Search

Gender pay gap can be defined as the difference between male and female earnings, for approximately equal amount of work and time involved. This difference is persistent in all industrialized countries, meaning that also in every country in Europe one can find differences in earnings between the genders. However, different European countries reported different levels of gender pay gap differences – from the highest of 27, 2% in Estonia (2018) to the lowest of 1, 46% in Luxembourg (2018). Although some countries have reported a decrease in the gender pay gap, it has shown to be persistent despite the changes in regulation that were introduced in order to equalize earnings between genders. In addition to the gender pay gap levels, genders in European countries differ by other factors, such as the participation in the labour market, ownership and running of a business, positions held in management of companies etc. Some of the aforementioned factors were analyzed as a basis for cluster analysis which was conducted in this paper. The analysis showed that there are different clusters of European countries according to the position of women in the economic and labour market. The differences among those clusters were also analysed, limitations of the study were presented as well as recommendations for future research.

The phenomenon of the gender pay gap can be defined as the difference in women’s and men’s median salary regardless of their ethnicity, religion, age or race. The gender pay gap has been an interesting and fairly well investigated subject of economic, sociological but also psychological and gender studies. Since it was first documented and analyzed, the authors have noticed a decrease in the gap since 1970s due to the rise in the awareness of the problem but also due to the changes in the economic and educational circumstances of women. Nevertheless, the gender pay gap stil exists in all the countries of the world and it results in women earning considerably less than men on average. Different papers and academic authors have dealt with issues of identifying factors and determinants causing the gender pay gap, such as differences in qualifiacations and treatment of workers, but also the economic, primarily financial, social and psychological consequences of this phenomenon. Whatever the focus of the research, all point to the fact that the gender pay gap affects both the labour market and working conditions both men and women face in the workplace. The gender pay gap has been thourougly investigated in the developed countries, such as USA, Australia, Canada or UK and France, but less attention has been given to the less developed countries of Europe. This paper explores the differences in the gender pay gap among European countries with an amphasis on the Republic of Croatia. Different aspects of the gender pay gap in Croatia have also been explored. This analysis has resulted in uncovering the need for development and application of appropriate measures aimed at reducing the gender pay gap in order to ensure a healthy and successful social and economic development of the country. In the conclusion of the paper, recommendations for future research have also been presented.

Pandemija COVID-19 uvelike je utjecala na mnoge aspekte života i ponašanja potrošača, među ostalim i na način na koji koriste bankarske usluge. Ovo istraživanje provedeno je s ciljem istraživanja utjecaja pandemije COVID-19 na ponašanje potrošača vezano uz korištenje bankarskih usluga u Republici Hrvatskoj. U ovu svrhu provedeno je istraživanje uz pomoć anketnog upitnika. Anketni upitnik ispunilo je 68 ispitanika online. Rezultati istraživanja upućuju na promjenu ponašanja potrošača vezano uz korištenje bankarskih usluga uslijed pandemije COVID-19, budući da iskazuju veću sklonost korištenju mobilnih i internetskih bankarskih usluga nego prije pandemije. U radu su pružene preporuke za menadžere banki, a u zaključku su iznesena ograničenja rada kao i preporuke za buduća istraživanja.

Dosadašnja istraživanja osobnih vrijednosti pokazala su postojanje razlika između muškaraca i žena u važnosti koje pridaju osobnim vrijednostima, no pronađene su i razlike između generacija i dobnih skupina. Međutim, niti jedno od ovih istraživanja nije utvrdilo postojanje generacijskih razlika u osobnim vrijednostima kupaca automobila te ovo postaje cilj ovoga istraživanja. Kako bi se navedeni cilj istraživanja postigao, provedeno je empirijsko istraživanje na uzorku od 676 kupaca iz Republike Hrvatske uz pomoć validiranog mjernog instrumenta PVQ kojega je razvio Schwartz. Prikupljeni podaci analizirani su pomoću faktorske analize te ANOVA-e i Tukeyjevog HSD testa. Faktorska analiza omogućila je izdvajanje tipova osobnih vrijednosti kupaca automobila, dok je ANOVA provedena s ciljem pronalaženja razlika između generacijskih skupina temeljem važnosti koju pridaju pojedinim tipovima osobnih vrijednosti. Rezultati su pokazali kako hrvatski kupci automobila uglavnom iskazuju istu strukturu osobnih vrijednosti, tj. pomoću faktorske analize uspješno se izdvojilo devet tipova osobnih vrijednosti. Nakon provedene ANOVA-e utvrđeno je postojanje statistički značajnih generacijskih razlika između kupaca automobila u sedam tipova osobnih vrijednosti. U zaključku rada se iznose i implikacije istraživanja, kao i preporuke za daljnja istraživanja.

