{"id":10837,"date":"2023-03-14T16:04:05","date_gmt":"2023-03-14T15:04:05","guid":{"rendered":"https:\/\/www.euroekonom.sk\/?p=10837"},"modified":"2024-05-13T14:57:21","modified_gmt":"2024-05-13T12:57:21","slug":"spotrebitelia-v-kulturno-spolocenskom-prostredi","status":"publish","type":"post","link":"https:\/\/www.vrtulniky.sk\/news\/spotrebitelia-v-kulturno-spolocenskom-prostredi\/","title":{"rendered":"Spotrebitelia v kult\u00farno-spolo\u010denskom prostred\u00ed"},"content":{"rendered":"

Kult\u00farne prostredie<\/h2>\n

Kult\u00farne prostredie, v ktorom jedinec \u017eije, m\u00e1 v\u00fdznamn\u00fd vplyv na jeho spotrebite\u013esk\u00e9 spr\u00e1vanie. Ka\u017ed\u00e9 die\u0165a vyrast\u00e1 v ur\u010ditej spolo\u010dnosti a u\u017e od ran\u00e9ho veku preber\u00e1 od svojej rodiny a in\u00fdch spolo\u010densk\u00fdch in\u0161tit\u00faci\u00ed spr\u00e1vanie, z\u00e1kladn\u00e9 hodnoty, postoje a \u017eelania, ktor\u00e9 mo\u017eno s\u00fahrnne nazva\u0165 kult\u00farou. V kult\u00farnom u\u010den\u00ed zohr\u00e1vaj\u00fa d\u00f4le\u017eit\u00fa \u00falohu nie len rodina, \u0161kola a spolo\u010densk\u00e9 in\u0161tit\u00facie, ale rovnako aj m\u00e9dia, ktor\u00fdch v\u00fdznam neust\u00e1le narast\u00e1 v s\u00favislosti s rozvojom nov\u00fdch technol\u00f3gi\u00ed.
\nPod\u013ea Kitu a kol. (2010, s.93-94) mo\u017eno kult\u00farou nazva\u0165 \u201e\u0161trukt\u00farovan\u00fd a st\u00e1le sa vyv\u00edjaj\u00faci syst\u00e9m z\u00edskavania nov\u00fdch prvkov, ak\u00fdmi s\u00fa znalosti, my\u0161lienky, hodnoty, viera, povery, symboly, normy a princ\u00edpy, umenie, folkl\u00f3r, zvyky, ritu\u00e1ly, m\u00fdty a trad\u00edcie, ktor\u00e9 umo\u017e\u0148uj\u00fa \u010dlenom skupiny alebo spolo\u010dnosti sa navz\u00e1jom pochopi\u0165, spoluna\u017e\u00edva\u0165, podeli\u0165 sa o ur\u010dit\u00fa sk\u00fasenos\u0165 a odovzd\u00e1va\u0165 si ju medzi sebou.\u201c
\nPod\u013ea Richterovej a kol. (2007, s.120) kult\u00fara usmer\u0148uje jedincov, predpisuje primeran\u00e9 spr\u00e1vanie \u013eud\u00ed r\u00f4zneho veku a spolo\u010densk\u00e9ho postavenia, zvyky a tie\u017e normy obliekania, stravovania, b\u00fdvania a hygieny. Medzi v\u00fdznamn\u00e9 diferencie jednotliv\u00fdch kult\u00far patria, okrem uveden\u00e9ho, verb\u00e1lny prejav, tr\u00e1venie vo\u013en\u00e9ho \u010dasu a \u010fal\u0161ie \u0161pecifick\u00e9 charakteristiky a s t\u00fdm s\u00favisiace spotrebite\u013esk\u00e9 spr\u00e1vanie. Tieto diferencie potom ovplyv\u0148uj\u00fa prijatie a preferencie produktov.<\/p>\n

