FSS, J. Goričar Central Social Sciences Library, Ljubljana (ODKLJ)
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Večdimenzionalnost koncepta referenčne cene in njen vpliv na porabnikaDremelj, Nina ; Golob, Urša, 1977-Pojem referenčne cene postaja vedno bolj priljubljen in se vse več uporablja pri modeliranju cenovnih vplivov na porabnikovo nakupno vedenje. Postavljanje in komuniciranje prave cene je za podjetja ... na današnjem prenasičenem trgu pravi izziv. Vsakodnevno se soočajo z vprašanji, kako pritegniti omejeno pozornost porabnika in ga prepričati, da so ravno njihovi izdelki prava izbirazanj. Prispevek nudi bogat teoretični vpogled v procese oblikovanja, uporabe in učinke referenčne cene. Opozarja na koristi in možne posledice vpliva tržnega komuniciranja in vrste prodajalne na vrednotenje ponudbe. Prispevek empirično preverja vpliv referenčne cene in različnih zunanjih dražljajev na vrednotenje ponudbe - za to smo uporabili metodo eksperimenta. Rezultati kažejo, da porabniki za vrednotenje ponudbe uporabljajo modele referenčnih cen. Ugotovimo tudi, da primerjalno oglaševanje, za razliko od vrste prodajalne, nima vpliva na vrednotenje ponudbe. Dognanja o vplivu referenčne cene na vrednotenje ponudbe pa se razlikujejo glede na eksperimentalno skupino. Na podlagi ugotovljenega ponudimo nekaj smernic in predlogov za nadaljnje raziskovanje ter poudarimo, kaj ugotovitve pomenijo za sfero marketinga.Source: Akademija MM : slovenska znanstvena revija za trženje. - ISSN 1408-1652 (Letn. 13, št. 21, 2013, str. 79-92)Type of material - article, component partPublish date - 2013Language - slovenianCOBISS.SI-ID - 32343645
Author
Dremelj, Nina |
Golob, Urša, 1977-
Topics
Cene |
Prices |
Tržno komuniciranje |
Marketing communication |
Vedenje potrošnikov |
Consumer behavior
source: Akademija MM : slovenska znanstvena revija za trženje. - ISSN 1408-1652 (Letn. 13, št. 21, 2013, str. 79-92)
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Dremelj, Nina | |
Golob, Urša, 1977- | 28675 |
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