Since the beginning of the world pandemic of COVID-19, countries around the world have experenced fundamental changes to their social, political and economic circumstances. The negative impacts of the pandemic are already visible and they threaten to affect global economic trends in the future which is why it is important to understand the impact of COVID-19 on the economy. The purpose of this research was to contribute to understanding the influence of COVID-19 on consumer behavior. This research attempts to investigate the changes in consumer spending habits concerning some products and services and also their attitudes about the economic situation and spending during the COVID-19 pandemic. The study focuses on changes in consumption of food, travel services, clothes buying, travel habits. In addition, changes in consumers' attitudes about the economic situation and their willingness to spend were investigated. Finally, the research tries to identify the COVID-19 induced changes in the spending habits and spending attitudes of Croatian consumers. The research was conducted in Croatia in May and June 2022 on a sample of consumers who participated in an online panel. The results of this research provide useful knowledge and information both for academic researchers and practitioners, but there are also some limitations and further questions that require investigation that are also being discussed in the paper.

Cilj ovog rada je opisati i analizirati karakteristike amaterskih sportaša kao turista na primjeru trek i trail trkača u Republici Hrvatskoj te pronaći razlike u njihovom ponašanju i potrošnji na pojedinim utrkama. Nakon provedene analize podataka prikupljenih provedenim anketnim upitnikom uspješno je opisan prosječan trkač trek i trail utrka u Republici Hrvatskoj, tj. izrađen je profil trek i trail trkača. Nadalje, ispitanici su podijeljeni u skupine po iznosu koji su voljni potrošiti na pojedinoj utrci te je utvrđeno kako se ovako izdvojene skupine trkača međusobno razlikuju po određenim karakteristikama i ponašanjima u utrkama. Na temelju rezultata istraživanja dane su implikacije za marketinšku praksu i teoriju.

According to relevant authors from scientific fields of sociology, psychology, anthropology, marketing etc., personal values are an important predictor of consumer behaviour ; they can influence a person’s attitudes, preferences, choices, and behaviour. Furthermore, many relevant authors have proven that investigating personal values can be a good basis for understanding motives for consumer behaviour and decision making. Despite its potential for understanding consumer behaviour, research on personal values as predictors of consumer behaviour in Croatia have not been satisfactory or sufficient. In addition, research on personal values was rarely conducted on a specific aspect of consumer behaviour, i.e., decision-making process when buying a car. Thus, this paper deals with investigating personal ecological values (unity with nature and protecting the environment described by Schwartz) as predictors of decision-making process of buying a car. The research was conducted on a sample of 561 respondents who bought a car within the last five years. The respondents were chosen based on a method of stratified sampling and were surveyed by telephone and online. The questionnaire was based on the PVQ scale for measuring values developed by Schwartz, scales for measuring car buying decision-making found in the relevant literature and interviews with car buyers. The respondents expressed their agreement with the statements describing their behaviour and attitudes towards protecting natural environment and respect for nature. Also, they answered questions regarding their car buying behaviour and decision-making, and some of their demographic and car ownership characteristics. The collected data was analysed with the MANOVA method. The conducted analysis proved that the values of unity with nature and protecting the environment significantly and positively affect some aspects of car decision- making process as well as some aspects of car ownership. The implications of the research, as well as limitations and recommendations for future research, were also given in the conclusion of the paper.

