{"id":10956,"date":"2023-03-21T17:30:14","date_gmt":"2023-03-21T16:30:14","guid":{"rendered":"https:\/\/www.euroekonom.sk\/?p=10956"},"modified":"2024-05-13T14:57:20","modified_gmt":"2024-05-13T12:57:20","slug":"nakupne-ucenie-spotrebitela","status":"publish","type":"post","link":"https:\/\/www.vrtulniky.sk\/news\/nakupne-ucenie-spotrebitela\/","title":{"rendered":"N\u00e1kupn\u00e9 u\u010denie spotrebite\u013ea"},"content":{"rendered":"<h2>N\u00e1kupn\u00e9 u\u010denie spotrebite\u013ea<\/h2>\n<p><a href=\"https:\/\/www.euroekonom.sk\/vzdelavanie-a-uciaca-sa-organizacia\/\">U\u010denie je proces<\/a>, pri ktorom sk\u00fasenosti ved\u00fa k zmen\u00e1m poznania, postojov a\/alebo konania. Vo v\u0161eobecnosti sa uzn\u00e1va, \u017ee <a href=\"https:\/\/www.euroekonom.sk\/vplyv-faktorov-ekonomickeho-prostredia-na-nakupne-spravanie\/\">spotrebite\u013esk\u00e9 spr\u00e1vanie<\/a> je nau\u010den\u00e9 a u\u010denie m\u00e1 pre proces spotreby z\u00e1sadn\u00fd v\u00fdznam. Marketingov\u00e9 organiz\u00e1cie vynakladaj\u00fa nemal\u00e9 prostriedky, aby zabezpe\u010dili, \u017ee spotrebitelia sa nau\u010dia o existencii a vlastnostiach ich produktov.<br \/>\nRozozn\u00e1vame dve hlavn\u00e9 \u0161koly o u\u010den\u00ed, a to:<\/p>\n<ul>\n<li>kognit\u00edvnu a<\/li>\n<li>behavioristick\u00fa.<\/li>\n<\/ul>\n<p><strong>Z h\u013eadiska kognit\u00edvneho pr\u00edstupu<\/strong> u\u010denie vyjadruje zmenu poznania, pri\u010dom sa d\u00f4raz kladie na pochopenie ment\u00e1lnych procesov, ktor\u00fdmi \u013eudia z\u00edskavaj\u00fa nov\u00e9 poznatky.<br \/>\n<a href=\"https:\/\/www.euroekonom.sk\/manazment\/vseobecny-manazment\/behavioristicky-manazment\/\">Behavioristick\u00fd pr\u00edstup<\/a> k u\u010deniu sa zaober\u00e1 iba pozorovate\u013en\u00fdm spr\u00e1van\u00edm, ment\u00e1lne procesy sa pri tomto pr\u00edstupe ignoruj\u00fa. Vplyv u\u010denia sa ukazuje na zmen\u00e1ch spr\u00e1vania, ku ktor\u00fdm doch\u00e1dza na z\u00e1klade v\u00fdvoja vz\u0165ahu medzi stimulom a reakciou.<br \/>\n<strong>Rozozn\u00e1vame 4 z\u00e1kladn\u00e9 typy n\u00e1kupn\u00e9ho u\u010denia spotrebite\u013ea, a to:<\/strong><\/p>\n<ul>\n<li>kognit\u00edvne u\u010denie,<\/li>\n<li>u\u010denie opakovan\u00edm,<\/li>\n<li>u\u010denie podmie\u0148ovan\u00edm:\n<ul>\n<li>klasick\u00e9 podmie\u0148ovanie a<\/li>\n<li>in\u0161trument\u00e1lne podmie\u0148ovanie,<\/li>\n<\/ul>\n<\/li>\n<li>u\u010denie napodob\u0148ovan\u00edm.<\/li>\n<\/ul>\n<h2>Kognit\u00edvne u\u010denie<\/h2>\n<p>U\u010denie je prirodzen\u00fdm charakteristick\u00fdm znakom spotrebite\u013ea ako kognit\u00edvneho \u010dloveka, ktor\u00fd m\u00e1 z\u00e1ujem, aby jeho aktivity spojen\u00e9 s n\u00e1kupom a spotrebou produktov, ktor\u00e9 maj\u00fa uspokoji\u0165 jeho potreby a s ktor\u00fdmi s\u00favis\u00ed vynakladanie jeho zdrojov, sa uskuto\u010d\u0148ovali efekt\u00edvne.