Lokacija kao čimbenik posjećenosti trgovačkog centra

master's thesis

• Title (english): Location as a factor in shopping center attendance
• Author: Kristina Fratrić
• Mentor: Kristina Petljak (mentor)
• Committee member: Ivana Štulec (član povjerenstva)
• Committee member: Dora Naletina (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Lokacija trgovačkog centra ima važnu ulogu prilikom odabira koji će se trgovački centar odabrati odnosno posjetiti. Mnogi čimbenici od značajne su važnosti prilikom odabira lokacije trgovačkog centra. Odabir lokacije svakako smatra se da je najvažniji čimbenik jer ukoliko se pogriješilo prilikom njenog odabira naše poslovanje biti će upitno jer bez dobre lokacije u pitanje se dovodi naše poslovanje kao i opstanak na tržištu. Razvoj trgovačkih centara posljedica su današnjeg potrošačkog načina života te sami trgovački centri postali su dio naše svakodnevnice. Većina trgovačkih centara lokacijski se baziraju sve više na periferije grada te na taj način dolazi do izumiranja kupnje u centru grada te sve više se trgovački centri lokacijski baziraju na periferije grada. Cilj rada je prikazati važnost lokacije i samu atraktivnost centra kako bi privuklo i zadržalo potrošače u trgovačke centre. Od iznimne je važnosti da trgovački centri budu na lokaciji do koje će potrošači brzo doći te da je sadržaj trgovačkog centra zanimljiv, ugodan, siguran i zabavan. Potrebno je da se osmisli prostor u kojem će potrošači provoditi slobodno vrijeme u trgovačkom centru, da se u njemu što više zadrže i da dolaze što češće. Pomoću anketnog upitnika provedeno je istraživanje pomoću kojeg će se doći do zaključka što je to potrošačima najbitnije prilikom odabira trgovačkog centra odnosno koliko je lokacija presudna u donošenju odluke o posjećenosti trgovačkog centra.

Abstract (english)

The location of a shopping center plays an important role when choosing which shopping center to choose or visit. Many factors play a role in choosing the location of a shopping center. We believe that location is the most important factor, because if we make a mistake in choosing the location, our business is in question, because without a good location, our business and our survival in the market are in question. The development of shopping malls is a result of today's consumer lifestyle, and the shopping malls themselves have become a part of our daily life. Most shopping facilities are more and more located in the outskirts of cities, and the extinction of shopping centers in downtown areas is happening, but more and more shopping centers are in the outskirts of cities. This article aims to show that the location and attractiveness of the center play an important role in attracting and retaining shopping center customers. It is of utmost importance that shopping center stage located in a place that consumers can reach quickly and that the contents of the shopping center are interesting, pleasant, safe, and entertaining. It is necessary to create a place where consumers spend their free time, stay as long as possible and come as often as possible. Using a survey questionnaire is used to investigate what is most important to consumers when choosing a shopping center or what role location plays in their decision to visit the shopping center.

• Keywords: lokacija; trgovački centar; potrošač; čimbenici posjećenosti trgovačkog centra
• Keywords (english): location; shopping center; consumer; factors of shopping mall fragmentation
• Language: croatian
• URN:NBN: urn:nbn:hr:148:972523
• Study programme: Title: Management and retail marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-09-26 10:52:31