Istraživanje preferencija potrošača prilikom online kupovine sportske opreme u Republici Hrvatskoj

master's thesis

• Title (english): Research of consumer preferences during online purchases of sports equipment in the Republic of Croatia
• Author: Mislav Soldo
• Mentor: Kristina Petljak (mentor); MBZ: 303282
• Committee member: Sanda Soucie (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: 2021-06-01, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Tema ovog diplomskog rada odnosi se na istraživanje preferencija potrošača prilikom online kupovine sportske opreme u Republici Hrvatskoj. Danas je u Republici Hrvatskoj i u svijetu gotovo nezamisliv način trgovanja koji ne uključuje online način kupovine proizvoda. Svjetsko stanovništvo sve češće kupuje online, a veliku ulogu u ekspanziji online kupovine ima i razvoj Interneta, a posljedično tome i pojava društvenih mreža koje su postale dio svakodnevnog života kod ljudi. Razvoj online načina kupovine proizvoda imalo je utjecaj i na razvoj online načina kupovine na tržištu sportske opreme. U radu se opisuje veličina svjetskog tržišta sportske opreme, trendovi koji prevladavaju na tržištu sportske opreme, utjecaj razvoja tehnologije i Interneta na ponašanje potrošača i njihovo donošenje odluka o online kupovini te utjecaj oglašavanja putem web stranica i društvenih mreža na povećanje online kupovine sportske opreme. Cilj ovog rada je prepoznati želje i preferencije potrošača u Republici Hrvatskoj prilikom online kupovine sportske opreme, a za to je poslužilo istraživanje provedeno putem online anketnog upitnika. U istraživanju je sudjelovalo 140 ispitanika, a prevladavaju osobe ženskog spola, odnosno njih 60% te osobe mlađe životne dobi. Provedeno istraživanje je pokazalo da se i na tržištu sportske opreme mijenjaju trendovi, odnosno da se sve više ljudi odlučuje na online kupovinu sportske opreme. Razlog tome su razne pogodnosti poput uštede slobodnog vremena, brzina odabira i kupnje, razvijenost dostavnih službi, izbjegavanje gužvi te razni popusti i akcije na online proizvode.

Abstract (english)

The topic of this thesis is related to the research of consumer preferences during online purchases of sports equipment in the Republic of Croatia. Today, in the Republic of Croatia and the worldwide, it is impossible not to buy products online. The population around the world is increasingly shopping online and the development of the Internet has played a major role in the expansion of online shopping and consequently the emergence of social networks that have become people's everyday lifestyle. The development of online shopping has also had an impact on the development of online shopping in the sports equipment market. The paper describes the size of the global sports equipment market, trends prevailing in the sports equipment market, the impact of the technology and the Internet on consumer behaviour and their decision-making on online shopping and the impact of advertising through websites and social networks to increase online shopping for sports equipment. The aim of this paper is to identify the wishes and preferences of consumers in the Republic of Croatia during online purchases of sports equipment and this was done by a survey conducted through an online survey questionnaire. 140 respondents participated in the research and the majority of them are females (60%) and people of younger age. The conducted research showed that trends in the sports equipment market are also changing. More and more people are deciding to purchase sports equipment online due to various benefits such as saving free time, speed of selection and purchase, development of delivery services, avoidance of crowds and various discounts and promotions on online products.

• Keywords: online kupovina; ponašanje potrošača; sportska oprema; Internet
• Keywords (english): online purchase; consumer behaviour; sports equipment; Internet
• Language: croatian
• URN:NBN: urn:nbn:hr:148:728728
• Study programme: Title: 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: 2021-06-04 13:48:31