[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.zahoranek.cz\/jak-probiha-proces-rozhodovani-zda-koupit-ci-nekoupit\/#Article","mainEntityOfPage":"https:\/\/www.zahoranek.cz\/jak-probiha-proces-rozhodovani-zda-koupit-ci-nekoupit\/","headline":"Jak prob\u00edh\u00e1 proces rozhodov\u00e1n\u00ed, zda koupit \u010di nekoupit?","name":"Jak prob\u00edh\u00e1 proces rozhodov\u00e1n\u00ed, zda koupit \u010di nekoupit?","description":"Proces rozhodov\u00e1n\u00ed spot\u0159ebiteleje souhrn krok\u016f, jimi\u017e spot\u0159ebitel proch\u00e1z\u00ed, kdy\u017e je postaven p\u0159ed probl\u00e9m, jak\u00fd produkt si m\u00e1 zakoupit. Cel\u00fd.","datePublished":"2025-03-03","dateModified":"2023-05-01","author":{"@type":"Person","@id":"https:\/\/www.zahoranek.cz\/author\/devene\/#Person","name":"devene","url":"https:\/\/www.zahoranek.cz\/author\/devene\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/c4e504508c75b610a351629e223ddd0c5b7858df84b2b7deedc4e007bdf99fc8?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/c4e504508c75b610a351629e223ddd0c5b7858df84b2b7deedc4e007bdf99fc8?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"zahoranek.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.zahoranek.cz\/wp-content\/uploads\/img_a305274_w1949_t1516794588.jpg","url":"https:\/\/www.zahoranek.cz\/wp-content\/uploads\/img_a305274_w1949_t1516794588.jpg","height":0,"width":0},"url":"https:\/\/www.zahoranek.cz\/jak-probiha-proces-rozhodovani-zda-koupit-ci-nekoupit\/","wordCount":450,"articleBody":"Proces rozhodov\u00e1n\u00ed spot\u0159ebiteleje souhrn krok\u016f, jimi\u017e spot\u0159ebitel proch\u00e1z\u00ed, kdy\u017e je postaven p\u0159ed probl\u00e9m, jak\u00fd produkt si m\u00e1 zakoupit. Cel\u00fd proces se skl\u00e1d\u00e1 z\u00a0p\u011bti krok\u016f \u20131. rozpozn\u00e1n\u00ed probl\u00e9mu\u2013 za\u010d\u00edn\u00e1 okam\u017eikem, kdy spot\u0159ebitel zjist\u00ed, \u017ee m\u00e1 ur\u010ditou pot\u0159ebu. Marketingov\u00fd pracovn\u00edk pot\u0159ebuje poznat faktory, kter\u00e9 tuto situaci vyvol\u00e1vaj\u00ed \u010di ovliv\u0148uj\u00ed.2. hled\u00e1n\u00ed informac\u00ed\u2013 hlavn\u00ed zdroje informac\u00ed jsou osobn\u00ed, kter\u00e9 spot\u0159ebitel z\u00edsk\u00e1v\u00e1 od p\u0159\u00e1tel \u010di od rodiny, d\u00e1le komer\u010dn\u00ed prost\u0159ednictv\u00edm reklamy a webu, ve\u0159ejn\u00e9 p\u0159ich\u00e1zej\u00ed skrz masov\u00e9 sd\u011blovac\u00ed prost\u0159edky, zku\u0161enostn\u00ed z\u00edskan\u00e9 zach\u00e1zen\u00edm s\u00a0v\u00fdrobkem. \u00dakolem marketingu je identifikovat zdroje informac\u00ed spot\u0159ebitele a ur\u010dit jejich d\u016fle\u017eitost.3. hodnocen\u00ed alternativ\u2013 ka\u017ed\u00fd spot\u0159ebitel se sna\u017e\u00ed uspokojit pot\u0159eby a hled\u00e1 ur\u010dit\u00e9 v\u00fdhody. Produkt p\u016fsob\u00ed jako soubor