Analiza maloprodajne strukture centra grada Zagreba prema robnom asortimanu

master's thesis

• Title (english): Analysis of the Retail Structure of Zagreb City Center by Product Assortment
• Author: Šime Erstić
• Mentor: Kristina Petljak (mentor)
• Committee member: Kristina Petljak (predsjednik povjerenstva)
• Committee member: Sanda Soucie (član povjerenstva)
• Committee member: Ivana Štulec (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2025-02-27, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Ovaj diplomski rad bavi se analizom maloprodajne strukture u centru grada Zagreba, s posebnim naglaskom na raznolikost robnog asortimana i prostorni raspored maloprodajnih kapaciteta. U urbanom okruženju kao što je Zagreb, maloprodajni sektor kontinuirano se mijenja pod utjecajem tržišnih trendova, potrošačkih potreba te razvoja trgovačkih centara i hipermarketa. Rad istražuje na koji način te promjene oblikuju maloprodajni krajolik i kako utječu na prodajne strategije i potrošačko iskustvo u centru grada, posebno u glavnoj gradskoj ulici, Ilici. Analiza u ovom radu usmjerena je na ključne elemente maloprodajne strukture, kao što su lokacija prodajnih mjesta, vrsta i kvaliteta robnog asortimana, marketinške strategije, tehnološke inovacije i cjenovna politika. Ovaj sveobuhvatan pristup omogućuje dublje razumijevanje kompleksnosti maloprodajnog sektora u urbanom kontekstu te identificira ključne trendove i izazove s kojima se trgovci suočavaju. Poseban naglasak stavljen je na različite vrste trgovačkih poduzeća – mješovita i specijalizirana – koja prilagođavaju svoj asortiman prema potrebama i preferencijama kupaca, ali i prema specifičnostima urbane sredine u kojoj posluju. Empirijski dio rada uključuje terensko istraživanje i anketiranje maloprodajnih subjekata u središtu Zagreba, kako bi se dobio uvid u dinamiku i strukturu maloprodajnog tržišta u specifičnom okruženju. Cilj istraživanja je razumjeti kako različite vrste trgovinskih grana doprinose raznolikosti ponude, koja je njihova konkurentska pozicija te koje su glavne prepreke i prilike za rast. Rezultati ovog istraživanja mogu biti korisni poduzetnicima, urbanistima i stručnjacima za marketing, pružajući im uvid u maloprodajni potencijal i tržišne trendove u centru Zagreba. Ovaj rad doprinosi razumijevanju transformacije u maloprodaji i nudi temelje za strateško planiranje koje može osigurati dugoročnu konkurentsku prednost u dinamičnom urbanom okruženju.

Abstract (english)

This graduate thesis deals with the analysis of the retail structure in the centre of Zagreb, with a special emphasis on the variety of product assortment and the spatial distribution of retail capacities. In an urban environment such as Zagreb, the retail sector is continuously changing under the influence of market trends, consumer needs and the development of shopping centres and hypermarkets. The paper investigates how these changes shape the retail landscape and how they affect sales strategies and consumer experience in the city centre, especially in the city's main street, Ilica. The analysis in this paper focuses on the key elements of the retail structure, such as the location of sales points, the type and quality of the product range, marketing strategies, technological innovations and pricing policy. This comprehensive approach provides a deeper understanding of the complexity of the retail sector in an urban context and identifies key trends and challenges facing retailers. Special emphasis is placed on different types of trading companies - mixed and specialized - which adjust their assortment according to the needs and preferences of customers, but also according to the specifics of the urban environment in which they operate. The empirical part of the work includes field research and surveying of retail entities in the centre of Zagreb, in order to gain insight into the dynamics and structure of the retail market in a specific environment. The aim of the research is to understand how different types of trade branches contribute to the diversity of the offer, what is their competitive position and what are the main obstacles and opportunities for growth. The results of this research can be useful to entrepreneurs, urban planners and marketing experts, providing them with an insight into the retail potential and market trends in the centre of Zagreb. This paper contributes to the understanding of retail transformation and offers a foundation for strategic planning that can ensure long-term competitive advantage in a dynamic urban environment.

• Keywords: maloprodajna struktura; robni asortiman; Ilica; urbano okruženje
• Keywords (english): retail entities; product range; Ilica; urban environment
• Language: croatian
• URN:NBN: urn:nbn:hr:148:544829
• Study programme: Title: Management and retail marketing; Study programme type: professional; Study level: specialist 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: 2025-02-28 18:27:55