Uloga elemenata fizičkog okruženja prodajnog mjesta u namjeri kupnje

master's thesis

• Title (english): The role of store's physical environment in purchase intention
• Author: Laura Budanović
• Mentor: Sandra Horvat (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2023-09-08, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Na današnjem promjenjivom tržištu sve je teže zadovoljiti potrebe potrošača i potaknuti ih na kupnju. Potrošači su sve zahtjevniji i traže više od samog proizvoda. Uzimajući u obzir potrebe kupaca, prodajna mjesta trebaju pružiti ugodno iskustvo kupovine koje će kupce potaknuti na ponovni posjet. Dodatni elementi koje prodajno mjesto pruža vrlo su cijenjeni, a ugodna atmosfera ima ključnu ulogu u uspješnosti prodajnog mjesta. Fizičko okruženje prodajnog mjesta, putem osjetila utječe na percepciju potrošača i može ih motivirati ili pak odvratiti od kupnje. Ono također ima značajnu ulogu u oblikovanju namjere kupnje, stoga je važno iskoristiti njegov potencijal. Cilj ovog rada bio je istražiti ulogu elemenata fizičkog okruženja drogerija u namjeri kupnje. Kako bi se ispunio navedeni cilj, provedeno je istraživanje pomoću anketnog upitnika na uzorku od 201 ispitanika. Ispitanici su na temelju drogerije u kojoj najčešće kupuju izrazili svoj stupanj slaganja s tvrdnjama o utjecaju elemenata fizičkog okruženja na namjeru kupnje. Rezultati su pokazali da elementi fizičkog okruženja poput prodajnog osoblja, gužve, uređenja prodajnog mjesta, boje i osvjetljenja prisutnih na prodajnom mjestu imaju pozitivnu ulogu u namjeri kupnje. Stavovi ispitanika su neovisno o odabranoj drogeriji bili vrlo slični, pa se može zaključiti da je za menadžere važno da efikasno iskoriste elemene fizičkog okruženja kako bi potaknuli potrošače na kupnju, ali i kako bi se diferencirali od konkurencije.

Abstract (english)

In today's changing market, it is increasingly difficult to meet the needs of consumers and encourage them to buy. Consumers are increasingly demanding and want more than the product itself. Taking into account the needs of customers, stores should provide a pleasant shopping experience that will encourage customers to visit them again. The additional elements that a store provides is highly appreciated, and the pleasant atmosphere plays a key role in the success of the store. The physical environment of a store, through the senses, affects the perception of consumers and can motivate or deter them from buying. It also plays a significant role in shaping purchase intent, so it's important to tap into its potential. The aim of this paper was to investigate the role of the elements of the physical environment of the drugstore in the purchase intention. In order to fulfill the stated goal, a survey was conducted using a questionnaire on a sample of 201 respondents. Based on the drugstore where they most often shop, the respondents expressed their degree of agreement with the statements about the influence of elements of the physical environment on the intention to buy. The results showed that elements of the physical environment such as sales staff, crowds, arrangement of the store, color and lighting present at the store play a positive role in purchase intention. The attitudes of the respondents, regardless of the selected drug store, were very similar, so it can be concluded that it is important for managers to effectively use the elements of the physical environment in order to encourage consumers to buy, but also to differentiate themselves from the competition.

• Keywords: atmosfera prodajnog mjesta; elementi fizičkog okruženja prodajnog mjesta; namjera kupnje; drogerije
• Keywords (english): store atmosphere; elements of physical environment of the store; purchase intention; drugstores
• Language: croatian
• URN:NBN: urn:nbn:hr:148:102461
• 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: 2023-09-11 07:33:55