Utjecaj digitalizacije na promjene ponašanja potrošača i maloprodaju

master's thesis

• Title (english): The impact of digitalization on consumer behaviour and retail
• Author: Anamaria Penava
• Mentor: Mario Spremić (mentor)
• Committee member: Ivan Strugar (predsjednik povjerenstva)
• Committee member: Božidar Jaković (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2019-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Živimo u vremenu u kojem globalizacija otvara tržišta i čini svijet povezanijim nego ikada, digitalizacija mijenja način na koji komuniciramo, kupujemo i živimo, tehnologija se razvija iz dana u dan te se sve manje osjete granice između fizičkog i digitalnog svijeta. Sve te promjene imaju iznimno velik utjecaj na potrošača, a potrošač je generator promjena u maloprodaji. Mijenja se tržište kakvog poznajemo te se svakim danom susrećemo s novim poslovnim modelom i oblikom kupovine. Živimo u jednom uzbudljivom vremenu u kojem trgovci svaki dan traže novi način na koji će iznenaditi potrošače, pružiti im uzbuđenje, novo iskustvo i stvoriti nešto vrijedno dijeljenja na društvenim mrežama.
Cilj ovog rada je prikazati uzročno posljedičnu vezu između digitalizacije i promjena ponašanja potrošača te koje promijene je to donijelo u maloprodaji. U radu se čitatelja uvodi u tematiku digitalizacije i ponašanja potrošača, zatim razvoja internetske trgovine kroz vrijeme te koje promjene je to uzrokovalo u pojedinim područjima poslovanja. Nadalje, fokusiramo se na potrošača te njegove navike kupovine, promjenu customer jurneyja i njegovih želja te koje nove poslovne modele su donijele promjene potrošača. Na kraju ćemo na temelju primjera iz realnog sektora dokazati navedene teze o promjenama ponašanja potrošača i maloprodaje te provesti kroz budućnost maloprodaje. Cilj je dati bolji uvid u važnost digitalizacije maloprodaje i razumijevanje potreba potrošača te kako kombinacija toga može polučiti veliki poslovni uspjeh.

Abstract (english)

We live in a time where globalization is opening up markets and making the world more connected than ever, digitalization is changing the way we communicate, shop and live, the technology is developing day by day and we barely feel the boundaries between the physical and the digital world. All these changes have a tremendous impact on the consumer and the consumer is the generator of the change in retail today. The market as we know it is changing and every day, we encounter a new business model and form of shopping. We live in an exciting time where retailers will be looking for a new way every day to surprise consumers, give them exciting and new experience and create something worth sharing on social media.
The aim of this work is to show a connection between digitization and consumer behaviour changes, and how it transformed retail. It introduces readers with digitalization and consumer behavior, development of eCommerce and how it changed the way we conduct business. Furthermore, we focus customers and the way he makes a purchase decision, changes in customer journey, his needs and wants, as well as new business models brought by changes in consumer behaviour. Finally, with the examples from the industry we will prove the thesis on consumer behaviour and retail changes and describe how the retail of the future will look like. The aim is to give show the importance of digitalization of retail and understanding the needs of consumers and how by combinining those two can give out great business success.

• Keywords: digitalizacija; maloprodaja; ponašanje potrošača; iskustvo potrošača; internetska prodaja; fizička trgovina; tehnologije
• Keywords (english): digitalization; retail; consumer behaviour; customer experience; eCommerce; physical store; technology
• Language: croatian
• URN:NBN: urn:nbn:hr:148:913545
• 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: 2019-09-30 06:06:19