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master's thesis
POTROŠAČKE PREFERENCIJE GENERACIJE Z
2024. urn:nbn:hr:172:962176
Gospodnetić, Tanja
University of Split
Faculty of Humanities and Social Sciences

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Gospodnetić, T. (2024). POTROŠAČKE PREFERENCIJE GENERACIJE Z (Master's thesis). Split: University of Split, Faculty of Humanities and Social Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:172:962176

Gospodnetić, Tanja. "POTROŠAČKE PREFERENCIJE GENERACIJE Z." Master's thesis, University of Split, Faculty of Humanities and Social Sciences, 2024. https://urn.nsk.hr/urn:nbn:hr:172:962176

Gospodnetić, Tanja. "POTROŠAČKE PREFERENCIJE GENERACIJE Z." Master's thesis, University of Split, Faculty of Humanities and Social Sciences, 2024. https://urn.nsk.hr/urn:nbn:hr:172:962176

Gospodnetić, T. (2024). 'POTROŠAČKE PREFERENCIJE GENERACIJE Z', Master's thesis, University of Split, Faculty of Humanities and Social Sciences, accessed 06 November 2024, https://urn.nsk.hr/urn:nbn:hr:172:962176

Gospodnetić T. POTROŠAČKE PREFERENCIJE GENERACIJE Z [Master's thesis]. Split: University of Split, Faculty of Humanities and Social Sciences; 2024 [cited 2024 November 06] Available at: https://urn.nsk.hr/urn:nbn:hr:172:962176

T. Gospodnetić, "POTROŠAČKE PREFERENCIJE GENERACIJE Z", Master's thesis, University of Split, Faculty of Humanities and Social Sciences, Split, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:172:962176

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Metadata
TitlePOTROŠAČKE PREFERENCIJE GENERACIJE Z
AuthorTanja Gospodnetić
MentorSanja Stanić (mentor)
Committee memberZorana Šuljug Vučica (predsjednik povjerenstva)
Committee memberToni Popović (član povjerenstva)
Committee memberSanja Stanić (član povjerenstva)
GranterUniversity of Split
Faculty of Humanities and Social Sciences
Split
Defense date and country2024, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Sociology
Abstract
Ovaj rad istražuje potrošačko ponašanje generacije Z s područja Splita i okolice, s posebnim naglaskom na njihove digitalne navike i preferencije. Generacija Z, odrasla u digitalnom dobu, pokazuje jedinstvene karakteristike poput visoke digitalne povezanosti, multitaskinga, i osviještenosti o društvenim pitanjima, što ima značajan utjecaj na njihove potrošačke odluke. Kroz teorijski pregled i empirijsko istraživanje, analizirani su ključni faktori koji utječu na njihove odluke o kupovini, kao što su digitalna transformacija, personalizacija usluge i društvena odgovornost brendova. Rezultati istraživanja ukazuju na važnost prilagodbe marketinških strategija potrebama i očekivanjima ove generacije, s posebnim naglaskom na lokalni kontekst Splita. Također su identificirane smjernice za buduća istraživanja i primjenu u praksi, s ciljem boljeg razumijevanja i zadovoljavanja potreba generacije Z.
Abstract (english)
This thesis explores the consumer behavior of Generation Z in the Split area, with a particular focus on their digital habits and preferences. Generation Z, having grown up in the digital age, exhibits unique characteristics such as high digital connectivity, multitasking, and social consciousness, significantly influencing their purchasing decisions. Through a theoretical review and empirical research, key factors affecting their buying decisions are analyzed, including digital transformation, service personalization, and brand social responsibility. The research findings highlight the importance of adapting marketing strategies to meet the needs and expectations of this generation, with a special emphasis on the local context of Split. Additionally, guidelines for future research and practical applications are identified, aiming to better understand and meet the needs of Generation Z.
Keywords
Languagecroatian
URN:NBNurn:nbn:hr:172:962176
Study programmeTitle: Sociology
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra sociologije (magistar/magistra sociologije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-09-20 12:37:11