Utjecaj pozicioniranja robe široke potrošnje na ponašanje potrošača

graduate thesis

• Title (english): The impact of positioning fast-moving consumer goods on consumer behaviour
• Author: Ivona Facković
• 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; Zagreb
• Defense date and country: 2024-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Predmet ovog diplomskog rada je istraživanje pozicioniranja robe široke potrošnje u prodavaonicama i njegovih učinaka na potrošače i prodaju. Cilj rada je utvrditi postoji li povezanost između pozicioniranja proizvoda na policama i ponašanja potrošača. Ova tema omogućuje detaljnu analizu odnosa između pozicioniranja proizvoda i ponašanja potrošača, što je ključno za razumijevanje tržišne dinamike i razvoj učinkovitih strategija pozicioniranja. Proučavanjem utjecaja pozicioniranja proizvoda na odluke potrošača, trgovci mogu dobiti vrijedne uvide u čimbenike koji pokreću odluke o kupnji na tržištu robe široke potrošnje. Nadalje, istraživanje korelacije između pozicioniranja proizvoda i kupovnog ponašanja potrošača može pružiti korisne preporuke za robne marke koje žele poboljšati svoje tržišno pozicioniranje i povećati tržišni udio. Praktična primjena rezultata ovog istraživanja može doprinijeti povećanju profitabilnosti proizvođača i trgovaca. Rezultati provedenog istraživanja pokazala su trend čestih posjeta prodavaonicama robe široke potrošnje, a ispitanici se slažu da im je važno kako su proizvodi smješteni na polici jer im to olakšava kupovinu koju obavljaju u što kraćem roku. Zanimljivi su dobiveni rezultati koji pokazuju kako ispitanici sebe percipiraju kao kupce koji ne podliježu impulzivnoj kupovini, no u drugim su odgovorima pokazali suprotno. To dokazuje da pozicioniranje proizvoda ima podsvjesni utjecaj na donošenje odluka o kupovini.

Abstract (english)

The subject of this thesis is research on the positioning of consumer goods in stores and its effects on consumers and sales. The aim of the work is to determine whether there is a connection between product positioning on the shelves and consumer behavior. This topic provides a detailed analysis of the relationship between product positioning and consumer behavior, which is essential for understanding market dynamics and developing effective positioning strategies. By studying the impact of product positioning on consumer decisions, marketers can gain valuable insights into the factors that drive purchase decisions in the FMCG market. Furthermore, investigating the correlation between product positioning and consumer buying behavior can provide useful recommendations for brands that want to improve their market positioning and increase market share. The practical application of the results of this research can contribute to increasing the profitability of manufacturers and retailers. The results of the conducted research showed a trend of frequent visits to consumer goods stores, and the respondents agree that it is important to them how the products are placed on the shelf because it facilitates their shopping, which they do on average in the shortest possible time. The results obtained are interesting, showing that the respondents perceive themselves as buyers who are not subject to impulsive purchases, but in other answers they showed the opposite. This proves that product positioning has a subconscious influence on purchasing decisions.

• Keywords: pozicioniranje proizvoda; ponašanje potrošača; maloprodaja; roba široke potrošnje; upravljanje kategorijama; Perfect Store
• Keywords (english): product positioning; consumer behaviour; retail; fast-moving consumer goods; category management; Perfect Store
• Language: croatian
• URN:NBN: urn:nbn:hr:148:985383
• 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: Open access
• Created on: 2024-10-14 21:00:23