Diploma Thesis from the year 2010 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, University of Tuzla, language: Croatian, abstract: Potro?a?i su sve vi?e obrazovani i informisani o ponudi proizvoda i usluga. Stoga oni na osnovu sve ve?eg broja informacija i vlastitog rasu?ivanja odabiru ono ?to je uskla?eno s njihovim potrebama. U uslovima sve bogatije ponude proizvoda i usluga razumijevanje i prilagodba potro?a?evim motivima i pona?anju postaju sve vi?e imperativ, a ne opcija za sve preduzetnike koji ?ele uspjeti na tr?i?tu. Na pona?anje potro?a?a mo?e se uticati jedino uz prilago?avanje elemenata marketin?kog spleta potro?a?evim potrebama. Uticaji na potro?a?a moraju biti dru?tveno prihvatljivi, jer njihove potrebe i motivi za potro?nju su stvarni, a njihovo zadovoljenje korisnim proizvodima korist je kako za potro?a?a, tako i za dru?tvo u cjelini. Ovo je va?no za kreiranje propagandnih poruka. Poruke kreirane prema standardima dobrog ukusa i etike uti?u ne samo na zadovoljavanjr ?elja i potreba potro?a?a, nego ?ire op?u kulturu i pove?avaju proizvodnju, a time doprinose op?oj dobrobiti cjelokupnog dru?tva. Osjetljivost pona?anja potro?a?a je posebno izra?ena kod uslu?ivanja. Zbog svega navedenoga, u ovom radu ?e se nastojati ukazati na klju?ne specifi?nosti kod pona?anja potro?a?a u procesu kori?tenja usluga. **** Consumers have become more and more educated and informed about the offer of different products and services. Therefore, based on the increased number of information and their own judgement they choose according to their needs. In conditions where there is a rich offer of different products and services, understanding and adjustment to consumer's needs and behaviour has become an imperativ, and not just an option for all entrepreneurs who want to succeed on the market. Consumers behaviour can be influenced only through adjustment of elements of marketing range to consumer's needs. [...] The sensitivity of consumer behavior is especially emphasized in serving. Therefore, this paper will try to point out the key specifics of the behavior of consumers in the process of using the services.
