FORMIRANJE CIJENA U FIZIČKOJ I ONLINE PRODAVAONICI

master's thesis

• Title (english): PRICING IN THE PHYSICAL AND ONLINE STORE
• Author: Marijana Bataković
• Mentor: Dario Dunković (mentor)
• Committee member: Ivan Kovač (predsjednik povjerenstva)
• Committee member: Mia Delić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2022-09-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

U ovom diplomskom radu objašnjeno je na koji način se formiraju cijene u maloprodaji, te koje razine maloprodajnih cijena i metode formiranja cijena postoje. Proces formiranja cijena zauzima ključno mjesto u trgovini i marketingu jer se prema cijeni određuje vrijednost robe, ostvaruju prihodi i profitabilnost poduzeća. Problem je kako formirati maloprodajne cijene u uvjetima sve veće tržišne koncentracije i konkurencije jer je sve veći pritisak na maržu i raznolikost ponude. Prodaja putem interneta je značajni oblik maloprodaje. Trošak prodaje za trgovca može biti manji u odnosu na prodaju u fizičkoj prodavaonici. Internetskom maloprodajom roba se može ponuditi krajnjim kupcima bilo gdje u svijetu tako da postoji prostor za varijabilnost cijena ovisno o tržištu. Treba ozbiljno shvatiti inoviranje u cjenovnim promocijama. Fizička prodavaonica može biti isplativa investicija ako se kupcima pruži novi, drugačiji doživljaj u kombinaciji s novim tehnološkim trendovima. Online prodavaonica omogućava bržu kupovinu, sve informacije na jednom mjestu te veći izbor artikala i lakše praćenje konkurencije. Isto tako pokazano je kako recenzije kupaca mogu utjecati na daljnju prodaju proizvoda. Za primjer usporedbe online i offline cijena je uzeto poduzeće La PIEL d.o.o. i prodavaonica BIPA. Vlasnica La PIEL poduzeća je pjevačica Lana Jurčević. Njihova osnovna djelatnost je proizvodnja proizvoda na prirodnoj bazi bez štetnih tvari. Kako bi što bolje bili uočeni koriste brojne načine cjenovne promocije kozmetičke linije.

Abstract (english)

In this diploma thesis it is explained how prices are formed in retail, and what levels of retail prices and methods of price formation exist. The process of price formation occupies a key place in trade and marketing, because according to the price is determined the value of goods, the revenues and profitability of the company. The problem is how to form retail prices in conditions of increasing market concentration and competition, because there is increasing pressure on the margin and the variety of the offer. Online sales are a significant form of retail sales. The cost of sales for the retailer can be lower compared to sales in a physical store. With online retail, goods can be offered to customers anywhere in the world so there is space for price variability depending on the market. Inovation in price promotions should be taken seriously. A physical store can be a profitable investment if customers are offered a new, different experience in combination with new technological trends. The online store enables faster shopping, all information in one place and a larger selection of items and easier tracking of the competition. It is also shown how customer reviews can influence further sales of products. As an example of comparing online and offline prices was taken the company La PIEL d.o.o. and BIPA store. The owner of La PIEL company is the singer Lana Jurčević. Their main activity is the production of products on a natural basis without harmful substances. In order to be noticed as well as possible, they use many ways of price promotion of the cosmetic line.

• Keywords: formiranje cijena; cjenovne strategije; online i offline cijena; cjenovne promocije; programi vjernost
• Keywords (english): price formation; pricing strategies; online and offline price; price promotions; loyalty programs
• Language: croatian
• URN:NBN: urn:nbn:hr:148:439484
• Study programme: Title: Management and marketing in retail; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni/a specijalist/specijalistica menadžmenta i marketinga maloprodaje (stručni/a specijalist/specijalistica menadžmenta i marketinga maloprodaje)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2022-09-15 18:44:35