Socijalizacija u maloprodaji brze mode

undergraduate thesis

• Title (english): Socialization in fast fashion retail
• Author: Maria Perković
• Mentor: Sanda Renko (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2021-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Predmet ovog rada prikazati socijalizaciju na maloprodaji brze mode koja je istražena na
primjeru prodavaonice ZARA. Cilj rada je upoznati čitatelje s pojmovima socijalizacije i brze
mode, a potom ih staviti u kontekst industrije brze mode na primjeru prodavaonice ZARA.
Prikupljenim sekundarnim podacima su se prikazala dosadašnja istraživanja koja se bave
tematikom brze mode, dok su se primarnim podacima prikazali rezultati istraživanja koje je
provedeno anketnim upitnikom. Analizom istraživanja je prikazan utjecaj socijalizacije na
kupce ZARA prodavaonice, čime se došlo do rezultata da socijalizacija u maloprodaji brze
mode ima velikog utjecaja na potrošače. S obzirom da je cilj rada istražiti socijalizaciju prodavaonice ZARA, iz istraživanja su jasno vidljivi stavovi kupaca spomenute prodavaonice preko kojih se može zaključiti da ZARA provodi socijalizaciju u visokom intenzitetu, čime se utječe na potrošačevu odluku o kupnji. Većina ispitanika se složila s činjenicom da i sama industrija brze mode nameće socijalizaciju kako bi požurila odluka o kupnji te na taj način stekao željeni profit. Potrošačima se nesvjesno nameću norme te se neprestano ponavlja situacija u kojoj novi odjevni predmet stiže u prodavaonicu za tjedan dana, a s obzirom da je u trendu, trebati će ga kupiti. Potrošač, ako je vjerni pratitelj mode, podliježe modnim trendovima i stilu. Industriji brze mode ova činjenica ide u prilog jer će njihove zalihe brzo nestati i ubrzo se zamijeniti s novima, čime potrošači ponovo dolaze na početak potrošačkog procesa.

Abstract (english)

The subject of this paper presented socialization in retail in a fast way that was explored
the example of the ZARA store. The aim of the paper is to acquaint readers with the concepts of socialization and fast
fashion, and then put them in the context of the fast fashion industry on the example of the ZARA store.
The collected secondary data show the previous research that deals with
the theme of fast fashion, while the primary data showed the results of research that is
conducted by a survey questionnaire. The analysis of the research shows the influence of socialization on
customers of ZARA store, which led to the results of socialization in retail fast
fashion has a big impact on consumers. Since the aim of the paper is to investigate the socialization of the ZARA store, the research clearly shows the attitudes of customers of the store through which it can be concluded that ZARA conducts socialization in high intensity, which affects the consumer's purchase decision. Most respondents agreed with the fact that the fast fashion industry itself imposes socialization in order to speed up the purchase decision and thus gain the desired profit. Consumers are unknowingly imposed norms and the situation is constantly repeated in which a new garment arrives in the store in a week, and since it is in trend, they will need to buy it. The consumer, if he is a faithful follower of fashion, is subject to fashion trends and style. This fact is in favor of the fast fashion industry because their stocks will quickly disappear and will soon be replaced with new ones, bringing consumers back to the beginning of the consumer process.

• Keywords: socijalizacija; maloprodaja; brza moda; ZARA
• Keywords (english): socialization; retail; fast fashion; ZARA
• Language: croatian
• URN:NBN: urn:nbn:hr:148:132742
• Study programme: Title: Business Economics; specializations in: Trade Business Operations, Tourism Business Operations, Accounting and Finances, Business Secretary; Course: Trade Business Operations; Study programme type: professional; Study level: undergraduate; Academic / professional title: stručni/a pristupnik/pristupnica ekonomije (stručni/a pristupnik/pristupnica ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2021-09-30 10:25:16