IDENTIFYING OF ATTITUDES TO SOME BRANDS OF TOILET PAPER

Stališča so naučene predispozicije, s katerimi se odzivamo na določene objekte ali subjekte in se od posameznika do posameznika razlikujejo. Z njimi lahko ugotovimo, kakšno je mnenje potrošnikov do določenega izdelka, kakšen vpliv ima skupina na posameznika ter kakšne so razlike med ljudmi. Skratka, stališča so eden izmed najpomembnejših pojmov in so postala že skoraj nepogrešljiva pri raziskovanju vedenja potrošnikov za trženje. Prav tako kot stališča je za uspešno trženje pomembna tudi ustrezna segmentacija trga. Kadar podjetje za ciljno skupino svoje blagovne znamke izbere samo določene segmente potrošnikov, lahko izdelke natančno prilagodi njihovim potrebam ter tako uspešneje prepriča posameznike v nakup. Diplomski projekt v prvem delu govori o teoriji stališč ter na kratko opiše tudi segmentacijo trga, nato pa v drugem, empiričnem delu, predstavi raziskavo stališč potrošnikov do različnih blagovnih znamk toaletnega papirja. Pri tem upošteva v naprej določene segmente, izbrane s strani podjetja Paloma, d. d. V zaključnem delu so predstavljene ugotovitve raziskave Attitudes are pre learned expressions, favours or disfavours, resulting as a reaction to people, things, places or events. They can differ from one to another person. Attitudes help us to define consumer's opinion about particular product, to research the influence of the group on the individual and to define differences between individuals. To conclude, attitudes lately became one of the most important and indispensable part of researching consumer behaviour in marketing. Beside consumer attitude segmentation is also very important part of successful marketing strategy. When a company choose to serve one or few segments instead of the whole market, it can adopt products to meet consumer’s needs as good as possible and this can increase the probability of purchase. My project is divided into two parts. The first part summarizes the theory about attitudes and briefly talks about segmentation theory. The second part is empirical. Firstly there is a presentation of research of attitudes to some brands of toilet paper, according to chosen segments of Paloma brand. At the end there is a presentation of results and suggestions of marketing communication of toilet paper Paloma adopted to special features of specific segment and its ideal product.