Usporedba online i tradicionalne kupovine muške i ženske odjeće u Hrvatskoj

graduate thesis

• Title (english): Comparison of online and traditional shopping for men's and women's clothing in Croatia
• Author: Mislav Mandarić
• Mentor: Blaženka Knežević (mentor)
• Committee member: Blaženka Knežević (predsjednik povjerenstva)
• Committee member: Ljubica Milanović Glavan (član povjerenstva)
• Committee member: Dario Dunković (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-04-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Business Informatics

Abstract

Tema ovog diplomskog rada je izbor s kojim se kupci sve češće suočavaju: kupovati online ili na tradicionalan način. Kroz proučavanje ove teme, istraživanje ima za cilj pružiti uvid u preferencije, trendove i druge čimbenike koji utječu na odluke kako muškaraca tako i žena pri kupovini odjeće u Hrvatskoj. Na temelju analize uzorka od 157 ispitanika putem anketnog upitnika, rezultati pokazuju da se tradicionalna kupovina odjeće i dalje češće koristi u odnosu na online kupovinu. Iako online kupovina pruža praktičnost, mogućnost usporedbe cijena te širi izbor odjeće, strah od hakerskih napada i ograničenja vezana uz (brzi) povrat proizvoda čine tradicionalnu kupovinu odjeće preferiranim izborom. Rezultati provedenog istraživanja važni su za tradicionalne i online trgovce u Hrvatskoj koji pri kreiranju svojih prodajnih strategija trebaju uzeti u obzir preferencije svojih kupaca te prodajni splet prilagoditi njihovim potrebama. Isto tako, rezultati iz ovog istraživanja mogu se koristiti za potrebe budućih istraživanja povezanih s usporedbom online i tradicionalne kupovine muške i ženske odjeće.

Abstract (english)

The theme of this master's thesis revolves around the choice that customers increasingly face: whether to buy online or in a traditional manner. Through the study of this topic, the research aims to provide insight into the preferences, trends, and other factors that influence the decisions of both men and women when buying clothes in Croatia. Based on the analysis of a sample of 157 participants through a questionnaire, the results indicate that traditional clothing shopping is still more commonly utilized compared to online shopping. Although online shopping offers convenience, price comparison options, and a wider selection of clothing, fear of hacking attacks and restrictions related to (quick) product returns make traditional clothing shopping the preferred choice. The results of the conducted research are important for both traditional and online retailers in Croatia. They should consider the preferences of their customers when creating sales strategies and tailor their sales mix to meet their needs. Additionally, the findings from this research can be used for future studies related to comparing online and traditional shopping for men's and women's clothing.

• Keywords: online kupovina; tradicionalna kupovina; usporedno istraživanje
• Language: croatian
• URN:NBN: urn:nbn:hr:148:172599
• Study programme: Title: /; Study programme type: professional; Study level: graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-04-16 06:38:49