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MARKETING INFORMATION SYSTEM FOR DISCOVERING CONSUMER PREFERENCES IN THE PURCHASE DECISION MAKING PROCESS

Brano Markić ; Faculty of Economy, University of Mostar, Mostar, Bosnia and Herzegovina
Slavo Kukić ; Faculty of Economy, University of Mostar, Mostar, Bosnia and Herzegovina
Dražena Tomić ; Faculty of Economy, University of Mostar, Mostar, Bosnia and Herzegovina

Puni tekst: hrvatski, pdf (1 MB) str. 16-22 preuzimanja: 1.614* citiraj
APA 6th Edition
Markić, B., Kukić, S. i Tomić, D. (2008). MARKETING INFORMACIJSKI SUSTAVI ZA OTKRIVANJE PREFERNCIJA POTROŠAČA U PROCESU DONOŠENJA ODLUKA O KUPOVINI. Informatologia, 41 (1), 16-22. Preuzeto s https://hrcak.srce.hr/21823
MLA 8th Edition
Markić, Brano, et al. "MARKETING INFORMACIJSKI SUSTAVI ZA OTKRIVANJE PREFERNCIJA POTROŠAČA U PROCESU DONOŠENJA ODLUKA O KUPOVINI." Informatologia, vol. 41, br. 1, 2008, str. 16-22. https://hrcak.srce.hr/21823. Citirano 09.03.2021.
Chicago 17th Edition
Markić, Brano, Slavo Kukić i Dražena Tomić. "MARKETING INFORMACIJSKI SUSTAVI ZA OTKRIVANJE PREFERNCIJA POTROŠAČA U PROCESU DONOŠENJA ODLUKA O KUPOVINI." Informatologia 41, br. 1 (2008): 16-22. https://hrcak.srce.hr/21823
Harvard
Markić, B., Kukić, S., i Tomić, D. (2008). 'MARKETING INFORMACIJSKI SUSTAVI ZA OTKRIVANJE PREFERNCIJA POTROŠAČA U PROCESU DONOŠENJA ODLUKA O KUPOVINI', Informatologia, 41(1), str. 16-22. Preuzeto s: https://hrcak.srce.hr/21823 (Datum pristupa: 09.03.2021.)
Vancouver
Markić B, Kukić S, Tomić D. MARKETING INFORMACIJSKI SUSTAVI ZA OTKRIVANJE PREFERNCIJA POTROŠAČA U PROCESU DONOŠENJA ODLUKA O KUPOVINI. Informatologia [Internet]. 2008 [pristupljeno 09.03.2021.];41(1):16-22. Dostupno na: https://hrcak.srce.hr/21823
IEEE
B. Markić, S. Kukić i D. Tomić, "MARKETING INFORMACIJSKI SUSTAVI ZA OTKRIVANJE PREFERNCIJA POTROŠAČA U PROCESU DONOŠENJA ODLUKA O KUPOVINI", Informatologia, vol.41, br. 1, str. 16-22, 2008. [Online]. Dostupno na: https://hrcak.srce.hr/21823. [Citirano: 09.03.2021.]

Sažetak
Discovering consumer preferences is complex research task. It is remarkable the product selection process and it purchase is based on multiple dimensions, criteria and factors which converge in the consumer conscious at the purchase moment. In the paper is proposed that the consumer always sets some criteria and using relative importance their subjective assessments, makes decisions and selects some alternative. The process of purchase is isomorphic to product. With another words the purchasing process follows some rules and regularities independent on product of purchase. We suppose that the purchase is based on evaluation more criteria and alternatives. Because is necessary to collect a huge number of data, perform complex calculations on data and get the knowledge about consumer preferences. Such research task is possible complete only building up of adequate marketing decision support system.

Ključne riječi
marketing information system; consumer preferences; analytical hierarchical process; inconsistency factor

Hrčak ID: 21823

URI
https://hrcak.srce.hr/21823

[hrvatski]

Posjeta: 3.191 *