Strateško nakupno vedenje : vedenje porabnikov v primeru nakupa hiše

Kos Koklič, Mateja (author), Vida, Irena (author)

Cilj prispevka je uporabiti obstoječe znanje na področju vedenja porabnikov za strateško nakupno vedenje, npr. v primeru nakupa hiše, in sicer z oblikovanjem ter empirično preveritvijo zastavljenega konceptualnega modela. S kvalitativno raziskavo smo dognali, da kognitivni in racionalni dejavniki premalo pojasnijo vedenje porabnikov, ko so ti visoko vpleteni v nakup izdelka, kot je hiša. Poleg posameznikovih lastnosti je treba upoštevati nakupno situacijo, dejavnike okolja, vlogo čustev, izkušenj, podzavesti, potreb in ciljev.

• Language: Slovenian
• Work type: Not categorized
• Typology: 1.01 - Original Scientific Article
• Organization: FDV - Faculty of Social Sciences
• Year: 2008
• Number of pages: Str. 535-551
• Numbering: Letn. 45, št. 5
• PID: 20.500.12556/RUL-22979
• UDC: 330.567.2:303.022
• ISSN on article: 0040-3598
• COBISS.SI-ID: 28020573
• Publication date in RUL: 11.07.2014

Record is a part of a journal

• Title: Teorija in praksa : revija za družbena vprašanja
• Shortened title: Teor. praksa
• Publisher: Fakulteta za družbene vede
• ISSN: 0040-3598
• COBISS.SI-ID: 763652

Secondary language

• Language: English

Abstract

The aim of this study is to apply the existing knowledge in the field of consumer behaviour to strategic consumer buying behaviour, such as home purchase, by developing and empirically testing a conceptual model. The results of our qualitative research suggest that cognitive and rational factors do not offer sufficient explanation of consumer behaviour in the case of a high-involvement product such as a house. In addition to the idiosyncratic characteristics of the customer, his/her personal situation and environmental factors, the role of feelings, experience, subconscious factors, needs and goals should to be taken into account.