FAKTORI KOJI UTIČU NA PONAŠANJE POTROŠAČA
FACTORS INFLUENCING THE BEHAVIOR OF CONSUMERS

Summary/Abstract: The consumer is the key component of marketing. In order to define good marketing plans, consumer research is of great importance – their characteristics and needs, life styles and decision making processes, and making good decisions for the marketing mix based on that. The task of the marketing expert is to understand what goes on in the subconsciousness or the black box of the consumers among the extreme stimulus and the decision on the purchase.

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