Utjecaj medija pri odabiru boje automobila

master's thesis

• Author: Matea Tovernić
• Mentor: Lidija Mandić (mentor)
• Committee member: Maja Strgar Kurečić (član povjerenstva)
• Committee member: Lidija Mandić (član povjerenstva)
• Committee member: Ante Poljičak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2019-9-26, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

U ovom diplomskom radu je istraživan utjecaj medija na odabir boje bazirano na

automobilskoj industriji. U današnje vrijeme potrošač je svakodnevno izložen i zasićen

raznim reklamama iz svih izvora medija. Zbog toga proizvođači moraju temeljito

istražiti navike svojih ciljanih skupina. Proizvođači se općenito služe psihologijom boja,

metodama konstantnog ponavljanja i raznim drugim metodama kako bi zadobili pažnju

i utjecaj na potrošača. U teorijskom dijelu rada govori se općenito s bojama, psihologiji

boja, psihološkim atributima i najzastupljenijim bojama u automobilskoj industriji.

Istraživački dio je proveden putem online ankete. Plan istraživanja je temeljen

na odabranim modelima automobila, a stvarnim reklamama putem ankete istražen je

koliki je utjecaj medija na odabir boje prilikom kupovine automobila. U anketi za

odabrane automobile prvo je prikazan video zapis sa bojom koju je proizvođač odabrao

za predstavljanje. Zatim su postavljena pitanja bila takva da bi se vidjelo koliko je bitna

boja u odabiru automobila pri kupovini. Na samom kraju ankete ponuđene su slike sa

najčešćim bojama automobila, skupa sa bojom iz reklame, kako bi se vidjelo da li je

proizvođač, putem reklame, uspio utjecati na osobu prilikom odabira boje.

Cilj ovog diplomskog rada je istražiti koliki je utjecaj medija na potrošače

prilikom biranja boje bazirano u automobilskoj industriji. Automobilska industrija

pažljivo bira boje temeljene na psihologiji boja i potrošačkim navikama svojih ciljanih

skupina. Kroz medije ima veliki utjecaj na potrošača, te tako diktira i kreira trendove i

direktno utječe na njegov odabir. Hipoteze ovog istraživanja su: Mediji imaju veliku

ulogu u odabiru boje prilikom kupnje automobila. Korištenjem znanja o psihologiji

boja, proizvođač može direktno utjecati na kupca i njegov odabir.

Abstract (english)

This graduate thesis will explore the impact of the media on color selection

based on the automotive industry. Nowadays the consumer is exposed and saturated

daily with various advertisements from all media sources. For this reason manufacturers

need to thoroughly explore the habits of their target groups. Manufacturers generally

use color psychology, constant repetition methods and various other methods to gain

attention and influence on the consumer. Through the theoretical part of the paper, we

will be introduced to colors in general, to the psychology of colors, psychological

attributes and the most common colors in the automotive industry.

The research part will be conducted through an online survey. The research plan

is based on the selected car models and the actual advertisements. The survey will

investigate the impact of the media on color choices when buying a car. The selected

car survey will first show a video with the color that the manufacturer has selected for

presentation. Then the questions will be such as to see how important color is in

choosing a car when shopping. At the very end of the survey, images with the most

common car colors will be offered, along with the color from the advertisement, to see

if the manufacturer managed to influence the person through the advertisement when

choosing a color.

The aim of this thesis is to investigate the impact of the media on consumers

when choosing a color based in the automotive industry. The automotive industry

carefully selects colors based on the color psychology and consumer habits of its target

groups. Through the media, it has a great influence on the consumer, dictating and

creating trends and directly influencing his choice. The hypotheses of this research are:

Media plays a big role in choosing a color when buying a car. Using knowledge of the

psychology of color, the manufacturer can directly influence the customer and his

choice.

• Keywords: boja; automobil; mediji; marketing
• Keywords (english): color; automobile; media; marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:216:697669
• Study programme: Title: Graphic technology; specializations in: Graphic technology, Design of graphic products; Course: Graphic technology; Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije (sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2024-04-18 22:51:10