Title Analiza marketinških trikova na primjeru velikih trgovačkih lanaca u Hrvatskoj
Title (english) Analysis of Marketing Tricks in the Example of Mayor Retail Chains in Croatia
Author Ivana Dražetić
Mentor Mateja Plenković (mentor)
Committee member Mario Bara (predsjednik povjerenstva)
Committee member Miriam Mary Brgles (član povjerenstva)
Committee member Mateja Plenković (član povjerenstva)
Granter Catholic University of Croatia (Department of Sociology) Zagreb
Defense date and country 2023-10-06, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Sociology
Abstract Potrošačko društvo mijenja se neizmjernom brzinom. Tehnologija i ekspanzija online umreženosti jedna je od ključnih stavki promjena. Govoreći o marketingu kao o dijelu potrošačkog društva, razvidno je da i on doživljava transformacije. Naglasak je na brzini i efikasnosti, kakvima postaju i sami marketinški trikovi. Razne marketinške prakse razvijale su se kroz povijest i postajale sve kompleksnije. Ovaj rad tematizira marketinške trikove kao pojavu koja potencijalno oblikuje ponašanje potrošača bez da su toga izravno svjesni. Jasno je da potrošačke prakse nisu isključivo odraz slobodne volje, nego i rezultat djelovanja marketinških stručnjaka. U teorijskom dijelu rada prikazane su različite metode kojima se korporacije služe kako bi poboljšale prodaju pomoću marketinških trikova.
Empirijski dio rada obuhvaća istraživanje načina korištenja marketinških trikova kod trgovačkih lanaca Konzuma, Lidla, dm-a i Müllera. Analiza marketinških trikova provedena je kroz intervju s marketinškim stručnjacima te kroz analizu sadržaja reklama i promotivnih video zapisa. Ciljevi istraživanja su utvrditi koje marketinške trikove najčešće planiraju i koriste navedene korporacije (intervju) te utvrditi glavna obilježja korištenja marketinga i marketinške trikove u reklamama i promotivnim videima navedenih korporacija (analiza sadržaja). Istraživanjem je utvrđeno da planirano koriste trikove poput pozicioniranja proizvoda, trikove vezane uz boje i glazbu, manipulacije cijenama, hitnost proizvoda, grupiranje proizvoda, antropomorfizam te djelomično manipulaciju emocijama. Dobiveni rezultati ukazuju na postojanje marketinških trikova u reklamama i promotivnim video zapisima, a odnose se na stimulativne riječi, prikaz hrane ili poticanje želje za kupnju, korištenje humora, ciljanje na emocije, antropomorfizam, korištenje poznatih osoba, poklapanje vizualnih i audio elemenata te smjer reklama.
Abstract (english) Consumer society is changing at an immense pace, with technology and the expansion of online connectivity being one of the key drivers of these changes. Speaking of marketing as a part of consumer society, it is evident that it is also undergoing transformations. The emphasis is on speed and efficiency, which also applies to marketing tricks. Various marketing practices have evolved throughout history and have become increasingly complex. This paper addresses marketing tricks as a phenomenon that potentially shapes consumer behavior without them being directly aware of it. It is clear that consumer practices are not solely a reflection of free will but also the result of the actions of marketing professionals.
In the theoretical part of the paper, different methods used by corporations to improve sales through marketing tricks are presented. The empirical part of the research includes an investigation of how marketing tricks are used by retail chains such as Konzum, Lidl, dm, and Müller. The analysis of marketing tricks was conducted through interviews with marketing experts and the examination of the content of advertisements and promotional videos. The research aims to determine which marketing tricks are most commonly planned and used by these corporations (interview) and to identify the main characteristics of marketing and the use of marketing tricks in the advertisements and promotional videos of these corporations (content analysis). The research found that corporations intentionally use tricks such as product placement, tricks related to colour and music, price manipulation, creating a sense of urgency, product grouping, anthropomorphism, and partially emotional manipulation. The obtained results indicate the existence of marketing tricks in both advertisements and promotional videos of corporations, including the use of trigger words, food depiction or instigation of the desire to buy, the use of humour, targeting emotions, as well as anthropomorphism, the use of celebrities, matching visual and audio elements, and the direction of advertisements.
Keywords
marketinški trikovi
reklame
trgovački lanci
Keywords (english)
marketing tricks
advertisements
retail chains
Language croatian
URN:NBN urn:nbn:hr:224:018999
Study programme Title: Department of Sociology Study programme type: university Study level: graduate Academic / professional title: magistar/magistra sociologije (magistar/magistra sociologije)
Type of resource Text
File origin Born digital
Access conditions Access restricted to students and staff of home institution
Terms of use
Repository Digital Repository of the Catholic University of Croatia
Created on 2023-10-13 08:35:23