Attitude measurement scales

Abstract

Stavovi potrošača su u teoriji i praksi marketinga oduvijek zauzimali središnje mjesto. Istraživanje stavova je veoma važno zbog povezanosti između stavova i ponašanja koja je veoma složena te je potrebno odnos između stavova i ponašanja promatrati s aspekta konkretnog proizvoda/usluge, konkretnog tržišta i u određenom vremenu. Mjerenjem stavova saznajemo karakteristike i stav potrošača prema proizvodu i usluzi, a to je od izuzetne važnosti kod kreiranja novog proizvoda odnosno usluge. Mjerenje se provodi prikupljanjem podataka od ispitanika pomoću brojnih ljestvica. Na taj se način dolazi do saznanja što je potrošačima najbitnije kod proizvoda/usluge, zašto bi oni odabrali upravo njega, koje su prednosti i eventualni nedostaci, koja su njihova očekivanja, što oni zapravo žele odnosno koji je njihov stav prema tom proizvodu. Provođenje mjerenja stavova je od izuzetne važnosti za poduzeća jer im upravo to pomaže kako bi poboljšali i unaprijedili proizvod u skladu sa zahtjevima odnosno stavovima potrošača.In the marketing theory and practice, consumers attitudes have always been the center of occupation. It is very importat to research consumer attitudes because of the complex connection between attitudes and consumer behavior and it is necessary to look at the relationship between attitudes and behaviors from the aspect of the specific product/service, the concrete market and at the certain time. By measuring attitudes, we learn about consumers characteristics and attitude that they have about the product and service, which is very important when creating a new product or service. Measurement is done by collecting necessary data from examinees using variety of scales.That kind of measurement provides information about the most important characteristics of a product /service to consumers, information about advantages and disadvantages of a product/service, information of consumers expectations and their attitude towards the product/service. Attitude measurement is also very important for enterprises because it helps them to improve and enhance the product/service with the consumers requirements and attitudes