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Diploma Thesis from the year 2010 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, University of Tuzla, language: Croatian, abstract: Potrosaci su sve vise obrazovani i informisani o ponudi proizvoda i usluga. Stoga oni na osnovu sve veceg broja informacija i vlastitog rasu ivanja odabiru ono sto je uskla eno s njihovim potrebama. U uslovima sve bogatije ponude proizvoda i usluga razumijevanje i prilagodba potrosacevim motivima i ponasanju postaju sve vise imperativ, a ne opcija za sve preduzetnike koji zele uspjeti na trzistu. Na ponasanje potrosaca moze se uticati jedino uz prilago avanje elemenata marketinskog spleta potrosacevim potrebama. Uticaji na potrosaca moraju biti drustveno prihvatljivi, jer njihove potrebe i motivi za potrosnju su stvarni, a njihovo zadovoljenje korisnim proizvodima korist je kako za potrosaca, tako i za drustvo u cjelini. Ovo je vazno za kreiranje propagandnih poruka. Poruke kreirane prema standardima dobrog ukusa i etike uticu ne samo na zadovoljavanjr zelja i potreba potrosaca, nego sire opcu kulturu i povecavaju proizvodnju, a time doprinose opcoj dobrobiti cjelokupnog drustva. Osjetljivost ponasanja potrosaca je posebno izrazena kod usluzivanja. Zbog svega navedenoga, u ovom radu ce se nastojati ukazati na kljucne specificnosti kod ponasanja potrosaca u procesu koristenja usluga. Consumers have become more and more educated and informed about the offer of different products and services. Therefore, based on the increased number of information and their own judgement they choose according to their needs. In conditions where there is a rich offer of different products and services, understanding and adjustment to consumer's needs and behaviour has become an imperativ, and not just an option for all entrepreneurs who want to succeed on the market. Consumers behaviour can be influenced only through adjustment of elements of marketing range to consumer's needs. [...] The sensitivity of consumer behavior is especially emphasized in serving. Therefore, this paper will try to point out the key specifics of the behavior of consumers in the process of using the services.