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Vpliv epidemije covid-19 na potrošnjo luksuznih izdelkov : diplomsko deloNadižar, Nastja TiaKoncept luksuza ima svoje korenine daleč v preteklosti in je že od nekdaj povezan z nečim, kar presega nujne, osnovne potrebe. Da lahko govorimo o luksuzu, moramo najprej opredeliti pojem, kaj luksuz ... pravzaprav je, in le-ta je lahko razumljen na več načinov. Luksuz poleg svoje funkcionalne vrednosti potrošniku nudi tudi širši nabor ugodnosti, kar mu daje dodatno vrednost. Potrošnja luksuznih dobrin je v zadnjem desetletju postala dinamična in rastoča – tako v obsegu kot tudi v ponudbi in vplivu na potrošnike. Ukrepi, namenjeni zajezitvi virusa covid-19, so imeli vpliv na nakupne navade potrošnikov. Potrošnjo luksuznih dobrin namreč pogosto povezujemo z dobrim počutjem ter visokimi in stabilnimi prihodki. V diplomskem delu sem se želela osredotočiti na to, kako posledice epidemije covid-19 vplivajo na luksuzno potrošnjo in na vrednotenje luksuznih dobrin. Na to vprašanje sem poskušala odgovoriti s pomočjo analize primarnih in sekundarnih virov, v empiričnem delu sem si pomagala še z metodo anketnega vprašalnika. Ugotovitve kažejo na to, da je epidemija covid-19 na trg luksuznih dobrin vplivala tako negativno kot tudi pozitivno. Velik delež anketirancev je potrdil, da so pred epidemijo več denarja namenili nakupu luksuznih dobrin, prišlo je tudi do sprememb v strukturi luksuzne potrošnje. Po drugi strani je prišlo tudi do naraščajoče priljubljenosti spletnega nakupovanja luksuznih dobrin in do spodbude blagovnim znamkam, naj sprejmejo nove paradigme ustvarjanja vrednosti in se tako prilagodijo novonastali situaciji.Type of material - undergraduate thesis ; adult, seriousPublication and manufacture - Ljubljana : [N. T. Nadižar], 2022Language - slovenianCOBISS.SI-ID - 123269891
Author
Nadižar, Nastja Tia
Other authors
Burger, Anže, 1979-
Topics
Vedenje potrošnikov |
Izbira blagovne znamke |
Covid-19 |
Univerzitetna in visokošolska dela |
luksuz |
epidemija |
nakupno vedenje |
blagovna znamka |
luxury |
an epidemic |
consumer behaviour |
brand
Library/institution |
City | Acronym | For loan | Other holdings |
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FSS, J. Goričar Central Social Sciences Library, Ljubljana | Ljubljana | ODKLJ |
not for loan 1 cop.
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Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Nadižar, Nastja Tia | |
Burger, Anže, 1979- | 24345 |
Source: Personal bibliographies
and: SICRIS
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