V\u00fdznam sledovania kult\u00farnych zmien pre marketing<\/h3>\n

Pre marketingov\u00fdch mana\u017e\u00e9rov je ve\u013emi podstatn\u00e9 sledova\u0165 zmeny v kult\u00fare s cie\u013eom z\u00edska\u0165 poznatky o po\u017eiadavk\u00e1ch spolo\u010dnosti na nov\u00e9 produkty, a z\u00e1rove\u0148 aj nov\u00e9 obchodn\u00e9 pr\u00edle\u017eitosti. Ke\u010f spolo\u010dnos\u0165 za\u010dala prejavova\u0165 vy\u0161\u0161\u00ed z\u00e1ujem o telesn\u00fa zdatnos\u0165 a o zdravie, firmy vybudovali v\u00fdznamn\u00e9 odvetvie zah\u0155\u0148aj\u00face \u0161portov\u00e9 oble\u010denie, stroje na cvi\u010denie, fitness centr\u00e1, bio potraviny a potraviny s n\u00edzkou energetickou hodnotou.
\n\u017delanie ma\u0165 viac vo\u013en\u00e9ho \u010dasu vedie k vy\u0161\u0161iemu dopytu po produktoch, ktor\u00e9 s\u00fa schopn\u00e9 u\u0161etri\u0165 \u010das, napr. mrazen\u00e9 polotovary, \u010di mikrovlnn\u00e9 r\u00fary. Stolovanie u\u017e nie je takou v\u00fdznamnou udalos\u0165ou, ako tomu bolo v minulosti. St\u00e1va sa \u010doraz be\u017enej\u0161ou \u010dinnos\u0165ou, pri ktorej je mo\u017en\u00e9 robi\u0165 aj in\u00e9 \u010dinnosti, napr\u00edklad sledova\u0165 telev\u00edziu. V d\u00f4sledku uveden\u00e9ho si u\u017e z\u00e1kazn\u00edci nekupuj\u00fa kompletn\u00e9 sady riadu, ale iba jednotliv\u00e9 taniere, \u010di poh\u00e1re, \u010dasto ni\u017e\u0161ej cenovej kateg\u00f3rie. Toto je iba nieko\u013eko z pr\u00edkladov zmien v kult\u00fare, ktor\u00e9 uv\u00e1dza autor Kotler a kol., na z\u00e1klade ktor\u00fdch mnoho firiem z\u00edskalo nov\u00e9 obchodn\u00e9 pr\u00edle\u017eitosti, pr\u00edpadne muselo upravi\u0165 svoju ponuku. (Kotler, 2007, s.311)<\/p>\n

Subkult\u00fara<\/h2>\n

Ka\u017ed\u00e1 kult\u00fara pozost\u00e1va z viacer\u00fdch subkult\u00far. Subkult\u00farou je \u201eskupina \u013eud\u00ed, ktor\u00ed zdie\u013eaj\u00fa rovnak\u00e9 hodnotov\u00e9 syst\u00e9my na z\u00e1klade spolo\u010dn\u00fdch \u017eivotn\u00fdch sk\u00fasenost\u00ed a situ\u00e1ci\u00ed.\u201c (Kotler, 2007, s.312) Kotler a Keller (2007, s.212) uv\u00e1dzaj\u00fa, \u017ee subkult\u00fary s\u00fa zvy\u010dajne ur\u010den\u00e9 n\u00e1rodnos\u0165ou, n\u00e1bo\u017eenstvom, geografick\u00fdmi oblas\u0165ami a rasou. Richterov\u00e1 a kol. (2007, s.120) poznamen\u00e1va, \u017ee odli\u0161nosti jednotliv\u00fdch subkult\u00far sa odr\u00e1\u017eaj\u00fa najm\u00e4 v postojoch, norm\u00e1ch a rovnako v hodnot\u00e1ch.
\nV\u00fdznamn\u00e9 subkult\u00fary \u010dasto reprezentuj\u00fa d\u00f4le\u017eit\u00e9 trhov\u00e9 segmenty<\/a> vo vn\u00fatri danej spolo\u010dnosti a v\u00fdznam ich sledovania spo\u010d\u00edva v pozn\u00e1van\u00ed odli\u0161nost\u00ed v n\u00e1kupnom spr\u00e1van\u00ed, ktor\u00e9 sa odzrkad\u013euj\u00fa pri v\u00fdbere produktov a taktie\u017e v reakci\u00e1ch na ostatn\u00e9 marketingov\u00e9 n\u00e1stroje. Zo strany marketingov\u00fdch mana\u017e\u00e9rov je ve\u013emi d\u00f4le\u017eit\u00e9 prisp\u00f4sobovanie produktov a pr\u00edprava \u0161pecializovan\u00fdch marketingov\u00fdch programov na obsluhu dostato\u010dne ve\u013ek\u00fdch a v\u00fdznamn\u00fdch subkult\u00far.<\/p>\n

