Redizajniranje poslovnih modela supermarketa kao odgovor na promjene navika potrošača uslijed Covid-19 pandemije

professional thesis

• Title (english): Supermarket business models redesign as a response to consumer behaviour change due to Covid-19 pandemic
• Author: Juran Galetić
• Mentor: Darko Tipurić (mentor)
• Committee member: Tihomir Vranešević (predsjednik povjerenstva)
• Committee member: Kristina Petljak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2023-07-06, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Covid-19 pandemija uvelike je utjecala na živote svih ljudi u Hrvatskoj te je donijela brojne promjene u različitim aspektima društva. Snažno je utjecala na ekonomiju, na poslovanje i rezultate poslovnih subjekata, na svakodnevni život ljudi te na navike ponašanja kupaca. Mnogi kupci preispituju i dobrovoljno ili prisilno dugoročno mijenjaju svoje odluke o kupovini svakodnevnih potrepština, odnosno kupovini robe široke potrošnje. U vezi s navedenim, dolazi do potrebe promjena poslovnih modela trgovačkih lanaca kako bi ostali konkurentni na tržištu. Predmet rada jest istraživanje potrebe za prilagodbom poslovnih modela supermarketa koji posluju na hrvatskom tržištu kako bi zadržali konkurentnost na tržištu i zadovoljili preferencije i potrebe kupaca, a nastavno na promjene u navikama kupaca uzrokovane Covid-19 pandemijom. Metodologija izrade ovog rada temelji se na provedenom primarnom istraživanju. Radi se o kvantitativnom istraživanju kojim će se proučiti promjene u navikama potrošača na hrvatskom tržištu nakon Covid-19 pandemije. Ispitanici su kupci u supermarketima u Hrvatskoj. Prikupljeni podaci analiziraju se deskriptivno statističkim metodama, u okviru čega se koriste numerički i grafički prikazi. Osnovni cilj je dati preporuke za redizajniranje poslovnih modela supermarketa koji posluju na hrvatskom tržištu, ovisno o rezultatima primarnog istraživanja o promjenama navika kupaca uzrokovanih Covid-19 pandemijom. Rezultati primarnog istraživanja pokazuju kako su kupci promijenili svoje kupovne navike u nekoliko područja. Posljedično tome, identificirani su elementi poslovnih modela supermarketa kod kojih je potrebno ugraditi određene preinake, a kako bi supermarketi ostali relevantni na tržištu te kako bi dugoročno maksimizirali svoj potencijal.

Abstract (english)

Covid-19 pandemic has drastically influenced lives of all people in Croatia and has brought many challenges in different aspects of society. It has strongly influenced economy, business and business results, everyday people’s lives and consumer behavior. Many shoppers are questioning their decisions about grocery purchase and they are either willing or forced to change their usual habits. Based on this fact, there is a need for supermarket chains to change their business models in order to stay competitive on the market. Subject of the paper is to examine the need to adapt business models of supermarkets who are operating on Croatian market so that they remain competitive on the market and that they can satisfy shopper’s preferences and needs, based on changes in consumer behavior caused by Covid-19 pandemic. The methodology of this paper is based on primary research. It is quantitative research which will study consumer behavior change on Croatian market after Covid-19 pandemic. The respondents are supermarket shoppers in Croatia. The collected data is analyzed using descriptive statistic methods, in which numerical and graphical tables are used. The results of primary research show that shoppers have changed their behavior in several areas. Based on that, elements of supermarket business model are identified, in which certain changes are necessary, in order for supermarkets to stay relevant on the market and to maximize their potential in the long run.

• Keywords: poslovni model; platno poslovnog modela; redizajniranje; supermarket; ponašanje potrošača; Covid-19
• Keywords (english): business model; business model canvas; redesign; supermarket; consumer behavior; Covid-19
• Language: croatian
• URN:NBN: urn:nbn:hr:148:124327
• Study programme: Title: Business Administration- MBA; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: sveučilišni/a specijalist/specijalistica poslovnog upravljanja-MBA (sveučilišni/a specijalist/specijalistica poslovnog upravljanja-MBA)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2023-07-13 17:15:41