<br \/>\nU\u010denie je ak\u00e1ko\u013evek zmena v obsahu alebo v organiz\u00e1cii dlhodobej pam\u00e4ti. Teda u\u010denie je v\u00fdsledkom spracovania inform\u00e1ci\u00ed, pri\u010dom spracovanie inform\u00e1ci\u00ed m\u00f4\u017ee by\u0165 uvedomel\u00e9 a cie\u013eavedom\u00e9 v situ\u00e1cii vysokej zainteresovanosti. Ale m\u00f4\u017ee by\u0165 aj neuvedomel\u00e9 a dokonca ne\u017eelan\u00e9 v situ\u00e1cii n\u00edzkej zainteresovanosti.<br \/>\n<em><strong>Z\u00e1kladn\u00e9 kroky procesu spracovania inform\u00e1ci\u00ed<\/strong> <\/em>mo\u017eno vymedzi\u0165 nasledovn\u00e9:<\/p>\n<ul>\n<li><strong>P\u00f4sobenie<\/strong> \u2013 spr\u00e1va dosiahne adres\u00e1ta, doch\u00e1dza k aktiviz\u00e1cii zmyslov.<\/li>\n<li><strong>Pozornos\u0165<\/strong> \u2013 pridelenie kapacity na spracovanie inform\u00e1ci\u00ed. T\u00fato oper\u00e1ciu charakterizuje selekt\u00edvne vn\u00edmanie v d\u00f4sledku vplyvu v\u00fdznamu spr\u00e1vy, ale aj disponovanosti prij\u00edmate\u013ea a\/alebo adres\u00e1ta.<\/li>\n<li><strong>Pochopenie<\/strong> \u2013 interpret\u00e1cia spr\u00e1vy. Obsahuje identifik\u00e1ciu a kategoriz\u00e1ciu stimulov.<\/li>\n<li><strong>Prijatie (akcept\u00e1cia)<\/strong> \u2013 na z\u00e1klade konfront\u00e1cie s poznatkami ulo\u017een\u00fdmi v dlhodobej pam\u00e4ti sa zis\u0165uje ich s\u00falad, resp. nes\u00falad. V\u00fdsledkom m\u00f4\u017ee by\u0165 neakceptovanie spr\u00e1vy, potvrdenie existuj\u00facich predst\u00e1v, pr\u00edp. ich zmena.<\/li>\n<li><strong>Zapam\u00e4tanie<\/strong> \u2013 ulo\u017eenie inform\u00e1cie v pam\u00e4ti a za\u010dlenenie novej inform\u00e1cie do syst\u00e9mu poznatkov.<\/li>\n<\/ul>\n<p>\u00dastredn\u00fdm momentom spotrebite\u013esk\u00e9ho spr\u00e1vania je rozhodovanie o n\u00e1kupe. Realiz\u00e1cia n\u00e1kupn\u00e9ho rozhodnutia a nadv\u00e4zuj\u00faca spotreba potom poskytuj\u00fa nevyhnutn\u00fa sp\u00e4tn\u00fa v\u00e4zbu, potvrdia alebo spochybnia spr\u00e1vnos\u0165 uskuto\u010dnen\u00e9ho n\u00e1kupn\u00e9ho v\u00fdberu.<\/p>\n<h2>U\u010denie opakovan\u00edm<\/h2>\n<p>Spotrebitelia sa \u010dasto u\u010dia a vyberaj\u00fa produkty v situ\u00e1cii n\u00edzkej zainteresovanosti. To je ur\u010dite pr\u00edpad, ktor\u00fd sa t\u00fdka rutinn\u00fdch n\u00e1kupov, spojen\u00fdch s mal\u00fdm rizikom. Z\u00e1kladn\u00e9 procesy u\u010denia sa uskuto\u010d\u0148uj\u00fa po mnoh\u00fdch opakovaniach, ovplyv\u0148uj\u00facich n\u00e1kupn\u00e9 spr\u00e1vanie. Mnoh\u00e9 aktivity