Planogram kao alat unapređenja prodaje u ljekarni za kućne ljubimce

master's thesis

• Title (english): Planogram as a tool for improving sales in the pet pharmacy
• Author: Ivana Cerjan
• Mentor: Kristina Petljak (mentor)
• Committee member: Sanda Renko (predsjednik povjerenstva)
• Committee member: Ivana Štulec (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-10-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Upravljanje kategorijama proizvoda obuhvaća proces svrstavanja proizvoda u robne
kategorije. Kategorija proizvoda je određena, mjerljiva grupa proizvoda ili usluga kojima se
može upravljati, a potrošači je percipiraju kao međusobno povezanu. Robne kategorije
dobivaju sve veći značaj u upravljanju prodajnim procesom. Kod upravljanja kategorijama
proizvoda pristupa se kategorijama kao samostalnim poslovnim jedinicama. Robne kategorije
dobivaju samostalnost u upravljanju, odgovornost za profitabilnost, obrtaj zaliha i promet.
Cilj rada je istražiti kako upravljanje kategorijama proizvoda i izrada planograma utječe na
ponašanje potrošača prilikom odabira proizvoda na polici, kao i na poslovni rezultat
maloprodavača. Istraživanje je provedeno u ljekarni za kućne ljubimce. Provedeno je kroz 5
koraka koji obuhvaćaju analizu trenutnog stanja i izradu realograma, prikupljanje povijesnih
podataka o asortimanu proizvoda, izradu stabla odlučivanja, preslagivanje prodavaonice, te
praćenje i analizu promjena. Prema rezultatima istraživanja, upravljanje kategorijama
proizvoda i pravilno pozicioniranje proizvoda na police može pozitivno utjecati na rezultata
prodaje proizvoda.

Abstract (english)

Category management implies the process of classifying products into merchandise
categories. A product category is a defined, measurable group of products or services that can
be managed and consumers perceive it as interconnected. In terms of sales process
management, the importance of merchandise categories is on the rise. Moreover, when
managing product categories, categories are perceived as independent business units.
Merchandise categories gain independence in management, accountability for profitability,
inventory turnover and turnover. Furthermore, the goal of this thesis is to explore how product
category management and planogram drafting influence consumer behaviour during the
selection of products on shelves, as well as the retailer's business profit. The research was
conducted in a pet pharmacy via five steps which include current situation analysis and
realogram making, collecting historical data about product range, creating decision trees,
rearranging stores, monitoring and analysing changes.

• Keywords: upravljanje kategorijama proizvoda; planogram; unapređenje prodaje; ljekarna za kućne ljubimce
• Keywords (english): category management; planogram; sales promotion; pet pharmacy
• Language: croatian
• URN:NBN: urn:nbn:hr:148:348543
• 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 18:37:28