undergraduate thesis
THE IMPACT OF THE PSYCHOLOGICAL PRICE ON CONSUMER'S BEHAVIOR

Tanja Lacko (2016)
Virovitica College
Metadata
TitleUTJECAJ PSIHOLOŠKE CIJENE NA PONAŠANJE POTROŠAČA
AuthorTanja Lacko
Mentor(s)Zrinka Blažević (thesis advisor)
Abstract
U radu se želi prikazati na koji način psihološka cijena utječe na ponašanje potrošača te na potrošačevu odluku o kupnji nekog proizvoda ili usluge. Cijena je jedini element marketinškog miksa koji donosi profit prodavatelju te je kao takva u radu i obrađena. U radu su obrađeni čimbenici koji utječu na određivanje cijene, opći pristupi određivanju cijene, strategije kod određivanja cijene, promjene u cijenama, strategije za prilagođavanje cijena te psihološki utjecaj cijene na potrošača. Tvrtke moraju uložiti mnogo truda u istraživanje svojih potencijalnih potrošača, svoje konkurencije te uvjeta na tržištu kako bi na pravilan način odredile cijenu za svoje proizvode ili usluge. Prodavatelji prilikom određivanja cijene za neki proizvod žele utjecati na psihu potrošača kako bi cijenu učinili primamljivijom za potrošača i koja bi na taj način potaknula veću kupovinu nekog proizvoda. Provedena je analiza utjecaja psihološke cijene na ponašanje potrošača u praksi pomoću ankete. Anketa je provedena na uzorku od 68 studenata Visoke škole za menadžment u turizmu i informatici u Virovitici. Kroz 10 ponuđenih pitanja, ispitanici su svojim odgovorima pokazali na koji način percipiraju cijenu te koliko im je bitna cijena ponuđenog proizvoda. Provedena analiza svojim je rezultatima dokazala kako prodavatelji zaista cijenom mogu utjecati na odluku potrošača da kupi neki proizvod te da veliki broj potrošača percipira cijenu na pogrešan način i time kupuje i više nego što je planirao. Zaključak ovog rada je da cijene zaista psihološki mogu utjecati na potrošača što je u velikoj mjeri pozitivno za prodavatelja te u određenoj mjeri negativno za potrošača.
Keywordsprice psychological price consumer
Parallel title (English)THE IMPACT OF THE PSYCHOLOGICAL PRICE ON CONSUMER'S BEHAVIOR
GranterVirovitica College
PlaceVirovitica
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeprofessional
Study levelundergraduate
Study programmeManagement; specializations in: Management in Computer Sciences, Management in Rural Tourism
Study specializationManagement in Computer Sciences
Academic title abbreviationbacc.oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-10-28
Parallel abstract (English)
The paper aims to show how psychological price affects consumer's behaviour and the consumer's decision to purchase a product or service. Price is the only element of the marketing mix that brings profit for the seller and is processed in the paper as such. The paper deals with factors affecting pricing, general approaches to pricing, with pricing strategies, changes in prices, strategies for price adjustment and psychological impact of prices on consumers. Companies need to invest a significant effort into research of their potential customers, competition and market conditions to properly determine the price for their products or services. Sellers in determining prices for a product want to influence the psyche of consumers to make the price more attractive to the consumer and thus to encourage greater purchases of a product. An analysis of the impact of psychological prices on consumer's behaviour in practice was conducted. The survey was conducted on a sample of 68 students of the College for Management in Tourism and Informatics in Virovitica. Through 10 offered questions, respondents showed their perception of price and how much is the price of the offered product important to them. The conducted analysis proved that sellers may really, through the price, influence the consumer's decision to buy a product, and that many consumers perceive price incorrectly and therefore buy more than planned. The conclusion of this paper is that prices can psychologically affect the consumer as largely positive for the seller and to some extent negatively for consumers.
Parallel keywords (Croatian)cijena psihološka cijena potrošač
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:165:281167
CommitterIvana Vidak