This paper aimed to identify the factors and segments of car buyers based on their personal values and analyzing their relation to car buyers’ choice and intention to buy. A survey involving 561 participants was conducted using the PVQ scale and additional questions about car-buying behavior. Upon collecting the data, statistical analysis was conducted that allowed for nine value types to be successfully distinguished among car buyers: benevolence, universalism, self-direction, stimulation, hedonism, achievement, and power, security, conformity, and tradition. Additionally, based on the abovementioned value types, different consumer segments were distinguished: "opened to change", "self-transcendent", "self enhanced" and "conservative". Furthermore, the results show that segments of car buyers differ in their preferences of car models, i.e. they choose or intend to buy different car models. The conclusion presents the contribution of the paper, limitations, and guidelines for future research.

The aim of this paper is describing and comparing characteristics of car buyers from Eastern Croatia (Osijek-Baranja, Vukovar-Srijem, Brod-Posavina, Virovitica-Podravina, Požega-Slavonia, Sisak- Moslavina and Bjelovar-Bilogora County), Central Croatia (Zagreb City, Zagreb, Koprivnica-Križevci, Karlovac, Krapina-Zagorje, Varaždin and Međimurje County) and Adriatic Croatia (Dubrovnik-Neretva, Istria, Lika-Senj, Primorje-Gorski Kotar, Šibenik- Knin, Zadar and Split-Dalmatia County). The buyers are compared based on their demographic and some of their car buying characteristics. Data was collected with the survey method and the car buyers were contacted by phone and internet. Collected data were analysed with cross tabulation. The results of the paper indicate the existence of statistically significant differences among car buyers from Eastern, Central and Adriatic Croatia based on their household monthly income, gender, education, number of owned cars, criteria of price and country of origin, choice of new vs. used cars and involvement in car purchase. The results of the paper point to marketing implications for car dealers and manufacturers intending to sell to buyers in different regions of the Republic of Croatia. Limitations of the research and implications for future research were also presented.

Foreign tourist demand is in constant and stable growth during recent decades and has proven to be a relevant factor for economic growth and development of many countries. Revenues reached by different countries owing to the inflow of foreign tourists have positive effects on employment growth, income of residents and infrastructure development. Understanding the motivational factors of foreign tourists should serve as a basis for developing strategies to attract foreign tourists that would be successful. Knowledge about factors that are statistically significant for the selection of eastern Croatia as a destination for foreign tourists could greatly contribute to the understanding of their motivation. This paper explored the factors that determine foreign tourist demand from major emitting countries for tourists who visit eastern Croatia. In the paper tourist demand is approximated by the number of overnight stays of foreign tourists in five Slavonian counties. Independent variables in the model were incomes of tourists, travel costs, accommodation capacity, exchange rate, weather conditions and the level of prices in the destination. Econometric models of foreign tourist demand were estimated for the five most common emitting countries for the period from 1995 to 2014, and the results were accordingly interpreted. The analysis showed that tourist demand from Austria depends on the accommodation capacity, those from Bosnia and Herzegovina and Italy depends on their own income, and those from Slovenia depends both on their own income and accommodation capacity. The research results provide those employed in the tourism sector with additional insights into the behavior of foreign tourists, and also how and which variables should be influenced in order to attract more tourists from the countries included in the analysis. The costs of travel and weather conditions did not prove to be significant determinants of tourist demand.

