20.500.12556/RUL-122262 Vpliv cene in kakovosti oblačil in modnih izdelkov na nakupno odločitev Impact of price and quality of clothing and fashion products on purchasing decision Cena in kakovost izdelkov in storitev sta dejavnika, ki močno vplivata na nakupno odločitev potrošnika. Namen diplomskega dela je bil raziskati medsebojno povezanost cene in kakovosti oblačil ter modnih izdelkov. Zanimalo nas je, kako ta dva dejavnika vplivata na nakupno odločitev kupcev, saj danes na konkurenčnem globalnem trgu pričakujemo visoko pozitivno razmerje med ceno in kakovostjo. V teoretičnem delu diplomske naloge so predstavljene naslednje teme: cena in kakovost, odnos med njima in nakupni dejavniki, ki vplivajo na nakupno odločitev kupca. V okviru eksperimentalnega dela diplomske naloge je bilo izvedeno anketiranje obiskovalcev modne trgovine v slovenskem turističnem kraju. Na anketni vprašalnik so odgovarjali tako tuji kot domači turisti in domačini. Postavljeni sta bili dve hipotezi, ki sta bili preverjeni z analizo ankete. Rezultati so pokazali, da je domačim turistom cena pomembnejša od kakovosti, tujim turistom pa ravno nasprotno. Ugotovljeno je bilo, da potrošniki vedno bolj posegajo po kakovostnih izdelkih. Izkazalo se je tudi, da so domačini bolj pozorni na promocijske akcije, popuste ipd. Price and quality are factors that strongly influence a consumer’s purchasing decision. The purpose of the thesis was to explore the relationship between price and quality of clothing and fashion products. We were interested in how these factors influence the purchase decision of customers, as today in a competitive global market we expect a high positive price-quality ratio. The theoretical part of the diploma thesis presents the following topics: price and quality, the relationship between them and the purchasing factors that influence the purchase decision of the buyer. As part of the experimental part of diploma, a survey of visitors in a Slovenian tourist destination was conducted. Both foreign and domestic tourists and locals answered the survey questionnaire. Two hypotheses were posed, which were tested by survey analysis. The results showed that price is more important to domestic tourists than quality, while foreign tourists do the opposite. It was found that consumers are increasingly turning to quality products, and there has also been a disproportionate impact of price and quality (high price - poor quality and vice versa). It also turned out that the locals are paying more and more attention to promotional prices, promotions, discounts, etc. oblačila modni izdelki cena kakovost nakupna odločitev clothes fashion products price quality purchase decision true false false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2020-12-02 09:00:25 2020-12-02 09:00:30 2022-09-02 04:02:52 0000-00-00 00:00:00 2020 0 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1970-01-01 78112 6058.pdf 6058.pdf 1 43DC2C1C3389ABEA72B2F767111C1226 a36c910b6b6da5ecd1800270fe46ef9ce6556ff31a1efdd967f7d3384d54e6e5 15757154-a1bb-11eb-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=137447 Naravoslovnotehniška fakulteta 0 0 0