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Title:Povezanost med družbeno odgovornostjo organizacij in odzivi potrošnikov z vidika marketinga
Authors:Lambić, Ana (Author)
Marič, Miha (Mentor) More about this mentor... New window
Vukovič, Goran (Co-mentor)
Files:.pdf MAG_Lambic_Ana_2021.pdf (1,16 MB)
MD5: 617BB883AFC100A45D32FB87DD999E38
 
Language:Slovenian
Work type:Master's thesis/paper (mb22)
Typology:2.09 - Master's Thesis
Organization:FOV - Faculty of Organizational Sciences in Kranj
Abstract:Organizacije se kot posledica globalizacije soočajo z različnimi izzivi in močno konkurenco na tržišču. Posledično vedno pogosteje zasledimo pojem družbene odgovornosti organizacij, katero opredelimo kot zavedanje organizacij, da so del širše družbe ter da so odgovorne za svoje vplive, ki jih imajo na družbo in okolje. Le-ta ima pozitiven vpliv na odzive potrošnikov, kot so nakupni namen, zaupanje, zvestoba, zadovoljstvo, namen ponovnega nakupa, ugled, spoštovanje in pripravljenost večjega vložka. Namen dela je bil predstaviti teoretično podlago družbene odgovornosti organizacij in odzivov potrošnikov z vidika marketinga ter ugotoviti medsebojno povezanost med obravnavanima področjema. Za potrebe raziskave je bil uporabljen raziskovalni pristop, in sicer najprej s kritičnim pregledom sekundarnih virov literature in nato s kvantitativnim pristopom, za katerega so bili podatki zbrani z anketo. Sledila je interpretacija ugotovitev. Raziskava je pokazala, da je družbena odgovornost organizacij zelo pomemben dejavnik pri odločitvi za nakup pri potrošnikih, pri katerih je na podlagi raziskave moč zaznati pomanjkanje informacij z obravnavanega področja. Družbena odgovornost organizacij ima pozitiven vpliv na vse omenjene odzive potrošnikov, ki pa se razlikujejo glede na starost potrošnika. Družbena odgovornost organizacij je pomembna metoda za razvoj dolgotrajnega dobrega odnosa z deležniki, zato je zelo pomembno celovito poznavanje področja, ki ima pozitiven vpliv na obnašanje potrošnikov.
Keywords:družbena odgovornost organizacij, odzivi potrošnikov, marketing, organizacija, management
Year of publishing:2021
Source:Maribor
COBISS_ID:58303491 New window
NUK URN:URN:SI:UM:DK:NPH1KJHO
Views:139
Downloads:72
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Categories:FOV
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Licences

License:CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Link:http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:02.03.2021

Secondary language

Language:English
Title:Relations between corporate social responsibility and consumers' responses from marketing's perspective
Abstract:As a result of globalization, organizations face different challenges and tough competition in the market. Consequently, organisations increasingly often use the term corporate social responsibility, also defined as a business model that helps organisations become aware that they are responsible for the influence they have on the society and the environment, which they are a part of. Corporate social responsibility also has a positive impact on consumers’ responses, such as purchase intentions, trust, loyalty, satisfaction, repurchase intention, reputation, respect and willingness to invest more. The purpose of the paper was to present the theoretical basis of corporate social responsibility and consumers' responses in terms of marketing and to establish mutual relations between the two fields. For our research, we first used a research approach, carrying out a critical review of secondary sources of literature. We continued with a quantitative approach and conducted a survey, and concluded the paper with the interpretation of the findings. We established that corporate social responsibility is a highly important factor in consumers' purchasing decisions, although the lack of information in the field can be detected. We determined that corporate social responsibility has a positive impact on all the consumers’ responses, which vary according to their age. Corporate social responsibility is an important method for developing a good and long-lasting relationship with stakeholders. Consequently, it is very important to have a comprehensive knowledge of the field, which has a positive impact on consumer behaviour.
Keywords:corporate social responsibility, consumers’ responses, marketing, organisation, management


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