| Understanding purchasing and consumption behaviour is a key challenge for marketers. |
Razumevanje nakupnega in potrošniškega vedenja je ključni izziv za oglaševalce. |
| Consumer behaviour, in its broadest sense, is concerned with understanding both how purchase decisions are made and how products or services are consumed or experienced. |
Potrošniško vedenje v najširšem pomenu pomeni razumevanje, kako prihaja do nakupnih odločitev in kako se izdelki ali storitve porabljajo ali doživljajo. |
| Some purchase decisions involve long, detailed processes that include extensive information search to select between competing alternatives. |
Nekatere nakupne odločitve so dolgotrajni in podrobni postopki, ki vključujejo obsežno iskanje informacij za odločitev med konkurenčnimi alternativami. |
| Other purchase decisions, such as impulse buys or habitual purchases, are made almost instantaneously with little or no investment of time or effort in information search. |
Druge nakupne odločitve, kot so impulzivni nakupi ali stalni nakupi, so sprejete skoraj takoj, pri čemer se v iskanje informacij vlaga malo ali nič časa ali truda. |
| Some purchase decisions are made by groups (such as families, households or businesses) while others are made by individuals. |
Nekatere nakupne odločitve sprejemajo skupine (na primer družine, gospodinjstva ali podjetja), druge pa posamezniki. |
| When a purchase decision is made by a small group, such as a household, different members of the group may become involved at different stages of the decision process and may perform different roles. |
Kadar nakupno odločitev sprejema majhna skupina, na primer gospodinjstvo, so lahko različni člani skupine vključeni v različnih fazah procesa odločanja in imajo različne vloge. |
| For example, one person may suggest the purchase category, another may search for product-related information while yet another may physically go to the store, buy the product and transport it home. |
Ena oseba lahko na primer predlaga kategorijo nakupa, druga poišče informacije o izdelku, tretja pa gre fizično v trgovino, kupi izdelek in ga prinese domov. |
| It is customary to think about the types of decision roles; such as: |
Običajno govorimo o vrstah odločevalskih vlog, kot so: |
| The Initiator |
Pobudnik |
| the person who proposes a brand (or product) for consideration (something in return); |
oseba, ki predstavi blagovno znamko (ali izdelek) (v zameno za nekaj); |
| The Influencer |
Vplivnež |
| someone who recommends a given brand; |
oseba, ki priporoča določeno blagovno znamko; |
| The Decider |
Odločevalec |
| the person who makes the ultimate purchase decision; |
oseba, ki sprejme končno odločitev o nakupu; |
| The Purchaser |
Kupec |
| the one who orders or physically buys it; |
oseba, ki izdelek naroči ali fizično kupi; |
| The User |
Uporabnik |
| the person who uses or consumes the product. |
oseba, ki izdelek uporablja ali ga potroši. |
| In a family unit, the adult female often makes brand choices on behalf of the entire household, while children can be important influencers |
V krogu družine odrasla ženska pogosto izbira blagovno znamko v imenu celotnega gospodinjstva, medtem ko so otroci lahko pomembni vplivneži. |