This thesis explores the nature of the emancipation of Chinese Indonesians after the fall of Suharto in 1998. In contrast to the dominant scholarship, which has approached this subject in secular terms, the thesis foregrounds the historical role of religion in the process of political recognition of Chinese Indonesians during this period. This approach is substantiated by an exploration of the sites of Cheng Ho-related piety and Islamic devotion found across the archipelago. The ethnographic research into the Chinese sacred sites and temples where the spirit of the Ming Dynasty admiral, Cheng Ho, is worshipped is presented first. This exploration goes beyond the traditional focus on Javanese sites and uncovers a hitherto unstudied group of Chinese shrines in West Kalimantan. The discussion of the history of the formalisation of polymorphous Cheng Ho-related worshipping modalities is then linked to the history of the Chinese religion in Indonesia and its de-legitimisation. One of the main findings of this thesis is that the struggle for the recognition of Confucian Religion as an Indonesian religion is inextricable from the wider struggle for Chinese Indonesian emancipation. The ethnographies of the mosques devoted to Cheng Ho and—formally or informally—managed by the largest Chinese Muslim organisation in Indonesia offer new insights into the history behind the foundation of these mosques. The erection of the mosques is usually seen to have resulted from the successful outcome of the struggle to acknowledge Chinese as Muslim Indonesians after 2000, but it was, in fact, pioneered by Yunus Yahya in the 1980s and 90s. In addition to tracing the struggle for emancipation, this thesis also investigates the nature of anti-Chinese sentiment in Indonesian history. It establishes an organic connection between Dutch-nurtured anti-Chinese affective dispositions and the Cold War Sinophobia of the Western bloc. In doing so, it provides an insight into the analytical complicity of the Western bloc geopolitics of anti-Communist Area Studies with anti-Confucian politics in Indonesia. The political effect of Sinophobia as an emotional regime is studied here through Critical Race and Queer theory perspectives. Scholarship critically addressing the secular constraints on the liberal model of democracy, such as Poststructuralist theory, offers a framework for assessing piety in political terms. With the findings presented in this thesis, the study of democratic modalities alternative to those offered by liberalism can be deployed in scholarship on Indonesia.

The research is conducted using a survey in Osijek-Baranya County. Buying locally produced products has become more important for producers in Osijek-Baranya County since the beginning of the economic crisis. The knowledge on who buys locally produced products, why and for what reasons, might provide vital information for Slavonian producers. Succesful product differentiaion and finding optional marketing and promotional solutions require specialized knowledge on consumer's preferences concerning locally produced products. The findings of this paper point to suitable marketing and promotional tools for different consumer segments based on preferences concerning locally produced products. The information collected is analysed using statistical methods.

Institucije u hrvatskom sustavu visokog obrazovanja, kao i u ostatku svijeta, danas moraju djelovati u turbulentnoj okolini. Hrvatska veleučilišta stoga moraju poznavati i razumjeti promjene u svojoj okolini kako bi na njih ispravno reagirala. Veleučilište “Nikola Tesla” u Gospiću jedno je od veleučilišta koje se suočava sa sve većom konkurencijom, no i problemom smanjenja broja upisanih studenata. Pri rješavanju ovih problema potrebno je primijeniti marketinške metode i tehnike za razumijevanje procesa odlučivanja o upisu na Veleučilište. U svrhu boljeg razumijevanja ovog procesa i načina na koji se na njega može utjecati, u radu su ispitani kriteriji koje studenti koriste prilikom donošenja ove odluke. Provedenim istraživanjem utvrđeno je da neki kriteriji imaju veći utjecaj na odluku o upisu (lokacija Veleučilišta, stručno usmjerenje, razumni uvjeti upisa te primjenjivost stručnog znanja u praksi i pronalaženju zaposlenja koja je i ključni element izbora), dok drugi imaju znatno manji utjecaj. Osim ovoga, nije pronađena veća razlika između muških i ženskih ispitanika što se tiče važnosti koju pridaju različitim kriterijima. Pomoću faktorske analize kriteriji za upis na Veleučilište grupirani su u pet faktora: Kvaliteta obrazovanja, Uvjeti studiranja, Imidž institucije, Trošak obrazovanja, te Utjecaj prijatelja i obitelji.

Cilj ovog rada je analiza zadovoljstva životom stanovnika Ličko-senjske županije s obzirom na dob, spol, stupanj obrazovanja, prosječna mjesečna primanja te mjesto stanovanja. Analizira se i povezanost zadovoljstva vlastitim životom s podržavanjem ulaska Republike Hrvatske u Europsku uniju te općenitom slikom o Europskoj uniji. U istraživanju je sudjelovalo 104 ispitanika oba spola u dobi od 18 do 83 godine. Rezultati su pokazali da se obzirom na zadovoljstvo životom stanovnici Ličko-senjske županije razlikuju značajno po visini prosječnih mjesečnih primanja, dok se po dobi, spolu, stupnju obrazovanja i mjestu stanovanja ne razlikuju značajno. Ulasku u Europsku uniju naklonjenije su osobe s prosječnim mjesečnim primanjima većim od 6000 kuna, dok su najmanje naklonjene osobe s primanjima između 3000 kuna i 6000 kuna. Osobe s pozitivnom slikom o Europskoj uniji podržavaju ulazak u Europsku uniju. Istraživanje pokazuje smjer za razvoj marketinške komunikacije u svrhu izgradnje pozitivne slike o Europskoj uniji kod stanovnika Ličko-senjske županije.

