Usporedba uspješnosti maloprodaje hrane na otvorenom u Zagrebu i Krakovu

master's thesis

• Title (english): The comparison of open market sale in Zagreb and Krakow
• Author: Rea Fuček
• Mentor: Sanda Renko (mentor)
• Committee member: Kristina Petljak (predsjednik povjerenstva)
• Committee member: Ivana Štulec (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Zagreb i Krakov, kao sve poželjnije turističke destinacije, nastoje proširiti svoju ponudu raznih atrakcija unutar samog centra grada te se prilagoditi turistima iz cijelog svijeta, ali i stanovnicima grada. Prodaja hrane na otvorenom predstavlja jedan od segmenata turističke ponude, privlači jednostavnošću konzumacije i prodaje, nudeći tradicionalne specijalitete grada nadohvat ruke po prihvatljivim cijenama za svakoga te postaje sve veći konkurent tradicionalnim restoranima, restoranima brze prehrane i pekarnicama. Na primjeru Zagreba i Krakova moguće je uvidjeti odrednice uspjeha, trendove, potencijal i prostor za unapređenje i razvoj te preferencije potrošača upravo takvog oblika prodaje koji sve uspješnije pronalazi put do svoje ciljne skupine. Provedenim istraživanjem u Krakovu i Zagrebu nastojalo se doći do odgovora koliko se ponašanje i navike potrošača razlikuju od grada do grada te kolika je mogućnost i vjerojatnost da će jednak oblik maloprodajnog oblika doseći jednaku uspješnost u oba promatrana grada.

Abstract (english)

Zagreb and Cracow, as an attractive destinations, are trying to expand their offer of various attractions within the very city center and assimilate with tourist from all over the world as well as with residents of the city. Open market represents one of the segment of tourist offer, attracts with its simplicity of sale and consumption and becomes a growing competitor to traditional restaurants and Fast-food restaurants by offering specialties at affordable prices for everyone. Comparing efficiency of open market in Zagreb and Cracow, the main goal is to explore the trends, potential and space for improvement and development as well as consumer preferences about that type of retail. With conducted research in Cracow and Zagreb, obtained results have shown the differences between two observed cities and possibility that one form of retail forms reach the same success in both observed cities.

• Keywords: maloprodaja na otvorenom; centar grada; preferencije potrošača; usporedba uspješnosti
• Keywords (english): open market; city center; consumer preferences; comparison of efficacy
• Language: croatian
• URN:NBN: urn:nbn:hr:148:645869
• 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: 2016-11-16 18:15:22