Uloga privlačnosti atmosfere u prodavaonicama različitih formata

master's thesis

• Title (english): The role of the atmosphere attractiveness in different store formats
• Author: Lea Vulić
• Mentor: Dario Dunković (mentor)
• Committee member: Blaženka Knežević (predsjednik povjerenstva)
• Committee member: Andrea Lučić (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

Abstract

Svrha ovog diplomskog rada je utvrditi koliki utjecaj imaju čimbenici atmosfere poput glazbe, rasvjete, mirisa, estetika i dizajn interijera, boja, temperature prostora, rasporeda proizvoda, gužve i ljubaznosti prodajnog osoblja na ponašanje kupaca i mogućnosti s potencijalne kupnje, kao i stvaranja lojalnosti ovisno o formatu prodavaonice, u ovome slučaju malih i velikih prodavaonica. Objašnjen je koncept maloprodajne atmosfere kao i fizički i psihoanalitički čimbenici te što čini vanjsku i unutarnju atmosferu prodavaonice. Fokus je stavljen na čimbenike poput mirisa, svjetla i zvuka koji su detaljnije opisani. Definirano je što utječe na atmosferu malih i velikih prodavaonica, kolika je uloga prodajnog osoblja važna i koliko njihov pristup utječe na ishod. Za ostvarenje navedenog cilja koristili su se sekundarni izvori podataka poput znanstvene i stručne literature, dok su primarni izvori podataka prikupljeni putem anketnog upitnika u kojem je sudjelovalo 100 ispitanika. Prikupljeni su stavovi i očekivanja kupaca o čimbenicima atmosfere prilikom posjeta malim i velikim prodavaonicama, a stavovi su ocjenjivani prema Likertovoj skali. Rezultati anketnog upitnika obrađeni su korištenjem statističkog softvera SPSS kako bi se utvrdile značajne razlike u predodžbi atmosfere malih i velikih prodavaonica. Rezultatima istraživanja prikazano je kojim čimbenicima treba pristupati s oprezom i postoji li razlika u predodžbi samih čimbenika ovisno o formatu prodavaonice.

Abstract (english)

The purpose of this thesis is to determine how much influence atmospheric factors such as music, lighting, fragrance, aesthetics and interior design, colors, space temperature, product layout, crowds and the friendliness of sales staff have on customer behavior and potential purchase opportunities, as well as creating loyalty depending o o store format, in this case small and large stores. The concept of retail atmosphere is explained, as well as physical and psychoanalytical factors, and what constitutes a store's external and internal atmosphere. The focus is on factors such as smell, light, and sound which are described in more detail. It is defined as what affects the atmosphere of small and large stores, how important the role of sales staff is, and how much their approach affects the outcome. Secondary data sources such as scientific and professional literature were used to achieve the stated goal, while primary data sources were collected through a survey questionnaire in which 100 respondents participated. Attitudes and expectations of customers about atmospheric factors during visits to small and large stores were collected, and the attitudes were evaluated according to the Likert scale. The results of the survey questionnaire were processed using the statistical software SPSS to determine significant differences in the perceptions of the atmosphere of small and large stores. The results of the research show which factors should be approached with caution and whether there is a difference in the perception of the factors themselves depending on the store's format.

• Keywords: Atmosfera prodavaonice; kupac; mala prodavaonica; velika prodavaonica; fizički čimbenici; psihoanalitički čimbenici; ponašanje kupaca
• Keywords (english): Store atmosphere; customer; small store; large store; physical factors; psychoanalytic factors; customer behavior
• Language: croatian
• URN:NBN: urn:nbn:hr:148:485635
• 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: Open access
• Created on: 2024-09-26 13:51:20