Percepcija kupaca o diskontnim prodavaonicama na hrvatskom maloprodajnom tržištu

master's thesis

• Title (english): Customer perception of discount stores on Croatian retail market
• Author: Ivana Mršić
• Mentor: Kristina Petljak (mentor)
• Committee member: Dora Naletina (član povjerenstva)
• Committee member: Ivana Štulec (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2023-07-10, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

U Republici Hrvatskoj na maloprodajnom tržištu su trenutno prisutna dva diskontera, Eurospin i Lidl. Diskontna prodavaonica je oblik prodavaonice u kojoj se prodaju proizvodi po nižim cijenama u odnosu na druge prodavaonice te nude minimalnu razinu usluge. Diskonteri nude kupcima ograničen asortiman proizvoda po povoljnijim cijenama, u kojem najznačajniji dio čine upravo njegove robne marke, i na taj način osvajaju tržišni segment kupaca slabije kupovne moći. Međutim, diskontne prodavaonice su proširile svoj asortiman i nude i proizvode poznatih marki po sniženim cijenama. To privlači racionalne kupce koji mogu pronaći kvalitetne proizvode po povoljnim cijenama. Istraživanje u ovom radu usmjereno je u pravcu dobivanja odgovora na pitanje je li Lidl cjenovno povoljan u percepciji kupaca u odnosu na konkurenciju, te koji su glavni kriteriji kupaca koji utječu na odluku o kupnji.

Abstract (english)

In the Republic of Croatia, there are currently two discounters on the retail market, Eurospin and Lidl. A discount store is a form of store that sells products at lower prices than other stores and offers a minimum level of service. Discounters offer customers a limited assortment of products at more favorable prices, in which the most significant part is precisely their brands, and in this way conquer the market segment of customers with weaker purchasing power. However, discount stores have expandes their range and offer well-known brand products at discounted prices. This attracts rational customer who can find quality products at reasonable prices. The research is focused on whether Lidl, in the perception of customers, has a favorable price compared to the competition, and what are the main customer criteria that influence the purchase decision.

• Keywords: diskontna prodavaonica; cijena; asortiman; percepcija kupaca
• Keywords (english): discount store; price; assortment; customer perception
• Language: croatian
• URN:NBN: urn:nbn:hr:148:174361
• 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: 2023-07-11 19:49:27