According to the respondent's response percentage, a reliable method has determined the measurable impact of specific marketing activities concerning the selected advertising platform and target group.

• Keywords: marketinške kampanje; odlučivanje o kupnji; paket telekomunikacijskih usluga
• Keywords (english): marketing campaign; purchase decision making; telecomunication service package
• Language: croatian
• URN:NBN: urn:nbn:hr:119:145883
• Study programme: Title: Traffic and Transport; specializations in: Road Traffic and Transport, Railway Traffic and Transport, Water Traffic and Transport, Air Traffic and Transport, Postal Traffic, Information and Communication Traffic, Urban Traffic and Transport; Course: Information and Communication Traffic; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra inženjer/inženjerka prometa (magistar/magistra inženjer/inženjerka prometa)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2019-01-11 12:17:34