Consumers behavior during making purchasing decisions

U radu se opisuje marketing i ponašanje potrošača. Na samome početku definira se marketing i njegova obilježja. Nakon samoga marketinga bitno je upravljanje marketingom i njegove funkcije i podjele. Upravljanje marketingom ima šest važnih koncepcija od kojih se sastoji a to su: koncepcija proizvodnje, koncepcija proizvoda, koncepcija prodaje, koncepcija marketinga, koncepcija potrošača i koncepcija društvenoga marketinga. Osim marketinga važno je ponašanje potrošača koje je jako povezano s marketingom. Ponašanje potrošača smo podijelili na tri čimbenika koji ga čine. Detaljno je opisan proces donošenja odluke o kupnji. Kod procesa donošenja odluke o kupnji opisane su sve faze koje pokazuju kako se potrošači odnose tokom kupnje. Važno je istaknuti istraživanje o ponašanju potrošača te kako se ispitanici ponašaju tokom kupovine. Kod istraživanja možemo vidjeti da su žene najčešće osobe koje najviše kupuju. Kroz istraživanje smo mogli vidjeti kako se ponašaju tokom kupovine, te što je po njima jako važno kada kupuju određene stvari. Važno je da obrate pozornost kako se osoblje odnosi prema potrošačima te kako su zadovoljni odabranim proizvodom kojega kupe. This article describes the marketing and behavior of consumers. At the very beginning, marketing and its features are defined. After marketing, marketing management and its functions and divisions are essential. Marketing management has six important concepts, consisting of: concept of production, concept of product, concept of sales, marketing concepts, consumer concepts and concepts of social marketing. Apart from marketing, consumer behavior is very important to marketing. We divide consumer behavior into three factors that make it. The purchase decision process is described in detail. In the process of making a purchase decision, all phases that show how consumers relate to the purchase are described. It is important to highlight consumer behavioral research and how the respondents behave during the purchase. In research we can see that women are most often the people who buy the most. Through the research we could see how they behave during the shopping, and what is really important when buying certain things. It is important to pay attention to how the staff relates to consumers and how satisfied they are with the selected product that they buy.