Zadovoljstvo starijih potrošača programima vjernosti u maloprodaji

master's thesis

• Title (english): Older consumers' satisfaction with retail loyalty programrs
• Author: Mario Marčinko
• Mentor: Sanda Renko (mentor)
• Committee member: Sanda Renko (predsjednik povjerenstva)
• Committee member: Kristina Petljak (član povjerenstva)
• Committee member: Dora Naletina (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2020-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Trgovci raznim metodama prate košarice svojih kupaca i njihovo ponašanje te na taj način donose razne zaključke vezane za unapređenje prodaje. Jedna od strategija praćenja potrošačkih navika, ali i stimuliranja prodaje, jesu programi vjernosti kojima trgovci mogu identificirati svoje kupce i odrediti koji su im najznačajniji, odnosno najprofitabilniji. Cilj trgovaca na malo jest razviti dugoročan odnos sa željenim segmentom kupaca.
Suočeni s trendom starenja stanovništva u svijetu, a posebno u razvijenim zemljama, ali i Hrvatskoj, dolazi se do zaključka kako je upravo ovaj dio populacije sve zastupljeniji i kao takav sve važniji čimbenik u gospodarskim i društvenim zbivanjima neke zemlje, pa tako i Hrvatske. Potrošači starije životne dobi tako zauzimaju sve veći udio u ukupnom broju potrošača pa trgovcima na malo postaju sve značajniji kupci kojima je bitno udovoljiti kako bi i dalje ostali vjerni određenom trgovcu na malo.
Glavni cilj ovog diplomskog rada jest prikazati dosadašnje teorijske osnove i prakse u programima vjernosti koje trgovci na malo pružaju svojim potrošačima te prikazati reakcije starijih potrošača na programe vjernosti u kojima sudjeluju, ali i ustanoviti reakcije starijih potrošača na pogodnosti koje dobivaju sudjelovanjem u programima vjernosti.
Temeljem istraživanja provedenog na potrošačima starim 50 godina ili više u Gradu Zagrebu i Zagrebačkoj županiji ustanovljeno je kako se većina ispitanih kupaca koji sudjeluju u programima vjernosti, a takvih je 57,69%, smatra vjernima svom trgovcu i rado bi ga preporučili drugima, ali istovremeno nisu oduševljeni programima vjernosti niti količinom novca koju moraju potrošiti kako bi došli do nekog popusta ili pogodnosti.

Abstract (english)

Retailers monitor their customers' carts and behaviour in various ways, thus making various conclusions related to the improvement of sales performance. One of the strategies for monitoring consumer habits, but also for stimulating sales, are loyalty programs through which retailers can identify their customers and determine which ones are the most important, i.e. the most profitable. Retailers' aim is to develop a long-term relationship with the desired customer segment.
Faced with a growing trend towards population ageing in the world, especially in developed countries, but also in Croatia, the conclusion is that the older population is becoming ever more prevalent and as such has established itself as an increasingly important factor in economic and social events in a certain country, including Croatia. Older consumers have thus started to take a larger and larger share in the total number of consumers, and retailers have begun to consider them as increasingly important customers who must be satisfied in order to remain loyal to a particular retailer.
The primary aims of this thesis are: to present the current theoretical framework for and practice of loyalty programs that retailers provide to their customers; to demonstrate older consumers' response to the loyalty programs in which they participate, and to pinpoint older consumers' reactions to the benefits of participating in loyalty programs.
A study conducted on a sample of 104 consumers aged 50 and over in the City of Zagreb and Zagreb County showed that the majority of consumers who are engaged in loyalty programs, i.e. 57.69% of participants, consider themselves loyal to their retailer and would recommend them to others, but at the same time are not overly satisfied with loyalty programs or the amount of money they have to spend to receive a discount or a benefit.

• Keywords: programi vjernosti; stariji potrošači; zadovoljstvo kupaca; trgovina na malo; maloprodavači
• Keywords (english): loyalty programs; older consumers; customer satisfaction; retail; retailers
• Language: croatian
• URN:NBN: urn:nbn:hr:148:670810
• 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: Open access
• Created on: 2020-09-29 14:54:58