Referen\u010dn\u00e9 skupiny<\/h2>\n

Jedinec je ka\u017edodenne ovplyv\u0148ovan\u00fd mno\u017estvom skup\u00edn, zvy\u010dajne ozna\u010dovan\u00fdch ako referen\u010dn\u00e9 skupiny<\/strong>, ktor\u00e9 maj\u00fa priamy alebo nepriamy dosah na postoje a n\u00e1zory jedinca. Referen\u010dn\u00e9 skupiny s priamym vplyvom na jedincovo spr\u00e1vanie s\u00fa ozna\u010dovan\u00e9 ako \u010dlensk\u00e9 skupiny, ktor\u00e9 sa \u010falej \u010dlenia na prim\u00e1rne a sekund\u00e1rne. Medzi skupiny, do ktor\u00fdch jedinec nepatr\u00ed, ale napriek tomu maj\u00fa na neho nepriamo vplyv mo\u017eno zaradi\u0165 aspira\u010dn\u00e9 skupiny. Ide o skupiny, ktor\u00fdch \u010dlenom by sa chcel jedinec sta\u0165. Pr\u00edkladmi prim\u00e1rnych skup\u00edn s\u00fa predov\u0161etk\u00fdm rodina, priatelia, susedia alebo kolegovia zo zamestnania. Medzi \u010dlenmi prim\u00e1rnych \u010dlensk\u00fdch skup\u00edn doch\u00e1dza k \u010dastej neform\u00e1lnej interakcii. Na tlaky \u010dlensk\u00fdch skup\u00edn s\u00fa senzit\u00edvne predov\u0161etk\u00fdm deti. Je to mo\u017en\u00e9 pozorova\u0165 na neust\u00e1le sa meniacich preferenci\u00e1ch r\u00f4znych typov m\u00f3dnych hra\u010diek medzi de\u0165mi. Sekund\u00e1rne skupiny s\u00fa, na druhej strane, form\u00e1lnej\u0161ie a ich p\u00f4sobenie na jedinca nie je nepretr\u017eit\u00e9. Pr\u00edkladom sekund\u00e1rnych skup\u00edn m\u00f4\u017eu by\u0165 politick\u00e9 strany, n\u00e1bo\u017eensk\u00e9 skupiny alebo odborov\u00e9 zv\u00e4zy. (Kotler, 2007, s.314)<\/p>\n

Vplyv referen\u010dn\u00fdch skup\u00edn na n\u00e1kupn\u00e9 spr\u00e1vanie<\/h3>\n