Economic development has improved people’s quality of life, but simultaneously has disrupted the natural balance and compromised the survival of future generations. In order to investigate the key factors responsible of environmental behaviour, it is important to determine the nature of the relationship between consumers' personal values and environmental concern, and consequently their environmentally responsible behaviour. // To prove the hypotheses, desk and field research were conducted. The research instrument consisted of scales known from the literature. Different methods of descriptive and inferential statistics were implemented in data analysis. Research results confirmed the set of hypotheses. A positive relationship was established between personal values, such as relationship values, intellectual values and universalism values, and environmental concern. On the other hand, a negative correlation was established between environmental behaviour and self-direction values. Furthermore, persons with higher results on the environmental concern scale support environmental protection both directly and indirectly.

Cilj ovog istraživanja je korištenjem odgovarajućih multivarijatnih tehnika izdvojiti različite faktore potrošačkog etnocentrizma, na temelju tih tipova segmentirati tržište potrošača te analizirati osnovna svojstva dobivenih segmenata. Istraživanjem provedenim na području Ličko-senjske županije pronađeno je tri tipa potrošačkog etnocentrizma te četiri segmenta potrošača. Dobiveni rezultati upućuju na različite strategije oglašavanja, tj. marketinškog komuniciranja koje bi proizvođači trebali razvijati za različite segmente potrošača na temelju njihovog potrošačkog etnocentrizma.

Pri provođenju različitih vrsta istraživanja nameće se problem odabira uzorka te je zato ova tema od posebnog značaja za sve istraživače. Rezultat samog istraživanja uvelike ovisi o načinu odabira uzorka. U ovom radu dan je pregled vrsta uzoraka, a opisane su i podvrste koje se u istraživanjima često koriste. Također, navedene su i prednosti i nedostaci pojedinih vrsta uzoraka. U drugom dijelu rada dan je teoretski okvir uporabe uzoraka u marketinškim istraživanjima. Pomoću metode istraživanja za stolom (desk research) istražilo se i recentna marketinška istraživanja provedena u Republici Hrvatskoj te je ispitana uporaba uzoraka u navedenim marketinškim istraživanjima.

The aim of this paper is to attempt to determine the influence of entrepreneurial zones in town of Valpovo on its urban competitiveness. Valpovo is a town in eastern Croatia which is located in Osijek-Baranja County. This town is still facing with such problems as lack of job opportunities, concentration of low-income families, inadequate public infrastructure and depopulation, which is becoming an increasing pro blem in Valpovo. One of the attempts to improve the economical circumstances in the town was the establishment of the entrepreneurial zones in Valpovo. These zones are comprised of a small enterprise zone, a business and an industrial zone. Statistical methods are used in order to investigate the influence of entrepreneurial zones of town of Valpovo on its urban competitiveness. Urban competitiveness is the ability of an urban area to use the factors of competitiveness in order to make a competitive position and maintain it among other urban areas. Urban competitiveness is often closely related to a town or city’s economic performance, which is the viewpoint applied by the authors. Thus measurement of competitiveness is accomplished by measuring its economic competitiveness, which is being determined through variables of town’s overall revenues, its revenues from taxes and the number of the unemployed. The analyzed data refer to the data collected before and after the establishment of the entrepreneurial zones. The analysis indicates that the influence of the entrepreneurial zones proves to be beneficial to some of the observed indicators. The entrepreneurial zones, however, do not provide an adequate boost to the urban competitiveness of Valpo vo, since economical problems it is faced with are still not being solved. In order to support the development and influence of the entrepreneurial zones on urban competitiveness of Valpovo, the local government must develop links among the key institutions, an entrepr eneurial spirit and a commitment to risk taking and risk sharing by its inhabitants.

