Preferencije hrvatskih potrošača prema kupovini putem pametnih telefona

master's thesis

• Title (english): Preferences of Croatian consumers towards purchasing by smartphones
• Author: Petra Kljaić
• Mentor: Sanda Renko (mentor); MBZ: 246584
• Committee member: Kristina Petljak (predsjednik 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: 2020-06-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

U današnje vrijeme gotovo svi posjeduju pametni telefon i služe se njime na razne načine. Pametni telefoni nam nude da budemo u kontaktu s rodbinom i prijateljima putem društvenih mreža. Također daje nam mogućnost obavljanja poslova i kupovine. Osim kupovine potrošači koriste svoje pametne telefone za pretraživanje informacija o proizvodu, uspoređivanje cijena, pronalasku lokacije prodavaonice ili za čitanje recenzija. Zbog sve većeg razvoja tehnologije i boljih internetskih mreža tema kupovine putem pametnih telefona sve je popularnija. Razvija se sve veći broj aplikacija za kupovinu koje se mogu analizirati, a u ovome su radu analizirane aplikacije za kupovine hrane, odjeće i obuće. Temeljem istraživanja metodom analize prikupljenih podataka provedbom ankete među potrošačima ustanovljeno je kako potrošači na hrvatskom tržištu većinom koriste pametne telefone za kupovinu. Najznačajnija kategorija proizvoda koju hrvatski potrošači na analiziranom tržištu kupuju su odjeća i obuća. Bitno je također napomenuti kako hrvatski potrošači imaju potpuno povjerenje u ovaj oblik kupovine, te da se njime koriste zbog mogućnosti kupovine bilo kada, bilo gdje i radi jednostavnosti korištenja aplikacija za kupnju putem pametnog telefona. Ova tema će u budućnosti biti sve zastupljenija, iako se smatra kako kupovina putem pametnih telefona i dalje neće biti jedini izbor potrošača. Smatra se kako će i dalje fizičke prodavaonice biti posjećenije te da će se online kupovina također odvijati putem računala, laptopa, tableta ili nekog drugog mobilnog uređaja.

Abstract (english)

Nowadays, almost everyone owns a smartphone and uses it in various ways. Smartphones allow us to be in touch with relatives and friends through social networks. It also gives us the ability to do business and online shopping. In addition to shopping, consumers use their smartphones to search for product information, compare prices, find a store location, or read reviews. Due to the increasing development of technology and better internet networks, the topic of shopping via smartphones is becoming increasingly popular. A growing number of applications that analyze online shopping are developed, while in this paper, applications for online purchasing of food, clothing and footwear are analyzed. Based on the research using the method of analysis of collected data by conducting a survey among consumers, it was established that the vast majority of consumers in the Croatian market use smartphones for shopping. The most important category of products that Croatian consumers buy on the analyzed market are clothing and footwear. It is also important to note that Croatian consumers have full confidence in this form of purchase, and that they use it because of the possibility of buying anytime, anywhere and easiness of use application for purchasing on smartphones. This topic will be more and more common in the future, but it is considered that shopping via smartphones would not be the only choice of consumers. It is believed that physical stores will continue to be more visited and that online shopping will also take place via computers, laptops, tablets or some other mobile devices.

• Keywords: pametni telefon; kupovina; aplikacija; prodavaonica
• Keywords (english): smartphone; purchasing; application; store
• Language: croatian
• URN:NBN: urn:nbn:hr:148:934650
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2020-07-01 08:24:00