spotrebite\u013eov sa vyskytuj\u00fa bez rozsiahlej\u0161ieho uva\u017eovania, maj\u00fa charakter n\u00e1vykov\u00e9ho spr\u00e1vania. Znamen\u00e1 proces u\u010denia, pri ktorom sa \u010doraz viac redukuje sprac\u00favanie inform\u00e1ci\u00ed i ostatn\u00e9 aktivity. Uskuto\u010d\u0148uj\u00fa sa pod\u013ea scen\u00e1ra alebo sch\u00e9my, ktor\u00e9 sa m\u00f4\u017eu vyvola\u0165 z pam\u00e4ti akon\u00e1hle je potrebn\u00e9 urobi\u0165 n\u00e1kup.<\/p>\n<h2>U\u010denie podmie\u0148ovan\u00edm<\/h2>\n<p>Jedn\u00fdm z dobre zn\u00e1mych typov u\u010denia je podmie\u0148ovanie, pri ktorom sa spr\u00e1vanie st\u00e1va z\u00e1visl\u00fdm od ur\u010ditej udalosti (stimulu) v prostred\u00ed. Ke\u010f pri nieko\u013ek\u00fdch n\u00e1v\u0161tev\u00e1ch predajne spotrebite\u013e zaznamen\u00e1, \u017ee t\u00e1to predaj\u0148a je lacnej\u0161ia ne\u017e in\u00e9, bude tento charakteristick\u00fd znak predajne na neho p\u00f4sobi\u0165 ako stimul, aby tam prich\u00e1dzal nakupova\u0165.<br \/>\nPodmie\u0148ovanie m\u00f4\u017ee by\u0165:<\/p>\n<ul>\n<li>in\u0161trument\u00e1lne alebo<\/li>\n<li>klasick\u00e9.<\/li>\n<\/ul>\n<p><strong>In\u0161trument\u00e1lne podmie\u0148ovanie<\/strong> sa vyskytuje hlavne po\u010das a po spotrebe v\u00fdrobkov a slu\u017eieb. Ide o proces u\u010denia, ktor\u00fd je zalo\u017een\u00fd na uplatnen\u00ed odmeny a trestu. Kladn\u00e9 sk\u00fasenosti s ob\u013e\u00faben\u00fdm produktom s\u00fa odmenou a maj\u00fa pozit\u00edvny efekt na n\u00e1sledne vykonan\u00e9 n\u00e1kupy a na spolo\u010densk\u00fa komunik\u00e1ciu. Negat\u00edvne sk\u00fasenosti s\u00fa trestom, p\u00f4sobia proti opakovan\u00fdm n\u00e1kupom a prejavuj\u00fa sa pri vz\u00e1jomnej komunik\u00e1cii medzi spotrebite\u013emi.<br \/>\n<strong>Klasick\u00e9 podmie\u0148ovanie &#8211; <\/strong>k u\u010deniu m\u00f4\u017ee tie\u017e vies\u0165 budovanie asoci\u00e1cie \u2013 spojenia medzi stimulom a reakciou.<br \/>\nPavlov, otec klasick\u00e9ho podmie\u0148ovania, demon\u0161troval tento typ u\u010denia prostredn\u00edctvom nasleduj\u00facich krokov:<\/p>\n<ul>\n<li>existuje vz\u0165ah stimul \u2013 reakcia, v ktorom nepodmienen\u00fd stimul (potrava) vyvol\u00e1va prirodzen\u00fa, spont\u00e1nnu reakciu, ozna\u010dovan\u00fa ako nepodmienen\u00e1 reakcia.<\/li>\n<li>nov\u00fd stimul, nazvan\u00fd podmienen\u00fd stimul (zvon\u010dek), sa opakovane sp\u00e1ja s nepodmienen\u00fdm stimulom.<\/li>\n<li>po nejakom \u010dase a opakovaniach bude podmienen\u00fd stimul vyvol\u00e1va\u0165 reakciu nazvan\u00fa podmienen\u00e1 reakcia, ktor\u00e1 je celkom podobn\u00e1 reakcii, ktor\u00fa p\u00f4vodne generoval nepodmienen\u00fd stimul.