Stavovi potrošača o novim tehnologijama i formatima u suvremenoj maloprodaji odjeće

master's thesis

• Title (english): Consumer attitudes about new tehnologies and formats in contemporary clothing retail
• Author: Josip Palić
• Mentor: Blaženka Knežević (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2023-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Sve bržim razvojem tehnologije, promjenom tržišnih trendova i ponašanja potrošača implementacija novih tehnologija i uvođenje novih maloprodajnih formata u suvremenoj maloprodaji odjeće postaje neizbježna tema za svakog maloprodavača odjeće. U cilju poboljšanja vlastitih rezultata i opstanka na tržištu, maloprodavači odjeće novim tehnologijama i maloprodajnim formatima pokušavaju zainteresirati potrošače i pružiti im nove, zanimljivije i kvalitetnije načine istraživanja i kupovine odjeće. Osim toga, maloprodavači odjeće moraju brinuti i o tome kako kombinacijom raznih kanala potrošaču pružiti bolje iskustvo kupovine i koja obilježja odjeće su više ili manje bitna za potrošače. Cilj ovog diplomskog rada je istražiti stavove potrošača o novim tehnologijama i formatima u maloprodaji odjeće, jesu li isti upoznati sa novim tehnologijama i formatima u maloprodaji, jesu li ih imali prilike koristiti, kakva su njihova iskustva i percepcije te na koji način i putem kojih kanala traže informacije i donose odluku o kupnji odjeće. Nakon provedenog empirijskog istraživanja zaključeno je da većina ispitanika nije imala prilike koristiti nove tehnologije pri kupnji odjeće te da se većina ispitanika također nije susrela sa novim formatima u maloprodaji odjeće. Stavovi onih koji su se susreli su više ili manje podijeljeni, ovisno o vrsti tehnologije i formata, kao i percepcije onih koji se nisu sa istima susreli. Ipak, većina se slaže oko da toga da im je prije kupnje bitno isprobati odjeću te da trenutne tehnologije kojima se pokušava zamijeniti klasično isprobavanje odjeće ne mogu dati dovoljno dobar prikaz pristajanja odjeće.

Abstract (english)

With the rapid development of technology, changes in market trends and consumer behavior, the implementation of new technologies and the introduction of new retail formats in modern clothing retailing is becoming an inevitable topic for every clothing retailer. In order to improve their own results and survive on the market, clothing retailers use new technologies and retail formats to try to interest consumers and provide them with new, more interesting and better ways of researching and buying clothes. Besides that, clothing retailers also have to worry about how to provide the consumer with a better shopping experience through the combination of various channels and which characteristics of clothing are more or less important for consumers. The goal of this master's thesis is to investigate consumer attitudes about new technologies and formats in clothing retail, whether they are familiar with new technologies and formats in retail, whether they have had the opportunity to use them, what their experiences and perceptions are, and in what way and through which channels they search for information and make a decision about buying clothes. After conducting empirical study, it was concluded that the majority of respondents did not have the opportunity to use new technologies when buying clothes, and that the majority of respondents also did not encounter new formats in clothing retail. The views of those who have encountered them are more or less divided, depending on the type of technology and format, as well as the perceptions of those who have not encountered them. Nevertheless, the majority agree that it is important for them to try on clothes before buying it, and that current technologies that try to replace classic trying on clothes cannot give a good enough representation of the clothing fit.

• Keywords: maloprodaja odjeće; nove tehnologije; novi maloprodajni formati; stavovi potrošača; iskustvo kupovine; obilježja odjeće
• Keywords (english): clothing retail; new technologies; new retail formats; consumer attitudes; shopping experience; clothing characteristics
• Language: croatian
• URN:NBN: urn:nbn:hr:148:792808
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-09-27 17:16:54