Učinci internacionalizacije maloprodaje na strukturu tržišta i potrošačke navike u Republici Hrvatskoj

graduate thesis

• Title (english): Effects of retail internationalization on market structure and consumer habits in the Republic of Croatia
• Author: Anamaria Ivezić
• Mentor: Ivana Štulec (mentor)
• Committee member: Blaženka Knežević (član povjerenstva)
• Committee member: Dora Naletina (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2024-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; International Economics

Abstract

Maloprodaja kako u većini svjetskih gospodarstava, tako i u Republici Hrvatskoj, predstavlja iznimno bitan gospodarski sektor jer značajno doprinosi zapošljavanju i ukupnom ekonomskom rastu. Pod utjecajem procesa globalizacije i tehnološkog napretka, maloprodaja se rapidno razvijala. U Republici Hrvatskoj odraz važnosti maloprodaje najbolje se ogleda kroz činjenicu da je u prosjeku gotovo trećina rashoda kućanstava vezana za potrošnju u maloprodajnim objektima. Internacionalizacija maloprodaje postaje sveprisutna u današnjem globaliziranom poslovnom okruženju. U Republici Hrvatskoj, ulaz stranih maloprodajnih lanaca i promjene u potrošačkim preferencijama izazivaju značajan utjecaj na lokalno gospodarstvo. Također, internacionalizacija ima duboke ekonomske posljedice na tržište, konkurenciju, cijene proizvoda i potrošačke navike. Ovaj diplomski rad temelji se na analizi učinaka internacionalizacije na strukturu maloprodajnog tržišta u Republici Hrvatskoj te istražuje promjene u potrošačkim navikama kao rezultat globalnih ekonomskih dinamika. Rad kombinira teorijski okvir s empirijskom analizom kako bi pružio duboko razumijevanje kako internacionalizacija oblikuje maloprodajni sektor i potrošačko ponašanje. Ključne točke obuhvaćaju pregled trendova internacionalizacije maloprodaje, ekonomske posljedice na stupanj konkurencije, cijene proizvoda te zaposlenost, dok se posebna pažnja posvećuje promjenama u potrošačkim preferencijama prema globalnim brendovima.
Ova teme je iznimno je važan zbog svoje sposobnosti pružanja sveobuhvatnog razumijevanja utjecaja internacionalizacije na lokalnu ekonomiju, pružajući konkretne uvide koji su korisni za poslovne strategije i javne politike. Rad donosi nove uvide u dinamiku domaćeg tržišta, pružajući relevantne informacije za donositelje odluka, poduzetnike i akademsku zajednicu.

Abstract (english)

In most of the world's economies, as well as in the Republic of Croatia, retail represents an extremely important economic sector because it significantly contributes to employment and overall economic growth. Under the influence of the process of globalization and technological progress, retail has developed rapidly. In the Republic of Croatia, the importance of retail is best reflected in the fact that, on average, almost a third of household expenditures are related to consumption in retail stores. The internationalization of retail is becoming ubiquitous in today's globalized business environment. In the Republic of Croatia, the entry of foreign retail chains and changes in consumer preferences cause a significant impact on the local economy. Also, internationalization has profound economic consequences on the market, competition, product prices and consumer habits. This thesis is based on the analysis of the effects of internationalization on the structure of the retail market in the Republic of Croatia and investigates changes in consumer habits as a result of global economic dynamics. The paper combines a theoretical framework with empirical analysis to provide a deep understanding of how internationalization shapes the retail sector and consumer behavior. Key points include an overview of trends in the internationalization of retail, economic consequences on the level of competition, product prices and employment, while special attention is paid to changes in consumer preferences towards global brands.
This topic is extremely important because of its ability to provide a comprehensive understanding of the impact of internationalization on the local economy, providing concrete insights that are useful for business strategies and public policies. The work brings new insights into the dynamics of the domestic market, providing relevant information for decision makers, entrepreneurs and the academic community.

• Keywords: internacionalizacija; maloprodaja; struktura tržišta; potrošačke navike
• Keywords (english): internationalization; retail; market structure; consumer habits
• Language: croatian
• URN:NBN: urn:nbn:hr:148:981851
• 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: 2024-09-25 17:07:22