Uloga prodajnog osoblja i elektroničke trgovine na donošenje odluke o kupnji proizvoda od drva

master's thesis

• Title (english): The role of sale persons and e-commerce in wood products purchase decision process
• Author: Nikola Rukavina
• Mentor: Andreja Pirc Barčić (mentor)
• Committee member: Andreja Pirc Barčić (predsjednik povjerenstva)
• Committee member: Darko Motik (član povjerenstva)
• Committee member: Maja Moro (član povjerenstva)
• Granter: University of Zagreb; Faculty of Forestry and Wood Technology; (Institute of Production Organisation); Zagreb
• Defense date and country: 2023-03-31, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Wood Technology

Abstract

Tržište drva i drvnih proizvoda, kao i druga tržišta, pod utjecajem su ubrzanog razvoja i primorani su slijediti trendove koji se konstantno mijenjaju kako bi zadovoljilo potrebe i želje svojih krajnjih potrošača. Donošenje odluke o kupnji je složeni proces na koji utječu razni čimbenici koji imaju veze sa individualnim osobinama čovjeka i psihološkim procesima. Danas više nije dovoljno kupcu ponuditi samo proizvod zadovoljavajuće kvalitete i funkcionalnosti, nego i iskustvo kupnje istog. Prodajno osoblje u tom smislu ima važnu ulogu, ali s druge strane obzirom da živimo u digitalnom dobu, digitalizacija prodaje drvnih proizvoda je neizbježna. Cilj rada je utvrditi ulogu prodajnog osoblja i primjene elektroničke trgovine na donošenje odluke o kupnji proizvoda od drva.

Abstract (english)

The market of wood and wood products as well as other markets is under the influence of accelerated development and is forced to follow constantly changing trends in order to satisfy the needs and wishes of its end consumers. Making a purchase decision is a complex process that is influenced by various factors related to individual human characteristics and psychological processes. Today it is no longer enough to offer the customer only a product of satisfactory quality and functionality, but also the experience of buying it. In this sense, the sales staff has an important role, but on the other hand, given that we live in the digital age, the digitalization of the sale of wood products is inevitable. The aim of the work is to determine the role of sales staff and the application of electronic commerce in making a decision on the purchase of wood products.

• Keywords: utjecaj prodajnog osoblja; elektronička trgovina; donošenje odluke o kupnji; drvo i drvni proizvodi
• Keywords (english): Influence of sales staff; electronic commerce; making a purchase decision; wood and wood products
• Language: croatian
• URN:NBN: urn:nbn:hr:108:547901
• Study programme: Title: Wood Products Design; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra inženjer/inženjerka drvne tehnologije (magistar/magistra inženjer/inženjerka drvne tehnologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-04-18 07:36:12