<\/li>\n<\/ul>\n<p>Antonides a Raaij nahr\u00e1dzaj\u00fa klasick\u00fd Pavlovov pr\u00edklad s\u00fa\u010dasn\u00fdm, ke\u010f p\u00ed\u0161u, \u017ee diev\u010da s dlh\u00fdmi plav\u00fdmi vlasmi oble\u010den\u00e9 v bielom, ktor\u00e9 na farme naber\u00e1 kri\u0161t\u00e1\u013eov\u00fa vodu prin\u00e1\u0161a asoci\u00e1ciu pr\u00edrody a \u010distoty. \u0160amp\u00f3n Timotei t\u00fato asoci\u00e1ciu vyu\u017e\u00edva vo svojej reklame s plavovl\u00e1skou a tie\u017e vyvol\u00e1va predstavu pr\u00edrody a \u010distoty. Klasick\u00e9 podmie\u0148ovanie v r\u00e1mci kontextu produkt \u2013 \u010distota, ktor\u00e1 vyvol\u00e1va pr\u00edjemn\u00e9 em\u00f3cie, sa sp\u00e1ja s produktom v n\u00e1deji, \u017ee tieto pocity m\u00f4\u017ee by\u0165 podmienen\u00e9 produktom. Teda, klasick\u00e9 podmie\u0148ovanie reprezentuje mechanizmus, v ktorom formovanie postojov nasleduje sk\u00f4r na afekt\u00edvnom z\u00e1klade, ne\u017e na kognit\u00edvne zalo\u017eenom procese.<br \/>\nTento jednoduch\u00fd princ\u00edp asoci\u00e1cie medzi dvoma objektmi alebo stimulmi je z\u00e1kladom mnoh\u00fdch s\u00fa\u010dasn\u00fdch rekl\u00e1m, ale napr\u00edklad aj viano\u010dnej v\u00fdzdoby v maloobchode. Na produktov\u00fdch trhoch, kde konkuren\u010dn\u00e9 zna\u010dky s\u00fa v skuto\u010dnosti rovnak\u00e9, mo\u017eno \u0165a\u017eko dosiahnu\u0165 odl\u00ed\u0161enie zna\u010diek prostredn\u00edctvom d\u00f4razu na atrib\u00faty produktu. Diferenci\u00e1cia je v\u0161ak mo\u017en\u00e1, podmie\u0148ovan\u00edm postojov k zna\u010dke prostredn\u00edctvom stimulov, ktor\u00e9 evokuj\u00fa uprednost\u0148uj\u00face reakcie.<\/p>\n<h2>U\u010denie napodob\u0148ovan\u00edm<\/h2>\n<p>V\u0161eobecne maj\u00fa \u013eudia tendenciu napodob\u0148ova\u0165 in\u00fdch v pr\u00edpade, \u017ee tak\u00e9to spr\u00e1vanie vedie k pozit\u00edvnym v\u00fdsledkom, alebo sa usiluj\u00fa vyvarova\u0165 nejak\u00fdch \u010dinov, ak vidia ich negat\u00edvne d\u00f4sledky.<br \/>\nMarketingov\u00ed mana\u017e\u00e9ri vyu\u017e\u00edvaj\u00fa t\u00fato skuto\u010dnos\u0165. V praxi uplat\u0148uj\u00fa u\u010denie, ktor\u00e9ho z\u00e1klad tvor\u00ed predv\u00e1dzanie nejak\u00e9ho spr\u00e1vania, jeho pozorovanie a napodob\u0148ovanie spotrebite\u013emi. Preto sa tento sp\u00f4sob u\u010denia naz\u00fdva aj predv\u00e1dzanie (modeling).<br \/>\nSchematicky mo\u017eno <strong>proces u\u010denia napodob\u0148ovan\u00edm<\/strong> vyjadri\u0165 prostredn\u00edctvom troch krokov:<\/p>\n<ul>\n<li>1. krok: Model predv\u00e1dza ur\u010dit\u00e9 spr\u00e1vanie, zn\u00e1\u0161a jeho d\u00f4sledky a z\u00edskava sk\u00fasenos\u0165.<\/li>\n<li>2. krok: Pozorovate\u013e vid\u00ed spr\u00e1vanie modelu a jeho d\u00f4sledky.