POZICIONIRANJE ASORTIMANA U MALOPRODAJI

undergraduate thesis

• Title (english): ASSORTMENT POSITIONING IN RETAIL
• Author: Jelena Jurić
• Mentor: Mirko Palić (mentor); MBZ: 258071
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Mathematics); Zagreb
• Defense date and country: 2020-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Maloprodaja je oblik prodavaonice u kojoj se kako sama riječ govori kupuje na malo. One mogu biti raznovrsnog asortimana, odnosno od primjerice diskonta pića do ekskluzivne prodavaonice nakita. Prodavaonice se razlikuju u više elemenata. Od samog uređenja ambijenta i plasiranju asortimana, zatim cijene,pa samog način pristupa prodavača klijentu. Navedeni elementi dio su marketinga, pojma koji označava skup procesa koji imaju za cilj unapređenje prodaje i ostvarivanje profita, odnosno marketinškog miksa koji se može iskombinirati na razne načine, ovisno o tome što se želi postići. Početak svake marketinške odluke je istraživanje tržište te segmentiranje istoga. U području marketinga informacije i istraživanje tržišta su ključna stvar za umanjivanje rizika i ostvarivanje profita. Ovaj rad detaljnije prikazuje način pozicioniranja asortimana kozmetičkih proizvoda na policama specijaliziranih prodavaonica. Opisuje što se sve događa oko određene marke jednog poduzeća da bi se ostvarilo unapređenje prodaje odnosno profit. Posljednje ali i ne manje bitno, kako psihologija kupca utječe na ostvarivanje prodaje.

Abstract (english)

Retail is a type of a store where, as the word itself says, it is purchased at retail. There is a wide range, from, for example, an liquor store to an exclusive jewelry store. Stores contrast in a few components. From the very arrangement of the interior, and positioning the assortment, then the prices, and the very way the seller approaches the client.These elements are part of marketing, a term that denotes a set of processes for improving sales and making a profit, or a marketing mix that can be combined in various ways, depending on what you want to achieve. The beginning of any marketing decision is market research and segmentation In the area of marketing, data, information and market research are key to reducing risk and making a profit. This paper presents in more detail the way of positioning the range of cosmetic products on the shelves of specialized stores. It describes what is happening around a certain brand of a company to improve sales or profit. Last, but not least how customer psychology affects sales.

• Keywords: maloprodaja; asortiman; pozicioniranje; promocija; marketing; kupac
• Keywords (english): retail; assortment; positioning; promotion; marketing; customer
• Language: croatian
• URN:NBN: urn:nbn:hr:148:839382
• Study programme: Title: Business economy; specializations in: Trade business, Tourism business, Accounting and financial business; Course: Trade business; Study programme type: professional; Study level: undergraduate; Academic / professional title: Stručni prvostupnik (Stručni prvostupnik)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2020-09-22 11:29:52