Utjecaj promotivnih aktivnosti na stariju populaciju u maloprodaji

undergraduate thesis

• Title (english): The impact of promotional activities on elderly population in retail
• Author: Ivana Muhek
• Mentor: Sanda Renko (mentor)
• Committee member: Ivana Štulec (predsjednik povjerenstva)
• Committee member: Dora Naletina (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2019-07-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Ponašanje potrošača definira se kao proces donošenja odluka te djelovanja pojedinih potrošača kod kupovine ili korištenja određenih proizvoda. Svaki pojedini kupac reagira na određene podražaje iz okruženja prilikom kupovine. Temeljni utjecaj svakako ima okruženje, marketing, odnosno promotivne aktivnosti koje utječu indirektno na njegovu svijest te na konačnu odluku o kupovini. Cilj ovog rada je uočiti te istražiti na koji način promotivne aktivnosti djeluju u procesu donošenja odluke o kupovini starije populacije. Ona tvrtka, točnije prodavaonica, koja spozna kako potrošači na različite načine reagiraju na različite karakteristike proizvoda, cijene, propagandne poruke, imaju daleko veću prednost pred konkurentima. U segmentu istraživanja proveden je anketni upitnik u cilju dobivanja što relevantnijih informacija i zaključaka o utjecaju promotivnih aktivnosti na stariju populaciju te njihovu kupovinu.

Abstract (english)

Consumers' behavior is defined as a process of decision-making and action by individual consumers when purchasing or using certain products. Each individual buyer responds to specific stimulations from the environment when shopping. Fundamental influence has an environment, marketing, or promotional activity that indirectly affects its consciousness and the ultimate decision to buy. The aim of this paper is to find out how promotional activities work in the decision-making process for buying by an older population. That company, more precisely the store, who knows how consumers react differently to different product characteristics, prices, propaganda messages, have far greater advantage over competitors. A survey questionnaire was conducted in the research segment in order to obtain more relevant information and conclusions on the impact that promotional activities have on the older population and their purchase.

• Keywords: maloprodaja; ponašanje potrošača; starija populacija; promotivne aktivnosti
• Keywords (english): retail; consumer behavior; older people; promotional activities
• Language: croatian
• URN:NBN: urn:nbn:hr:148:171236
• Study programme: Title: Business Economics; specializations in: Trade Business Operations, Tourism Business Operations, Accounting and Finances, Business Secretary; Course: Trade Business Operations; Study programme type: professional; Study level: undergraduate; Academic / professional title: stručni/a pristupnik/pristupnica ekonomije (stručni/a pristupnik/pristupnica ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2019-08-30 10:27:06