Istraživanje zadovoljstva kupaca drogerija

graduate thesis

• Title: Istraživanje zadovoljstva kupaca drogerija : Istraživanje zadovoljstva kupaca drogerija
• Title (english): Satisfaction research of drugstore customers : Satisfaction research of drugstore customers
• Author: Erika Žnidarec
• Mentor: Miroslav Mandić (mentor)
• Committee member: Sandra Horvat (član povjerenstva)
• Committee member: Mirko Palić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Zadovoljstvo kupaca je jedan od važnih čimbenika u poslovanju svakog poduzeća. To je dodatno naglašeno u trenucima kada je na tržištu prisutan sve veći broj konkurenata u različitim industrijama. Tržište drogerija je u Hrvatskoj već duži niz godina vrlo konkurentno te vrlo aktivno po pitanju marketinškog djelovanja. U Hrvatskoj postoji nekoliko većih drogerija od kojih svaka ima naglašen jedan segment djelovanja te fokus na određenu skupinu kupaca, a radi širokog i raznovrsnog asortimana broj njihovih kupaca je iznimno velik. Isto tako, brojni kupci se odlučuju kupovati u više različitih drogerija radi sličnih ili istih proizvoda uz različite pogodnosti pa je samim time značajno teže održati lojalnu bazu kupaca i konstantno privlačiti nove kupce. Istraživanje zadovoljstva kupaca drogerija usmjereno je prema razlozima zbog kojih su lojalni određenoj marki, odnosno specifičnom lancu drogerija. Vrlo je zanimljivo da na to utječe odnos prodajnog osoblja prema kupcima, cijena, marketinške aktivnosti, pogodnosti pri kupnji te naravno program lojalnosti i slični razlozi. Isto tako, svaka od drogerija na hrvatskom tržištu ima dio proizvoda i/ili usluga koji drugi lanac drogerija nema u svom asortimanu pa samim time barem u određenom trenutku potiču zadovoljstvo kod neke od grupa kupaca. Vrlo je zanimljivo to da su već provedena neka istraživanja kojima se preispituje zadovoljstvo kupaca drogerija i elementi koji utječu na stvaranje tog zadovoljstva. Prilikom istraživanja provedenog u svrhu pisanja ovog diplomskog rada dobiveni rezultati ukazuju na to kako kupci u Hrvatskoj, pretežito žene kupuju najviše u lancima dm-drogerie markt, a na njihovu odluku o kupnji utječe širina asortimana i blizina prodajnog mjesta. Ispitanici su navodili da se prilikom donošenje odluke o kupovini najčešće informiraju na internetskim stranicama trgovine i na društvenim mrežama, a važni su im program lojalnosti i osoblje trgovine koje je prema njihovim mišljenju educirano i posjeduje potrebna znanja i vještine.

Abstract (english)

Customer satisfaction is one of the important factors in the business of any company. This is further emphasized at times when there i san increasing number of competitors in different industries present on the market. The drugstore market in Croatia has been very competitive and very active in terms of marketing for many years. There are several larger drugstores in Croatia, each of which emphasizes one segment of activity and focuses on a certain group of people and due to the wide and various assortment, the number of their customers is extremely large. Likewise, many customers decide to shop in several different drugstores for similar or the same products with different benefits, so it is significantly more difficult to maitain a loyal customer base and constantly attract new customers. The research on the satisfaction of drugstore customers is focused on the reasons why they are loyal to a certain brand or a specific chain of drugstores. Iti s very interesting that this is influenced by the attitude of the sales staff towards the customers, the price, marketing tools, benefits when purchasing and of course the loyalty program and similar reasons. In the same way, each of the drugstores on the Croatian market has a parto f products and/or services that other chain drugstores do not have in their assortment, and thus at least in a certain moment they encourage satisfaction among some groups of customers. Iti s very interesting that some research has already been carried out, which examines the satisfaction of drugstore customers and the elements that influence the creation of that satisfaction. During the research conducted for the purpose of writing this thesis, the results obtained indicate that customers in Croatia, mostly women, buy the most in dm-drogerie markt chains and their decision to buy is influenced by the breadth of the assortment and the proximity of the point of sale. Respondents stated that when making a purchase decision, they are most often informed on the store's website and on social networks. The loyalty program and the store's staff, who in their opinion are educated and possess the necessary knowledge and skills are important to them.

• Keywords: lojalnost; zadovoljstvo kupaca; drogerijski sektor; programi lojalnosti
• Keywords (english): loyalty; customer satisfaction; drugstore sector; loyalty programs
• Language: croatian
• URN:NBN: urn:nbn:hr:148:566557
• Study programme: Title: Management and retail marketing; Study programme type: professional; Study level: 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: 2024-09-24 16:37:39