Inovacije u pozicioniranju proizvoda u prodavaonici kao konkurentska prednost maloprodavača

master's thesis

• Title (english): Innovations in product positioning as a competitive advantage of retailers
• Author: Franjo Grbešić
• Mentor: Ivana Štulec (mentor)
• Committee member: Ivana Štulec (predsjednik povjerenstva)
• Committee member: Dora Naletina (član povjerenstva)
• Committee member: Mate Damić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2020-11-10, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

U današnje vrijeme, kada borba za vrijednosnim udjelima postaje sve teža uslijed već niskih cijena na polici i učestalih promocija, poduzeća se okreću inovativnim rješenjima kako bi svoje proizvode vizualno istaknuli na polici. Kako tehnologija napreduje, tako se pojavljuju novi oblici isticanja proizvoda – bilo da je riječ o posebno ukrašenim hladnjacima za pivo, metalnim stalcima za fitness proizvode ili testnim jedinicama na kojima potrošači mogu isprobati značajke novih električnih četkica za zube – potrošači su svakim danom sve više izloženi raznim inovacijama glede pozicioniranja proizvoda.
Cilj ovog diplomskog rada je analiza inovacija u maloprodaji, primarno u pozicioniranju proizvoda u prodavaonici, kako bi se odredili mogući načini postizanja konkurentskih prednosti maloprodavača. U skladu s time, provedeno je primarno istraživanje među potrošačima robe široke potrošnje metodom anketnog upitnika. Cilj istraživanja bio je ispitati percepciju potrošača prema inovativnim izlaganjima u maloprodaji i na temelju rezultata dati zaključak o učinkovitosti inovativnih načina izlaganja proizvoda.
U diplomskom radu se najprije prikazuje značenje konkurentske prednosti općenito i uže vezano za maloprodajno poslovanje, te se predstavljaju trenutno dostupna inovativna rješenja za postizanje konkurentske prednosti u maloprodaji. U trećem poglavlju prikazuju se mogućnosti izlaganja, odnosno pozicioniranja proizvoda široke potrošnje na polici te se pojašnjavaju tehnološki potpomognuta inovativna rješenja u pozicioniranju proizvoda. Četvrti dio, istraživanje, koncentrira se na samu percepciju potrošača prema inovativnim izlaganjima u maloprodaji.
Istraživanje u radu je provedeno metodom anketnog upitnika u kojem potrošači robe široke potrošnje daju svoje viđenje i ocjenu inovativnog modela pozicioniranja proizvoda u maloprodaji. U analizi anketnog upitnika prikazuju se rezultati istraživanja, ograničenja provedenog istraživanja, kao i preporuke za buduća istraživanja. Posljednji dio diplomskog rada donosi zaključke glede teorijskih i empirijskih spoznaja rada.

Abstract (english)

Nowadays, when the struggle for value shares is becoming increasingly difficult due to the already low prices on the shelf and frequent promotions, companies are turning to innovative solutions to visually highlight their products on the shelf. As technology advances, new forms of product displays are emerging - whether it's specially decorated beer coolers, metal fitness racks or test units where consumers can try out the features of new electric toothbrushes - consumers are increasingly exposed every day to innovations in product positioning.
The aim of this thesis is to analyze innovations in retail, primarily in product positioning in store, in order to determine possible ways to achieve competitive advantages of retailers. Accordingly, a primary survey among consumers of consumer goods was conducted using the survey questionnaire method. The aim of the research was to examine the perception of consumers towards innovative retail exhibits and, based on the results, to give a conclusion on the effectiveness of innovative ways of product display.
The thesis first presents the meaning of competitive advantage in general and more closely related to retail business, and presents the currently available innovative solutions to achieve competitive advantage in retail. The third chapter presents the possibilities of display, i.e. positioning of consumer products on the shelf, and explains technologically supported innovative solutions in product positioning. The fourth part, the research, concentrates on the very perception of consumers towards innovative retail exhibits.
The research was conducted using the method of a survey questionnaire in which consumers of consumer goods gave their views and assessments of an innovative model of product positioning in retail. The analysis of the survey questionnaire shows the results of the research, the limitations of the conducted research, as well as the recommendations for future research. The last part of the thesis brings conclusions about the theoretical and empirical knowledge of the thesis.

• Keywords: inovacije; maloprodaja; pozicioniranje; konkurentska prednost.
• Keywords (english): innovation; retail; positioning; competitive advantage
• Language: croatian
• URN:NBN: urn:nbn:hr:148:528889
• Study programme: Title: Business Economics; specializations in: Finance, Accounting, Marketing, Organization and management, Trade, Tourism, Analysis and Business planning, Business informatics; Course: Trade; Study programme type: university; Study level: graduate; Academic / professional title: diplomirani/a ekonomist/ekonomistica (diplomirani/a ekonomist/ekonomistica)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2020-11-10 12:14:12