Jedinec je pod vplyvom referen\u010dn\u00fdch skup\u00edn vystavovan\u00fd nov\u00e9mu spr\u00e1vaniu a \u017eivotn\u00e9mu \u0161t\u00fdlu. Tlak referen\u010dn\u00fdch skup\u00edn na konformitu m\u00e1 v\u00fdrazn\u00fd dosah na n\u00e1kupn\u00e9 rozhodnutia. Mula\u010dov\u00e1, Mula\u010d a kol. (2013, s.232) poznamen\u00e1vaj\u00fa, \u017ee referen\u010dn\u00e1 skupina \u201esl\u00fa\u017ei ako zdroj inform\u00e1ci\u00ed a pomoc pri hodnoten\u00ed variantov, napr\u00edklad pri n\u00e1kupe ur\u010dit\u00e9ho tovaru, ale m\u00f4\u017ee by\u0165 tie\u017e cie\u013eom, d\u00f4vodom n\u00e1kupu, pokia\u013e zaobstaran\u00edm ur\u010dit\u00e9ho tovaru chce jedinec vyjadri\u0165 svoju pr\u00edslu\u0161nos\u0165 k ur\u010ditej referen\u010dnej skupine.\u201c
\nZamazalov\u00e1 a kol. (2010, s.128) vysvet\u013euje, \u017ee vplyv referen\u010dn\u00fdch skup\u00edn na spotrebite\u013esk\u00e9 spr\u00e1vanie m\u00f4\u017ee by\u0165 na jednej strane informa\u010dn\u00fd<\/strong>, to znamen\u00e1, \u017ee spotrebite\u013e v r\u00e1mci svojho n\u00e1kupn\u00e9ho rozhodovacieho procesu oslovuje svoje referen\u010dn\u00e9 okolie s cie\u013eom z\u00edska\u0165 inform\u00e1cie o produkte. Na druhej strane, symbolick\u00fd<\/strong> vplyv referen\u010dn\u00fdch skup\u00edn na spotrebite\u013ea mo\u017eno sp\u00e1ja\u0165 s n\u00e1kupom produktov symbolizuj\u00facich zaradenie do danej referen\u010dnej skupiny. Tento prira\u010fovac\u00ed vplyv m\u00f4\u017ee by\u0165 normat\u00edvny<\/strong>, to znamen\u00e1, \u017ee v\u00fdrobok pln\u00ed rolu normy a predstavuje potvrdenie pr\u00edslu\u0161nosti spotrebite\u013ea v konkr\u00e9tnej referen\u010dnej skupine, alebo identifika\u010dn\u00fd<\/strong>, na z\u00e1klade ktor\u00e9ho spotrebite\u013e vyv\u00edja snahu identifikova\u0165 sa s ur\u010ditou referen\u010dnou skupinou prostredn\u00edctvom produktu, ktor\u00fdm \u010dlenovia tejto skupiny disponuj\u00fa. Rozsah vplyvu referen\u010dn\u00fdch skup\u00edn na v\u00fdber produktu a zna\u010dky m\u00f4\u017ee by\u0165 u r\u00f4znych produktov odli\u0161n\u00fd.<\/p>\n

Vplyv referen\u010dn\u00fdch skup\u00edn na n\u00e1kup produktu a vo\u013ebu zna\u010dky<\/h3>\n

