Omnikanalna maloprodaja kao marketinška strategija trgovinskog poduzeća

master's thesis

• Title (english): Omnichannel retailing as a marketing strategy of a trading company
• Author: Antonio Obradović
• Mentor: Dario Dunković (mentor); MBZ: 251001
• Committee member: Kristina Petljak (predsjednik povjerenstva)
• Committee member: Blaženka Knežević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2021-06-10, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

U današnje vrijeme tehnologija ubrzano napreduje, a maloprodaja je usko vezana uz tehnologiju. Shodno tome, u teorijskom dijelu će se obraditi dostupna domaća i strana literatura o maloprodaji i marketinškim kanalima. Analizirat će se prednosti simultane maloprodaje preko više kanala, uvođenje omnikanalnog marketinga u poslovanje i ponašanje kupaca. Omnikanalna maloprodaja predstavlja simultani i potpuno integrirani proces prodaje robe kroz fizičke i virtualne kanale bez prekida. Takav način maloprodaje je složeniji u odnosu na konvencionalni jer zahtijeva dodatne resurse, upravljanje odnosima s kupcima i koordinaciju među kanalima. U empirijskom istraživanju putem anketnog upitnika prikupit će se stavovi kupaca i odrediti njihove sklonosti i iskustva u maloprodajnim kanalima. Na temelju rezultata donijet će se zaključak te predložiti unaprjeđenja menadžmentu poduzeća na tržištu maloprodaje. Anketa će se provesti online.

Abstract (english)

Nowadays, technology is advancing rapidly, and retail is closely related to technology. Accordingly, the theoretical part of the Master's Thesis will cover the available domestic and foreign literature of retail and marketing channels. The advantages of simultaneous retail through multiple channels, the introduction of omnichannel marketing in business and consumer behaviour will be analyzed as well. Omnichannel retailing is a simultaneous and fully integrated process of selling goods through physical and virtual channels without interruption. This way of retail is more complex than the conventional one because it requires additional resources, customer relationship management and coordination between channels. Empirical research through a questionnaire will gather the attitudes of customers and determine their preferences and experiences in retail channels. Based on the results, a conclusion will be made and improvements will be proposed to the management of the company in the retail market. The survey will be conducted online.

• Keywords: maloprodaja; multikanalni i omnikanalni marketing; kupci.
• Keywords (english): retail; multichannel and omnichannel marketing; consumers.
• Language: croatian
• URN:NBN: urn:nbn:hr:148:041299
• 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: Open access
• Created on: 2021-06-10 14:26:25