594 KB54 KB199720232013Dremelj, NinaGolob, Uršaletnik:13številka:21str. 79-92ISSN:1408-1652COBISSID:32343645URN:URN:NBN:SI:doc-XWDZQN26slMarketing magazinAkademija MMcenemarketingpodjetjaponudbapotrošnikiprodajatrženjetržno komuniciranjeVečdimenzionalnost koncepta referenčne cene in njen vpliv na porabnika|The concept of reference price is getting more and more popular and is commonly applied when modelling the effect of pricing on consumer purchase behaviour. Companies in today's saturated markets are seriously challenged by how to set the right price and communication. Every day they face questions on how to attract consumers' limited attention and how to convince them that their products are the best choice. This paper includes a broad theoretical insight into the processes of shaping, use and effects of reference price. It underscores the advantages and possible consequences of such influence that marketing communication and the choice of the right store type can have on offer value. Empirical testing was performed as experimental research. The statistical analysis answers the research question on use and influence of reference price and the influence of external factors on offer value. Results show that consumers are in fact using the model of reference price to establish offer value. Furthermore, we find that comparative marketing does not have any effect on offer value, whereas a store type does. Findings, however, vary depending on experimental groups. Based on the results presented, we offer some guidelines and proposals for future research. In conclusion we emphasize what our findings mean for the marketing spherePojem referenčne cene postaja vedno bolj priljubljen in se vse več uporablja pri modeliranju cenovnih vplivov na porabnikovo nakupno vedenje. Postavljanje in komuniciranje prave cene je za podjetja na današnjem prenasičenem trgu pravi izziv. Vsakodnevno se soočajo z vprašanji, kako pritegniti omejeno pozornost porabnika in ga prepričati, da so ravno njihovi izdelki prava izbirazanj. Prispevek nudi bogat teoretični vpogled v procese oblikovanja, uporabe in učinke referenčne cene. Opozarja na koristi in možne posledice vpliva tržnega komuniciranja in vrste prodajalne na vrednotenje ponudbe. Prispevek empirično preverja vpliv referenčne cene in različnih zunanjih dražljajev na vrednotenje ponudbe - za to smo uporabili metodo eksperimenta. Rezultati kažejo, da porabniki za vrednotenje ponudbe uporabljajo modele referenčnih cen. Ugotovimo tudi, da primerjalno oglaševanje, za razliko od vrste prodajalne, nima vpliva na vrednotenje ponudbe. Dognanja o vplivu referenčne cene na vrednotenje ponudbe pa se razlikujejo glede na eksperimentalno skupino. Na podlagi ugotovljenega ponudimo nekaj smernic in predlogov za nadaljnje raziskovanje ter poudarimo, kaj ugotovitve pomenijo za sfero marketingaTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaDruštvo za marketing Slovenije