<\/li>\n<li>3. krok: Pozorovate\u013e m\u00f4\u017ee roz\u0161\u00edri\u0165 alebo redukova\u0165 svoje vlastn\u00e9 uskuto\u010d\u0148ovanie modelov\u00e9ho spr\u00e1vania, v z\u00e1vislosti od jeho d\u00f4sledkov.<\/li>\n<\/ul>\n<p>Tradi\u010dn\u00fdm pr\u00edkladom u\u010denia napodob\u0148ovan\u00edm je pozorovanie predava\u010da pri demon\u0161trovan\u00ed pou\u017eitia nejak\u00e9ho dom\u00e1ceho elektrospotrebi\u010da. Reprezentuje zjavn\u00e9 \u017eiv\u00e9 predv\u00e1dzanie, k\u00fdm podobn\u00e1 prezent\u00e1cia pomocou videoz\u00e1znamu alebo telev\u00edzneho vysielania sa ozna\u010duje ako zjavn\u00e9 symbolick\u00e9 predv\u00e1dzanie.<br \/>\nV marketingu sa u\u010denie napodob\u0148ovan\u00edm uplat\u0148uje v z\u00e1ujme naplnenia <strong>troch z\u00e1kladn\u00fdch cie\u013eov<\/strong>:<\/p>\n<ul>\n<li>Uk\u00e1za\u0165 a pom\u00f4c\u0165 spotrebite\u013eom (pozorovate\u013eom) z\u00edska\u0165 nov\u00e9 sp\u00f4soby \u2013 vzorce spr\u00e1vania, ktor\u00e9 sa predt\u00fdm nevyskytovali v ich reperto\u00e1ri.<\/li>\n<li>Redukova\u0165 ne\u017eelan\u00e9 spotrebite\u013esk\u00e9 spr\u00e1vanie.<\/li>\n<li>Podpori\u0165 \u017eiaduce reakcie spotrebite\u013eov na marketingov\u00e9 stimuly, ktor\u00e9 si u\u017e sk\u00f4r osvojili.<\/li>\n<\/ul>\n<p><strong>\u00daspe\u0161nos\u0165 u\u010denia napodob\u0148ovan\u00edm z\u00e1vis\u00ed od splnenia ur\u010dit\u00fdch predpokladov.<\/strong> Peter a Olson za faktory efekt\u00edvnosti pova\u017euj\u00fa tri skupiny charakterist\u00edk:<\/p>\n<ul>\n<li><strong>charakteristiky modelu a predv\u00e1dzan\u00e9ho spr\u00e1vania<\/strong> \u2013 na pravdepodobnos\u0165, \u017ee pozorovate\u013e bude napodob\u0148ova\u0165 spr\u00e1vanie modelu p\u00f4sob\u00ed nieko\u013eko person\u00e1lnych charakterist\u00edk os\u00f4b, ktor\u00e9 uskuto\u010d\u0148uj\u00fa predv\u00e1dzanie. Osoby, ktor\u00e9 sa pova\u017euj\u00fa za atrakt\u00edvne, alebo osoby, ktor\u00e9 s\u00fa vn\u00edman\u00e9 ako d\u00f4veryhodn\u00e9 a \u00faspe\u0161n\u00e9, maj\u00fa v\u00e4\u010d\u0161\u00ed vplyv ne\u017e osoby, ktor\u00e9 takto nep\u00f4sobia. Podobne, vysok\u00fd status a kompetentnos\u0165 osoby pozit\u00edvne ovplyv\u0148uje \u00faspe\u0161nos\u0165 predv\u00e1dzania. Pozorovate\u013eov ovplyv\u0148uje tie\u017e sp\u00f4sob, ak\u00fdm sa uskuto\u010d\u0148uje predv\u00e1dzanie. Efekt predv\u00e1dzania spravidla rastie, ak sekvencia spr\u00e1vania je pripraven\u00e1 starostlivo s vidite\u013en\u00fdmi detailami.