Miera vplyvu referen\u010dn\u00fdch skup\u00edn na v\u00fdber produktu a zna\u010dky z\u00e1vis\u00ed od toho, \u010di ide o produkt nevyhnutn\u00fd<\/strong> alebo luxusn\u00fd<\/strong>, a z\u00e1rove\u0148 od toho, \u010di sa tento produkt pou\u017e\u00edva v s\u00fakrom\u00ed<\/strong> alebo na verejnosti<\/strong>. Na z\u00e1klade t\u00fdchto charakterist\u00edk potom rozozn\u00e1vame 4 skupiny produktov, a to s\u00fakromn\u00e9 nevyhnutnosti, verejn\u00e9 nevyhnutnosti, s\u00fakromn\u00fd luxus a verejn\u00fd luxus<\/strong>. Ak spotrebite\u013e potrebuje nevyhnutn\u00e9 polo\u017eky, \u010di u\u017e s\u00fa to polo\u017eky vyu\u017e\u00edvan\u00e9 v s\u00fakrom\u00ed alebo na verejnosti, napr. matrac, \u010di obuv, referen\u010dn\u00e1 skupina bude ma\u0165 ve\u013emi n\u00edzky vplyv na ich n\u00e1kup.
\nReferen\u010dn\u00e1 skupina m\u00e1, na druhej strane, vysok\u00fd vplyv na to, \u010di spotrebite\u013e zrealizuje n\u00e1kup luxusn\u00e9ho produktu. D\u00f4vodom uveden\u00e9ho je, \u017ee n\u00e1kupom niektor\u00fdch luxusn\u00fdch produktov m\u00f4\u017ee \u010dlen referen\u010dnej skupiny vyjadri\u0165 svoju pr\u00edslu\u0161nos\u0165 k referen\u010dnej skupine. Luxusn\u00e9 produkty tie\u017e vyjadruj\u00fa \u0161pecifick\u00e9 hodnoty a z\u00e1ujmy pr\u00edslu\u0161n\u00edka referen\u010dnej skupiny. Pokia\u013e ide o rozsah vplyvu skup\u00edn na vo\u013ebu zna\u010dky, referen\u010dn\u00e9 skupiny ovplyv\u0148uj\u00fa spotrebite\u013ea pri vo\u013ebe zna\u010dky t\u00fdch produktov, ktor\u00e9 s\u00fa vyu\u017e\u00edvan\u00e9 spotrebite\u013eom na verejnosti, kde ich vidia ostatn\u00ed \u013eudia, napr. maj\u00fa dosah na v\u00fdber zna\u010dky obuvi alebo automobilu. V pr\u00edpade produktov vyu\u017e\u00edvan\u00fdch spotrebite\u013eom v s\u00fakrom\u00ed je vplyv referen\u010dnej skupiny na v\u00fdber zna\u010dky t\u00fdchto produktov n\u00edzky. Vysekalov\u00e1 a kol. (2011, s.88) uv\u00e1dza tri skupiny produktov, pri ktor\u00fdch je vplyv skup\u00edn na spotrebite\u013ea obzvl\u00e1\u0161\u0165 v\u00fdrazn\u00fd<\/strong>, a to verejne konzumovan\u00e9 produkty, napr. alkohol, \u010di cigarety; \u010falej ide o produkty, ktor\u00e9 s\u00fa \u010dasto t\u00e9mou konverz\u00e1ci\u00ed, napr. filmy alebo cestovanie a takisto produkty, ktor\u00fdch spotreba je postrehnute\u013en\u00e1 verejnos\u0165ou, napr. kozmetika.<\/p>\n

Vyu\u017eitie poznatkov o referen\u010dn\u00fdch skupin\u00e1ch v marketingu<\/h3>\n

Pre v\u00fdrobcov a obchodn\u00edkov s\u00fa d\u00f4le\u017eit\u00e9 poznatky o existencii r\u00f4znych referen\u010dn\u00fdch skup\u00edn v r\u00e1mci ich cie\u013eov\u00fdch trhov a vedomosti o intenzite vplyvu t\u00fdchto referen\u010dn\u00fdch skup\u00edn na spotrebite\u013ea s cie\u013eom vyu\u017eitia tohto vplyvu vo svoj prospech pri komunika\u010dnej politike, p\u00f4soben\u00ed na spotrebite\u013ea a stimulovan\u00ed k uskuto\u010dneniu n\u00e1kupu. Predov\u0161etk\u00fdm v reklame dnes doch\u00e1dza k \u00faspe\u0161nej aplik\u00e1ci\u00ed vyu\u017eitia identifik\u00e1cie s ur\u010ditou referen\u010dnou skupinou, a to najm\u00e4 prostredn\u00edctvom \u0161pecialistov v rozli\u010dn\u00fdch profesi\u00e1ch, celebr\u00edt, sk\u00fasenost\u00ed in\u00fdch spotrebite\u013eov a vyu\u017e\u00edvan\u00edm symbolov s konkr\u00e9tnymi charakterov\u00fdmi \u010drtami. V pr\u00edpade uveden\u00e9ho pr\u00edstupu mo\u017eno pod\u013ea Zamazalovej a kol. (2010, s.129) hovori\u0165 o medi\u00e1lnom zapojen\u00ed referen\u010dn\u00fdch skup\u00edn<\/strong>.<\/p>\n

