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Evaluation of factors in buying decision process of furniture consumers by applying AHP method
ID
Oblak, Leon
(
Avtor
),
ID
Pirc Barčić, Andreja
(
Avtor
),
ID
Klarić, Kristina
(
Avtor
),
ID
Kitek Kuzman, Manja
(
Avtor
),
ID
Grošelj, Petra
(
Avtor
)
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Izvleček
There are not many wooden products that consumers would buy on pure impulse. Their decision regarding the purchase of a product normally undergoes a process of consideration – the more expensive the product, the more thorough the consideration. The consumer buying decision process consists of five stages: need recognition, search for information, alternatives evaluation, purchase decision and post-purchase behaviour. A company must establish what is important for consumers in each stage of this process. On the basis of these findings, the company must define the measures to influence consumers in individual phases. In this study, the analytic hierarchy process was used to analyse the buying behaviour of potential furniture buyers. Slovenian and Croatian marketing experts were asked about the habits, requests and needs of furniture buyers. The results of the research can serve as useful information for companies producing wooden products in the formulation of successful marketing strategies.
Jezik:
Angleški jezik
Ključne besede:
buyer decision process
,
buying behaviour
,
wood company
,
furniture
,
AHP
Tipologija:
1.01 - Izvirni znanstveni članek
Organizacija:
BF - Biotehniška fakulteta
Status publikacije:
Objavljeno
Različica publikacije:
Objavljena publikacija
Leto izida:
2017
Št. strani:
Str. 37-43
Številčenje:
Vol. 68, no. 1
PID:
20.500.12556/RUL-132485
UDK:
67
ISSN pri članku:
0012-6772
DOI:
10.5552/drind.2017.1625
COBISS.SI-ID:
2683529
Datum objave v RUL:
27.10.2021
Število ogledov:
830
Število prenosov:
182
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Objavi na:
Gradivo je del revije
Naslov:
Drvna industrija : scientific journal of wood technology = znanstveni časopis za pitanja drvne tehnologije
Skrajšan naslov:
Drv. ind.
Založnik:
University of Zagreb, Faculty of Forestry and Wood Technology
ISSN:
0012-6772
COBISS.SI-ID:
2858754
Sekundarni jezik
Jezik:
Hrvaški jezik
Ključne besede:
pohištvena industrija
,
nakupne odločitve
,
AHP metoda
,
analiza
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