Ciljevi ovog rada su identificiranje odnosa između ulaganja u marketinške aktivnosti i broja dolazaka posjetitelja Nacionalnog parka Sjeverni Velebit te utjecaj ostalih relevantnih faktora kao što su BDP, tečaj eura prema kuni, meteoroloških prilika te ekonomske krize na broj dolazaka posjetitelja u Nacionalni park Sjeverni Velebit. Prikupljeni podaci o broju dolazaka posjetitelja i ulaganjima u marketinške aktivnosti svedeni su na kvartalnu razinu za razdoblje od 2002. do 2011. godine nakon čega je provedena statistička analiza procjenom modela višestruke linearne regresije korištenjem metode najmanjih kvadrata. Rezultati istraživanja upućuju na postojanje pozitivnog i statistički signifikantnog utjecaja ulaganja u marketinške aktivnosti na broj dolazaka stranih posjetitelja. Također, utvrđeno je postojanje pozitivnog i statistički signifikantnog utjecaja ulaganja u marketinške aktivnosti u trećem kvartalu na broj domaćih posjetitelja kao i na ukupan broj posjetitelja. Utvrđeno je i postojanje pozitivnog utjecaja porasta BDP-a Republike Hrvatske na broj dolazaka domaćih posjetitelja te posljedično i na ukupan broj dolazaka posjetitelja kao i porasta tečaja eura prema kuni na broj dolazaka stranih posjetitelja. Iz rezultata istraživanja vidljivo je da u marketinške aktivnosti, na koje Nacionalni park Sjeverni Velebit ima mogućnost utjecati, treba dodatno ulagati, u prvom redu u word-of-mouth oglašavanje.

The goal of the research is to determine the important characteristics and the relationships between the number of bed-nights of domestic and foreign tourists in Croatia, along with the overall economic activity of Croatia in the sense of Granger causality, analysis of dynamics and innovation analysis. Vector error correction model is used in order to identify shocks on the basis of monthly data. To empirically estimate the relationships among data, time series analysis including the analysis of autocorrelation and partial autocorrelation functions was conducted, as well as the unit root tests, vector autoregression, Granger causality test and vector error correction model. The results indicated the existence of the cointegration of the variables, which led to the specification of the VEC model. The results of the conducted research indicated the increase in GDP would lead to the increase in the number of bed- nights of domestic tourists, which can be ascribed to the development of the positive economic climate and the increase of incomes of the inhabitants, which in turn they are inclined to use on non-essential goods such as travel.

U ovom radu opisani su osnovni koraci faktorske analize, prednosti i nedostaci te znanstvena područja u kojima je faktorska analiza našla svoju primjenu s posebnim naglaskom na marketingu. Faktorska analiza je generički naziv za skup multivarijatnih statističkih metoda čiji je primarni cilj definiranje temeljnih struktura unutar matrice podataka. Faktorskom analizom otkrivaju se međusobne veze između velikog broja varijabli tako da se definira skup temeljnih dimenzija koje se nazivaju faktorima, a zatim se procjenjuje u kojoj je mjeri svaka varijabla objašnjena faktorom kojem pripada. Počeci faktorske analize datiraju još s početka 20. stoljeća, a veže se za istraživanja iz psihologije i psihometrike. Dva su osnovna tipa faktorske analize: eksploratorna i konfirmatorna. U radu su opisani koraci po kojima se provodi faktorska analiza. Na kraju rada dan je kratak pregled najvažnijih prednosti i nedostataka faktorske analize i kratak pregled znanstvenih područja u kojima je faktorska analiza našla svoju primjenu te postala jedna od važnijih tehnika. Dan je pregled različitih primjena faktorske analize u marketinškim istraživanjima.

