Unaprjeđenje maloprodaje robe upotrebom multikanalnog marketinga

master's thesis

• Title (english): Enhancement of retailing using multichannel marketing
• Author: Renata Leljak
• Mentor: Dario Dunković (mentor)
• Committee member: Blaženka Knežević (predsjednik povjerenstva)
• Committee member: Kristina Petljak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2021-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Napredak tehnologije izazvao je brojne promjene u svim aspektima svakodnevnog života, pa tako i u maloprodaji. Cilj rada je istražiti kako se multikanalna maloprodaja razvijala te kakav je utjecaj imala na ponašanje kupaca i konkurentnost poduzeća.
U teorijskom dijelu rada će se obraditi domaća i strana literatura vezana uz maloprodaju i marketing te analizirati kako je razvoj novih kanala utjecao na ponašanje kupaca i konkurentnost poduzeća. U istraživačkom dijelu rada putem anketnog upitnika ispitat će se stavovi kupaca o kupovini putem više kanala, kao i njihova iskustva i sklonosti. Nakon zaprimanja i analize prikupljenih podataka donijet će se zaključak i predložiti poboljšanja za menadžment maloprodajnih poduzeća.

Abstract (english)

Advances in technology have caused numerous changes in all aspects of everyday life, including retail. The aim of this thesis is to research the development of multichannel retailing and its effect on the behaviour of buyers and competitiveness of companies.
The theoretical part of the master’s thesis will deal with domestic and foreign literature related to retail and marketing and analyze how the development of new channels has affected customer behavior and a company’s competitive advantage. In the research part of the master’s thesis, a survey questionnaire will examine the attitudes of customers about shopping through multiple channels, as well as their experiences and preferences. After receiving and analyzing the collected data, a conclusion will be made and improvements for the management of retail companies will be proposed.

• Keywords: maloprodaja robe; multikanalni marketing; kanali maloprodaje; kupci
• Keywords (english): retailing; multichannel marketing; retailing channels; buyers
• Language: croatian
• URN:NBN: urn:nbn:hr:148:152491
• Study programme: Title: Business 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 students and staff of home institution
• Created on: 2021-09-22 09:55:12