Unaprjeđenje prodaje kod maloprodavača modnog asortimana

master's thesis

• Title (english): Sales promotion of fashion assortment in retail
• Author: Stjepan Nemčić
• Mentor: Sanda Renko (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2021-06-01, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Modna industrija pokretač je kreativnosti i razvoja tržišnih trendova, a karakterizira ju
sezonalnost, tehnološka inovativnost i brza promjena trendova. Zadatak maloprodaje je
odgovarajućim aktivnostima za unapređenje prodaje predstaviti kupcima proizvode modne
industrije na što privlačniji način. Glavni cilj diplomskog rada usmjeren je na istraživanje
utjecaja unapređenja prodaje na kupovinu modnog asortimana kroz povezivanje instrumenata
prodaje i donošenje odluka o kupnji. Maloprodavači u prodavaonicama modnog asortimana
koriste različite kombinacije promotivnog miksa i instrumente unapređenja prodaje kako bi
unatoč jedinstvenim modnim stilovima potaknuli potrošače na kupnju. Bolje razumijevanje
promatrane tematike zahtjeva osvrt na hrvatsko i svjetsko maloprodajno tržište modnog
asortimana i njihovu usporedbu. Različite aktivnosti poboljšanja prodaje ne djeluju jednako na
ponašanje svakog kupca, što će ujedno biti predmet razmatranja u istraživačkom dijelu rada.
Metodom anketiranja na uzorku hrvatskih potrošača analiziraju se stavovi ispitanika o važnosti
pojedinih instrumenta unapređenja prodaje u prodavaonicama modnog asortimana i stvaranju
potrebe za kupnjom istog.

Abstract (english)

The fashion industry is initiator of creativity and the development of market trends, and is
characterized by seasonality, technological innovation and rapid change of trend. The task of
retail is to select the appropriate activities of sales promotion to present customers fashion
industry products in the most attractive way. The main goal of the master thesis is focused on
the impact of sales promotion on the purchase of fashion assortment through the connection of
sales instruments and the impact on purchasing decisions. Retailers in the fashion assortment
stores use different combinations of promotional mix and sales promotion instruments to
encourage consumers to buy despite their unique fashion styles. A better understanding of the
observed topic requires a review of the Croatian and world retail market of the fashion
assortment and its various comparisons. Different activities that improve sales do not affect the
behavior of each customer equally, which will be the subject of research in the research part of
the paper. Using the method of surveys on samples of Croatian consumers it will be analyzed
the importance of certain instruments of sales promotion in the sale of fashion assortments and
the creation of needs for its purchase.

• Keywords: unapređenje prodaje; maloprodaja; modna industrija; ponašanje potrošaća; prodavaonice modnog asortimana
• Keywords (english): sales promotion; retail; fashion industry; buying behavior; fashion assortment stores
• Language: croatian
• URN:NBN: urn:nbn:hr:148:087281
• Study programme: Title: Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2021-06-07 12:05:51