N\u00e1zorov\u00ed l\u00eddri referen\u010dn\u00fdch skup\u00edn a ich identifik\u00e1cia<\/h3>\n

Vplyv jednotliv\u00fdch \u010dlenov konkr\u00e9tnej referen\u010dnej skupiny na spotrebite\u013ea nie je rovnak\u00fd. V s\u00favislosti s uveden\u00fdm hovor\u00edme o n\u00e1zorov\u00fdch l\u00eddroch referen\u010dn\u00fdch skup\u00edn, ktor\u00ed dok\u00e1\u017eu na z\u00e1klade svojich vedomost\u00ed, schopnost\u00ed alebo in\u00fdch vlastnost\u00ed ovplyv\u0148ova\u0165 pr\u00edslu\u0161n\u00edkov referen\u010dnej skupiny. Marketingov\u00ed mana\u017e\u00e9ri p\u00f4sobiaci v oblasti tak\u00fdch produktov, pri n\u00e1kupe ktor\u00fdch je vplyv referen\u010dnej skupiny siln\u00fd, sa sna\u017eia k n\u00e1zorov\u00fdm l\u00eddrom prenikn\u00fa\u0165 s cie\u013eom zamera\u0165 na nich svoje marketingov\u00e9 \u00fasilie.
\nN\u00e1zorov\u00ed l\u00eddri s\u00fa \u010dast\u00fdmi u\u017e\u00edvate\u013emi dan\u00e9ho produktu, s\u00fa spolo\u010densky akt\u00edvni a zvy\u010dajne utajen\u00ed. Pre marketingov\u00fdch mana\u017e\u00e9rov nie je jednoduch\u00e9 ich identifikova\u0165. Sna\u017eia sa o to naj\u010dastej\u0161ie prostredn\u00edctvom identifik\u00e1cie ich psychografick\u00fdch a demografick\u00fdch charakterist\u00edk a vytipovan\u00edm m\u00e9di\u00ed, ktor\u00e9 pravdepodobne n\u00e1zorov\u00ed l\u00eddri \u010d\u00edtaj\u00fa. Marketingov\u00ed mana\u017e\u00e9ri dnes pod\u013ea Kotlera a Armstronga (2010, s.141) \u010doraz \u010dastej\u0161ie vyu\u017e\u00edvaj\u00fa tzv. buzz marketing tak, \u017ee \u201ez\u00edskavaj\u00fa alebo dokonca vytv\u00e1raj\u00fa n\u00e1zorov\u00fdch l\u00eddrov, aby plnili \u00falohu \u201evys\u013eancov zna\u010dky\u201c, ktor\u00ed roz\u0161\u00edria povedomie o ich produktoch<\/p>\n