<\/li>\n<li><strong>charakteristiky pozorovate\u013eov<\/strong> \u2013 z po\u010detn\u00fdch individu\u00e1lnych rozdielov pozorovate\u013eov m\u00f4\u017ee ovplyvni\u0165 proces napodob\u0148ovania napr\u00edklad individu\u00e1lne odli\u0161nosti kognit\u00edvneho spracovania, pr\u00e1ve tak ako fyzick\u00e1 sp\u00f4sobilos\u0165 vykona\u0165 predv\u00e1dzan\u00e9 spr\u00e1vanie. Tak\u00e9mu spr\u00e1vaniu sa \u010dastej\u0161ie prisp\u00f4sobuj\u00fa \u013eudia, ktor\u00ed si ned\u00f4veruj\u00fa, s\u00fa nesamostatn\u00ed, nedostato\u010dne ocenen\u00ed a ktor\u00fdm u\u017e v minulosti napodob\u0148ovanie prinieslo pozit\u00edvne v\u00fdsledky. Rozhoduj\u00faci je v\u0161ak v\u00fdznam, ktor\u00fd pozorovate\u013e pripisuje d\u00f4sledkom demon\u0161trovan\u00e9ho spr\u00e1vania.<\/li>\n<li><strong>charakteristiky modelovan\u00fdch d\u00f4sledkov<\/strong> \u2013 podobne ako pri in\u0161trument\u00e1lnom podmie\u0148ovan\u00ed, aj pri u\u010den\u00ed napodob\u0148ovan\u00edm sa kladie d\u00f4raz na d\u00f4sledky spr\u00e1vania. Pozorovate\u013e tu nem\u00e1 priamo vlastn\u00fa sk\u00fasenos\u0165. A to je hlavn\u00e1 v\u00fdhoda u\u010denia napodob\u0148ovan\u00edm pre spotrebite\u013eov \u2013 m\u00f4\u017ee sa nau\u010di\u0165 efekt\u00edvne spotrebite\u013esk\u00e9 spr\u00e1vanie a z\u00e1rove\u0148 sa m\u00f4\u017ee vyhn\u00fa\u0165 negat\u00edvnym d\u00f4sledkom u\u010denia. V\u00fdskumy uk\u00e1zali, \u017ee pozit\u00edvne upev\u0148ovanie modelovan\u00e9ho spr\u00e1vania je k\u013e\u00fa\u010dov\u00fdm faktorom podporuj\u00facim uplat\u0148ovanie tejto met\u00f3dy u\u010denia.<\/li>\n<\/ul>\n<h2>Zdroje<\/h2>\n<p>RICHTEROV\u00c1, K. a kolekt\u00edv. 2010. <em>Spotrebite\u013esk\u00e9 spr\u00e1vanie.<\/em> Bratislava: Vydavate\u013estvo EKON\u00d3M, 2010. 258 s. ISBN 978-80-225-2931-0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>N\u00e1kupn\u00e9 u\u010denie spotrebite\u013ea U\u010denie je proces, pri ktorom sk\u00fasenosti ved\u00fa k zmen\u00e1m poznania, postojov a\/alebo konania. Vo v\u0161eobecnosti sa uzn\u00e1va, \u017ee spotrebite\u013esk\u00e9 spr\u00e1vanie je nau\u010den\u00e9 &hellip; <\/p>\n","protected":false},"author":21,"featured_media":24794,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[50,553],"tags":[84],"class_list":["post-10956","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-vzdelavam-sa","tag-vzdelavanie"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>N\u00e1kupn\u00e9 u\u010denie spotrebite\u013ea<\/title>\n<meta name=\"description\" content=\"Typy n\u00e1kupn\u00e9ho u\u010denia sa spotrebite\u013ea: kognit\u00edvne u\u010denie, u\u010denie opakovan\u00edm a podmie\u0148ovan\u00edm (klasick\u00e9 a in\u0161trument\u00e1lne podmie\u0148ovanie), u\u010denie napodob\u0148ovan\u00edm\" \/>\n<meta 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