vlastnost\u00ed. Spot\u0159ebitel si o zna\u010dce utvo\u0159\u00ed ur\u010dit\u00e9 p\u0159esv\u011bd\u010den\u00ed a ka\u017ed\u00e9 vlastnosti p\u0159ilo\u017e\u00ed pro n\u011bj u\u017eitkovou funkci.4. n\u00e1kupn\u00ed rozhodnut\u00ed\u2013 jedn\u00e1 se o rozhodnut\u00ed, kter\u00fd produkt z\u00e1kazn\u00edk koup\u00ed, zvol\u00ed prodejce, mno\u017estv\u00ed, dobu n\u00e1kupu a zp\u016fsob platby. Do rozhodnut\u00ed mohou vstoupit ru\u0161iv\u00e9 faktory (postoje ostatn\u00edch, neo\u010dek\u00e1van\u00e9 faktory).5. pon\u00e1kupn\u00ed chov\u00e1n\u00ed\u2013 po n\u00e1kupu m\u016f\u017ee b\u00fdt z\u00e1kazn\u00edk spokojen nebo nespokojen. Nespokojenost zp\u016fsoben\u00e1 pon\u00e1kupn\u00edm konfliktem se naz\u00fdv\u00e1 kognitivn\u00ed disonance.\tTypy kupn\u00edch rozhodnut\u00edRozli\u0161ujeme 3 typy rozhodovac\u00edch situac\u00ed:\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Rutinn\u00ed, zvykov\u00e9 chov\u00e1n\u00ed \u2013 projevuje se u zbo\u017e\u00ed, kter\u00e9 spot\u0159ebitel dob\u0159e zn\u00e1, kter\u00e9 nakupuje b\u011b\u017en\u011b a kter\u00e9 nen\u00ed spojeno s velk\u00fdm rizikem. Z\u00e1kazn\u00edci p\u0159itom nepot\u0159ebuj\u00ed z\u00edsk\u00e1vat a vyhodnocovat informace o v\u00fdrobku a jeho vlastnostech, koup\u011b b\u00fdv\u00e1 \u010dasto zcela impulsivn\u00ed a proces vyhodnocov\u00e1n\u00ed n\u00e1kupu odpad\u00e1.\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Omezen\u00e9 \u0159e\u0161en\u00ed probl\u00e9mu \u2013 pokud se jedn\u00e1 o zbo\u017e\u00ed nakupovan\u00e9 ob\u010das, kdy spot\u0159ebitel zn\u00e1 danou v\u00fdrobkovou kategorii, ale rozhoduje semezi nevyzkou\u0161en\u00fdmi v\u00fdrobky nebo zna\u010dkami, hled\u00e1 \u010dasto pouze n\u011bkter\u00e9, dopl\u0148kov\u00e9 informace, kter\u00e9 pakvyhodnot\u00ed a teprve pak se rozhodn\u011b, zda v\u00fdrobek koup\u00ed.\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Roz\u0161\u00ed\u0159en\u00e9 rozhodov\u00e1n\u00ed \u2013 zde se pln\u011b uplat\u0148uj\u00ed v\u0161echny f\u00e1ze kupn\u00edho rozhodov\u00e1n\u00ed. Uplat\u0148uje se u produktu s n\u00edzkou frekvenc\u00ed n\u00e1kupu, s\u00a0vysokoucenou a velk\u00fdm vn\u00edman\u00fdm rizikem. Spot\u0159ebitel proto chce z\u00edskat relativn\u011b velk\u00e9 mno\u017estv\u00ed informac\u00ed a ty pakvyhodnot\u00ed s\u00e1m nebo s pomoc\u00ed jin\u00fdch lid\u00ed (p\u0159\u00edbuzn\u00fdch, p\u0159\u00e1tel, odborn\u00edka). Firma by v takov\u00e9m p\u0159\u00edpad\u011b m\u011blaposkytovat co nej\u00fapln\u011bj\u0161\u00ed informace o sv\u00e9 nab\u00eddce. "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Jak prob\u00edh\u00e1 proces rozhodov\u00e1n\u00ed, zda koupit \u010di nekoupit?","item":"https:\/\/www.zahoranek.cz\/jak-probiha-proces-rozhodovani-zda-koupit-ci-nekoupit\/#breadcrumbitem"}]}]