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graduate thesis
Psihološko određivanje cijena
2024. urn:nbn:hr:277:338594
Krnčević, Sara
Josip Juraj Strossmayer University of Osijek
Faculty of Tourism and Rural Development in Pozega

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Krnčević, S. (2024). Psihološko određivanje cijena (Graduate thesis). Požega: Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Pozega. Retrieved from https://urn.nsk.hr/urn:nbn:hr:277:338594

Krnčević, Sara. "Psihološko određivanje cijena." Graduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Pozega, 2024. https://urn.nsk.hr/urn:nbn:hr:277:338594

Krnčević, Sara. "Psihološko određivanje cijena." Graduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Pozega, 2024. https://urn.nsk.hr/urn:nbn:hr:277:338594

Krnčević, S. (2024). 'Psihološko određivanje cijena', Graduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Pozega, accessed 23 November 2024, https://urn.nsk.hr/urn:nbn:hr:277:338594

Krnčević S. Psihološko određivanje cijena [Graduate thesis]. Požega: Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Pozega; 2024 [cited 2024 November 23] Available at: https://urn.nsk.hr/urn:nbn:hr:277:338594

S. Krnčević, "Psihološko određivanje cijena", Graduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Pozega, Požega, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:277:338594

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Metadata
TitlePsihološko određivanje cijena
Title (english)Psyhological Pricing
AuthorSara Krnčević
MentorKatarina Potnik Galić (mentor)
Committee memberBarbara Pisker (predsjednik povjerenstva)
Committee memberKatarina Potnik Galić (član povjerenstva)
Committee memberKatarina Štavlić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Tourism and Rural Development in Pozega
Požega
Defense date and country2024-09-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Cijena određenoj skupini potrošača predstavlja mjerilo kvalitete. Unatoč činjenici da je stvarna cijena koštanja jednog para tenisica nekog poznatog branda puno jeftinija od tržišne cijene istog, određena skupina potrošača je spremna izdvojiti za isti par tenisica i tri puta višu cijenu jer je za njih ta cijena sinonim za kvalitetu, poznati brand ili nešto treće. Isto tako, troškovi proizvodnje bočice nekog poznatog parfema su trideset puta niži od tržišne cijene istog, ali određena skupina potrošača će izdvojiti i taj visoki iznos jer za njih ta cijena označava nešto posebno. Stoga se razvio psihološki pristup određivanja cijena, odnosno pristup koji razmatra psihologiju cijena, a ne samo ekonomiku. Cijena se koristi zato da bi nešto rekla o proizvodu. U nastavku ovog rada detaljnije su prikazani neki od psiholoških pristupa određivanja cijena proizvodima odnosno uslugama, a oni su: cijene niže od okruglog broja, efekt lijeve znamenke, prestižno određivanje cijena te određivanje cijene skupini proizvoda.
Abstract (english)
Price is a measure of quality for a certain group of consumers. Despite the fact that the actual price of a pair of sneakers of a well-known brand is much cheaper than the market price of the same, a certain group of consumers is ready to pay three times the price for the same pair of sneakers, because for them that price is synonymous with quality, a well-known brand or something else. Likewise, the cost of producing a bottle of a well-known perfume is thirty times lower than the market price of the same, but a certain group of consumers will separate even that high amount because for them that price means something special. Therefore, a psychological approach to pricing has developed, that is, an approach that considers the psychology of prices, rather than just economics. The price is used to say something about the product. In the continuation of this paper, some of the psychological approaches to determining the prices of products and services are presented in more detail, and they are: prices lower than the round number, the left digit effect, prestigious pricing and pricing of a group of products.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:277:338594
Study programmeTitle: Specialist Graduate Professional Study - Commerce
Study programme type: professional
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-10-23 09:07:15