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Journal of Engineering Management and Competitiveness (JEMC)
2017, vol. 7, br. 1, str. 11-19
jezik rada: engleski
vrsta rada: izvorni naučni članak
doi:10.5937/jemc1701011B

Creative Commons License 4.0
Iskustvo potrošača i uloga promocije na tržištu mobilnih uređaja
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e-adresa: mihaljbakator@gmail.com

Sažetak

U ovom radu analizirali su se promocija i brend proizvoda kao uticajni faktori na zadovoljstvo potrošača. Istraživanje je sprovedeno putem upitnika. Cilj rada je bio analiza i definisanje korelacije između varijbali kao što su privredna propaganda, kvalitet proizvoda, lojalnost brendu i zadovoljstvo potrošača. Prikupljeni podaci su se statički obradili i urađen je i t-test kako bi se utvrdilo da li postoji statistički značajna greška. Urađena je i Pirsenova korelacija koja je za sve četiri pomoćne hipoteze bila pozitivna. Istraživanje je pružilo uvid u problematiku i učvrstila je teorijska istraživanja o uticaju privredne propagande na ponašanje potrošača kao i koncepta lojalnosti brendu i kvaliteta proizvoda. Dalji rezultati su prikazani u radu.

Ključne reči

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