Izgradnja imidža prodavaonice

master's thesis

• Title (english): Building store image
• Author: Borna Rukav
• Mentor: Dario Dunković (mentor)
• Committee member: Ivana Kovač (predsjednik povjerenstva)
• Committee member: Kristina Petljak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2021-10-12, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Glavna svrha ovog diplomskog rada je utvrditi utjecaj imidža prodavaonice na ponašanje kupca i donošenje odluke o kupnji. U radu su opisani svi faktori koji utječu na kupčevu odluku o kupnji pojedinog robnog artikla. Definirano je da li spoznaje, na osnovu koje je kupac stekao dojam o određenom artiklu na temelju svog ukupnog iskustva, mišljenja i uvjerenja, utječu na proces kupnje. Objašnjeno je kako izgled prodavaonice, maloprodajna atmosfera (uključujući boju, glazbu i rasvjetu) utječe na potencijalne kupce. Kupac će obratiti pozornost na čistoću prodavaonice, dostupnost robe, cijene robnih artikla i robne marke. Definirana je uloga osoblja i način na koji njihov pristup djeluje na potencijalne kupce. Do sitnih detalja, objašnjen je i obrazložen postupak donošenja odluke pojedinog kupca o kupnji određenog robnog artikla. Ponašanje kupaca možemo, zapravo promatrati i analizirati na temelju procesa kupnje kupaca. Svrha ovog diplomskog rada je uvidjeti koliko kupci obraćaju pozornost na imidž prodavaonice. Tako bi se opravdao razlog ulaganja novčanih sredstava za izgradnju imidža prodavaonice jer pozitivna percepcija kod kupaca i učinkovit imidž donosi veću prodaju i ostvaruje bolje rezultate za poslovanje tvrtke.

Abstract (english)

The main purpose of this thesis was to determine the impact of store image on consumer's behavior and purchasing decisions. The paper describes all the factors that influence the customer's purchase decision. It is defined that cognitions are based on what the customer has gained an impression of a particular merchandise based on their overall experience, opinions and beliefs embodied in the buying process. It is explained how the store decorations, the retail atmosphere (including color, lighting and music) affect customers. Customers will pay attention to the store cleanliness, the availability of the merchandise, the prices of the merchandise and the brand image. The role of staff and the way their approach affects potential customers is also defined. The purchase decision-making process is explained and reasoned down to the smallest detail. Consumer's behavior can be observed and analyzed based on their purchasing process. The idea of this paper is to investigate whether and to what extent the store image is important to customers. Thus, the reason for investing certain financial resources to build an image would be justified, because a positive and effective image brings higher sales and achieves better results for the company's business.

• Keywords: imidž; osoblje; prodavaonica; kupac; roba.
• Keywords (english): brand image; personnel; store; customers; merchandise
• Language: croatian
• URN:NBN: urn:nbn:hr:148:736511
• Study programme: Title: Business 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 students and staff of home institution
• Created on: 2021-10-12 20:49:00