| Abstract | Potrošači kao važan element marketinške strategije predstavljaju pojedince sa određenim karakteristikama kao što su motivacija, reagiranje, preferencije te način razmišljanja. Epidemija Covid-19 unijela je velike promjene u živote potrošača, a proizvođače je natjerala na osmišljavanje novih marketinških strategija s ciljem prilagodbe novonastaloj situaciji. Jedna od tih prilagodba obuhvaća kreiranje online proizvoda.
U ovom završnom radu istražit ćemo ponašanje potrošača i njihovu reakciju na navedene promjene, a zatim i učinkovitost samih kanala prodaje i komunikacije. Potrošači koji čine uzorak u ovom istraživanju su polaznici unutar Krav Maga sustava, a kroz istraživanje uspoređujemo njihove reakcije na dvije različite vrste treninga: online i uživo. Kroz istraživanje želimo saznati koji su kanali i načini komunikacije učinkovitiji od drugih, pri čemu učinkovitost mjerimo konverzijom, odnosno kupnjom članarine. Također želimo saznati postoje li značajne razlike između učinkovitosti različitih kanala komunikacije kada se radi o online, a kada o klasičnim treninzima, odnosno treninzima u dvorani. U okviru rada uspoređuju se podaci komunikacije s korisnicima uz pomoć alata Google Analytics, Google oglašavanje, Facebook Business Manager i CMS sustav. Ciljevi istraživanja su ustanoviti postoji li razlika između ponašanja potrošača kod polaznika klasičnog i online treninga te saznati koji su kanali i način komunikacije učinkovitiji od drugih kanala i načina za privlačenje potencijalnih korisnika Krav Maga proizvoda i usluga. Rezultati istraživanja omogućit će uvid u zadovoljstvo korisnika Krav Maga sustava što dovodi do mogućnosti implementacije takvih saznanja u marketinšku strategiju daljnjeg rada navedene organizacije. Jednako tako, rezultati ovog istraživanja mogu biti kvalitetan input za promišljanje marketinške strategije za druge slične proizvode i usluge. |
| Abstract (english) | Consumers as an important element of marketing strategy represent individuals with certain characteristics such as motivation, reaction, preferences, and way of thinking. The Covid-19 epidemic brought major changes to the lives of consumers and forced manufacturers to devise new marketing strategies in order to adapt to the new situation. One of these adaptations includes the creation of online products.
In this final paper, we will investigate the behavior of consumers and their reactions to the mentioned changes, as well as the effectiveness of the sales and communication channels themselves. The consumers who make up the sample in this research are participants within the Krav Maga system, and through the research, we compare their reactions to two different types of training: online and live. Through research, we want to find out which channels and methods of communication are more effective than others, whereby we measure effectiveness by conversion, i.e. purchase of membership fees. We also want to find out if there are statistically significant differences between the effectiveness of different communication channels when it comes to online and when it comes to classic training, i.e. training in the hall. As part of the work, the data of communication with users are compared with the help of Google Analytics, Google Ads, Facebook Business Manager, and the CMS system. The goals of the research are to establish whether there is a significant difference between consumer behavior in classical and online training participants and to find out which channels and methods of communication are more effective than other channels and methods for attracting potential users of Krav Maga products and services. The results of the research will provide insight into the satisfaction of users of the Krav Maga system, which leads to the possibility of implementing such knowledge into the marketing strategy of the further work of the mentioned organization. Equally, the results of this research can be a quality input for rethinking the marketing strategy for other similar products and services. |