Ovaj rad istražuje različite načine upravljanja ljudskim resursima kroz primjere iz poslovne prakse, a baziran je na pretpostavci da se interakcijom poslodavaca i zaposlenika uspostavljaju odnosi koji svim stranama omogućuju permanentno cjeloživotno učenje, motiviranje i osobni razvitak uz komunikaciju i suradnju. Praktični primjeri međusobno različite prirode koji su ovdje analizirani ilustriraju različite smjerove u kojima su se takve interakcije razvile. Istraživački napor u ovom radu pretendira ka razumijevanju psiho-socijalnog aspekta kompleksnih odnosa koje upravljanje ljudskim resursima uključuje. U uvodnom dijelu rada dan je presjek sadržaja pojmova upravljanje, resursi, ljudi, kao i njihove korelacije u smislu složenog procesa, dok su u narednom poglavlju analizirani psiho-socijalni aspekti upravljanja ljudskim resursima, a centralni dio rada predstavlja pokušaj iskustvene provjere pretpostavke na kojoj je rad baziran. Kada je riječ o metodološkim procedurama, korištena je anketa i primjeri iz osobne poslovne prakse koji su i priloženi radu. This paper explores different ways of managing human resources through the examples taken from the business practice, and is based on the assumption that the interaction of an employer and an employee establishes relationships that provide all the parties with the lifelong learning, motivation and personal development through communication and cooperation. The practical examples of mutually different nature that were analysed here illustrate the different directions in which such interactions have developed. The research effort in this paper aims to understand the psycho-social aspect of the complex relationships that human resource management involves. The introductory part of the paper analyses the terms management, resources, people, as well as their correlations in terms of a complex process, while the next chapter analyses the psycho-social aspects of human resource management, and the central part of the paper represents an attempt to experientially test the assumption it was based on. When it comes to the methodological procedures, a survey and examples from personal business practice were used and presented in the paper.

Ovaj rad donosi detaljno pojmovno određenje supkulture i ponašanja potrošača koji čine temeljnu tematsku okosnicu rada. U radu su iznesena obilježja supkulture i njihova podjela s obzirom na narod, religiju, regiju, odnosno zemljopisni položaj, rasu, dob i spol. Posebno poglavlje odnosi se na urbane supkulture koje uključuju skupine s obzirom na glazbu koju slušaju, aktivnosti kojima se članovi bave, zanimanja, stil i sl., a to su šminkeri, punkeri, navijači i metalci. Kako supkulture utječu na ponašanje potrošača, donosi završno poglavlje u teorijskom dijelu rada, a time se bavi i praktični dio koji donosi rezultate istraživanja koje se odnosilo prvenstveno na kupovinu odjevnih predmeta. This thesis provides a detailed conceptual definition of subculture and consumer behavior, which makes the basic theme of the paper. The characteristics of subcultures and their classification according to nation, religion, region or geographic location, race, age and gender are presented in this thesis. A distinct chapter refers to urban subculture, which includes groups based on the music they listen to, activities that members participate in, interests, style etc. Those groups are presented by make-up artists, punks, fans and metalheads. The final chapter in theoretical part of the thesis explains how subcultures influence the behavior of consumers which is also the subject of the practical part of the thesis, which presents the results of empirical research which primarily deals with the purchase of clothing.

Marketing povezan s općom dobrobitije jedan od oblika društveno odgovornog poslovanja kojim poduzeća i organizacije nastoje zadovoljiti svakodnevne izazove s kojima se susreću u poslovanju. Primjena koncepcije opće dobrobiti u marketingu sve je ĉešća poslovna praksa mnogih poduzeća koja pridonosi zajednici i ostvaruje korist svim ukljuĉenim stranama (poduzećima, potrošaĉima i neprofitnim organizacijama). U radu se raspravlja o ulozi marketinga povezanog s općom dobrobiti kao kvalitetnoj znaĉajci marketinga koji je ĉesto kritiziran zbog visokih cijena, dovoĊenja potrošaĉa u zabludu i sl. Pred poduzećima se nalaze brojni izazovi prema kojima poslovanje mora biti uspješno ali se mora voditi briga i o zajednici. Upravo se iz tih razloga razvio i marketing opće dobrobiti koji donosi korist poduzeću i društvu. Cause related marketing is a form of corporate social responsibility used by companies and organizations in order to meet their everyday business challenges. An increasing number of companies is adopting cause related marketing as their business practice; whichcontributes to the community and provides benefits for all parties involved (companies, consumers and non-profit organizations). This paper is concerned with the role of cause related marketing as a quality feature of marketing that is often criticized for its high prices, its feature of misleading consumers etc. Nowadays, companies not only have many challenges to accomplish, but at the same time they are expected to take care of the community. Cause related marketing, that benefits both the company and society, is a result of the aforementioned reasons.