Mogući učinci bihevioralne ekonomike na poslovanje prodavaonice

master's thesis

• Title (english): Possible impacts of bihevioral economics priciples on retail store operations
• Author: Matea Horvat
• Mentor: Dario Dunković (mentor)
• Committee member: Blaženka Knežević (predsjednik povjerenstva)
• Committee member: Kristina Petljak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Bihevioralna ekonomika danas je izrazito zastupljena na gotovo svim područjima, od financija, proizvodnje, marketinga, mirovinskog sustava i osiguranja, zdravstva, obrazovanja, maloprodaje i mnogim drugim. Kako ponašanje potrošača i odluke koje donose nisu uvijek racionalne, bihevioralna ekonomika nastoji utvrditi što je to bitno potrošaču kada odabire neki proizvod između nekolicine njih. Svaki je odabir težak jer se nastoji ostvariti vlastita dobrobit i opće blagostanje, stoga se sve češće javljaju razni poticaji (engl. Nudging) usmjereni prema kupcima. Nudging je "proizvod" bihevioralne ekonomike, a zadatak mu je poticanje potrošača da donese odluku koja je za njega najbolja.
U radu su razrađeni pojmovi bihevioralna ekonomika, razlika eksperimentalne i bihevioralne ekonomike, područja primjene bihevioralne ekonomike, odlike ponašanja potrošača i njihov utjecaj na poslovanje prodavaonice, nastanak potrošačkog društva, što su heuristike, te što je nudging i mogućnosti njegove primjene u maloprodajnoj prodavaonici na primjeru certificirane zdrave hrane.

Abstract (english)

Behavioral economics is markedly present in almost every area, from finance, production, marketing, pensions and insurance, healthcare, education, retail and many others. As consumer behavior and the decisions they make, aren't always rational, behavioral economics seeks to identify what is important to consumers when choosing a product of a few of them. Each selection is difficult because it's trying to achieve their own well-being and general welfare, thus becoming more frequent various incentives (eng. Nudging) directed towards customers. Nudging is the "product" of behavioral economics, and his task is to encourage the consumer to make the decision that is best for him.
This paper treats the terms of behavioral economics, the difference between experimental and behavioral economics, application areas of behavioral economics, characteristics of consumer behavior and their impact on the operations in the store, the emergence of the consumer society, what is heuristics, and the nudging and possibilities of it's application in a retail store on the example certified health food.

• Keywords: bihevioralna ekonomika; potrošači; heuristika; maloprodaja; poticaj; nudging
• Keywords (english): Behavioral economics; consumers; heuristics; retail; nudging
• Language: croatian
• URN:NBN: urn:nbn:hr:148:204562
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-10-04 09:33:42