Vplyv rodiny na n\u00e1kupn\u00e9 spr\u00e1vanie<\/h2>\n

Referen\u010dnou skupinou, ktor\u00e1 zohr\u00e1va v n\u00e1kupnom rozhodovan\u00ed spotrebite\u013ea najd\u00f4le\u017eitej\u0161iu \u00falohu, je rodina. Kotler a Keller (2013, s.192) uv\u00e1dzaj\u00fa 2 typy rodiny, ktor\u00e9 maj\u00fa vplyv na n\u00e1kupn\u00e9 spr\u00e1vanie jedinca, a s\u00edce orienta\u010dn\u00fa rodinu a prokrea\u010dn\u00fa rodinu.
\nOrienta\u010dn\u00fa rodinu<\/strong> tvoria rodi\u010dia a s\u00farodenci. Ide o rodinu, do ktorej sa jedinec narodil. Pod\u013ea Richterovej a kol. (2007, s.130) rodi\u010dia na svoje deti pren\u00e1\u0161aj\u00fa vzory spr\u00e1vania, postoje, hodnoty, vedomosti, ale aj vkus. Tento proces mo\u017eno nazva\u0165 socializ\u00e1ciou. Uveden\u00e9 prvky s\u00fa pre jedinca zo strany rodi\u010dov orienta\u010dn\u00e9 a maj\u00fa r\u00e1mcov\u00fd vplyv na spotrebite\u013esk\u00e9 spr\u00e1vanie. Kotler a Keller (2013, s.192) uv\u00e1dzaj\u00fa, \u017ee ak sa spotrebite\u013e so svojimi rodi\u010dmi st\u00fdka len zriedkakedy alebo s nimi nem\u00e1 dlhodobo kontakt, ich vplyv na jeho n\u00e1kupn\u00e9 spr\u00e1vanie je napriek tomu markantn\u00fd.
\nProkrea\u010dn\u00fa rodinu<\/strong> si jedinec zaklad\u00e1, zah\u0155\u0148a partnera a deti, na rozdiel od orienta\u010dnej rodiny m\u00e1 v\u0161ak na pravideln\u00e9 n\u00e1kupn\u00e9 spr\u00e1vanie jedinca bezprostredn\u00fd vplyv. Marketingov\u00ed mana\u017e\u00e9ri sa zaoberaj\u00fa vz\u00e1jomnou interakciou partnera, partnerky a det\u00ed pri n\u00e1kupnom rozhodovan\u00ed. Deti dnes prin\u00e1\u0161aj\u00fa do rodiny nov\u00e9 spotrebn\u00e9 prvky, ktor\u00e9 ovplyv\u0148uj\u00fa spotrebite\u013esk\u00e9 spr\u00e1vanie rodi\u010dov.
\nVplyv det\u00ed na n\u00e1kupn\u00e9 spr\u00e1vanie<\/strong> rodiny m\u00f4\u017ee by\u0165 priamy alebo nepriamy. Pod priamym vplyvom mo\u017eno rozumie\u0165 \u017eelania, po\u017eiadavky a n\u00e1znaky det\u00ed. Nepriamy vplyv die\u0165a\u0165a na n\u00e1kupn\u00e9 spr\u00e1vanie rodiny vypl\u00fdva zo skuto\u010dnosti, \u017ee rodi\u010d pozn\u00e1 preferencie svojho die\u0165a\u0165a, produkty a zna\u010dky, ktor\u00e9 toto die\u0165a ob\u013eubuje.
\nTeenageri ovplyv\u0148uj\u00fa n\u00e1kupn\u00e9 rozhodnutia rodiny, najm\u00e4 pokia\u013e ide o vo\u013ebu dovolenkov\u00fdch destin\u00e1ci\u00ed a \u010diernej techniky. Na preferencie teenagerov maj\u00fa v\u00fdznamn\u00fd \u00fa\u010dinok ich priatelia-rovesn\u00edci a v obzvl\u00e1\u0161\u0165 ve\u013ekej miere aj reklamy v m\u00e9di\u00e1ch, ktor\u00e9 s\u00fa cielen\u00e9 na \u010doraz ni\u017e\u0161ie vekov\u00e9 kateg\u00f3rie det\u00ed.<\/p>\n","protected":false},"excerpt":{"rendered":"

Kult\u00farne prostredie Kult\u00farne prostredie, v ktorom jedinec \u017eije, m\u00e1 v\u00fdznamn\u00fd vplyv na jeho spotrebite\u013esk\u00e9 spr\u00e1vanie. Ka\u017ed\u00e9 die\u0165a vyrast\u00e1 v ur\u010ditej spolo\u010dnosti a u\u017e od ran\u00e9ho … <\/p>\n","protected":false},"author":21,"featured_media":24946,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[50,553],"tags":[],"class_list":["post-10837","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-vzdelavam-sa"],"yoast_head":"\nSpotrebitelia v kult\u00farno-spolo\u010denskom prostred\u00ed<\/title>\n<meta name=\"description\" content=\"Kult\u00farne prostredie a subkult\u00fary. 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