Istraživanje utjecaja prodajnog osoblja i digitalnih tehnologija na donošenje odluke o kupnji kod proizvođača i korisnika drvnih proizvoda

master's thesis

• Title (english): Implication of sale persons and digital technologies to purchase decision process of wood product manufacturers and users
• Author: Tamara Vuglek
• 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: 2020-07-10, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Wood Technology

Abstract

Proces donošenja odluke o kupnji pod utjecajem je brojnih čimbenika. Na primjer, ponašanje prodajnog osoblja može utjecati na namjeru kupovine potrošača. Nadalje, korištenje digitalnih tehnologija danas je postalo dostupno svakom pojedincu, stoga je u takvim uvjetima vrlo važno razumjeti na koji način i one mogu utjecati na proces donošenja odluke o kupnji proizvoda. Cilj rada bio je istražiti utjecaj prodajnog osoblja i digitalnih tehnologija na donošenje odluke o kupnji kod proizvođača i korisnika drvnih proizvoda. Istraživanje je provedeno u jednoj hrvatskoj tvrtki koja se bavi prodajom najpogodnijih proizvoda i materijala za izradu namještaja. Metoda prikupljanja podataka bio je anketni upitnik koji je razvijen na temelju prethodno definiranih ciljeva istraživanja, a ispitanici su bile dvije kategorije kupaca, maloprodajni i poslovni subjekti. Rezultati istraživanja pokazali su da prodajno osoblje ima značajnu ulogu u procesu donošenja odluke o kupnji i da ispitanici digitalne tehnologije smatraju vrlo korisnima kad je u pitanju kupovina namještaja po mjeri.

Abstract (english)

The buying decision process is influenced by a number of factors. For example, the behavior of sales staff may influence a consumer’s intent to purchase. Furthermore, the use of digital technologies has today become available to every individual, so in such conditions it is very important to understand how they can also influence the buying decision process. The aim of the paper was to investigate the influence of sales staff and digital technologies on making purchasing decisions from producers and users of wood products. The research was conducted in a Croatian company that sells the most suitable products and materials for making furniture. The data collection method was a survey questionnaire developed based on previously defined research objectives, and the respondents were two categories of customers, retail and business customers. The results of the research showed that sales staff play a significant role in the buying decision process and respondents believe digital technologies are very useful when it comes to buying custom-made furniture.

• Keywords: utjecaj prodajnog osoblja; digitalne tehnologije; donošenje odluke o kupnji; drvo i drvni proizvodi
• Keywords (english): impact of sales staff; digital technologies; buying decision process; wood products
• Language: croatian
• URN:NBN: urn:nbn:hr:108:878525
• 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: Access restricted to students and staff of home institution
• Created on: 2020-07-13 12:22:07