Prihvaćenost pop-up prodavaonica od strane hrvatskih potrošača

undergraduate thesis

• Title (english): Acceptance of pop-up stores by Croatian consumers
• Author: Adam Crepulja
• Mentor: Sanda Soucie (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2024-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Tehnologija je značajno promijenila maloprodajnu industriju i ponašanje potrošača. Zahvaljujući multikanalnom pristupu, potrošači sada mogu kupovati s bilo kojeg mjesta i u bilo kojem trenutku. Trgovci se prilagođavaju ovim promjenama nudeći razne prodajne kanale kako bi zadovoljili potrebe kupaca. Jedna od inovativnih metoda je pop-up prodaja, koja omogućuje privremenu, ekskluzivnu kupovinu na specifičnim lokacijama. Pop-up prodavaonice pomažu u istraživanju novih tržišta, testiranju proizvoda i stvaranju izravnog kontakta s potrošačima. Iako imaju prednosti, poput nižih troškova oglašavanja i fleksibilnosti, suočavaju se s izazovima poput ograničenja lokacije, troškova najamnina i manjeg asortimana. Istraživanje pokazuje da hrvatski potrošači još nisu dovoljno upoznati s ovim konceptom te ga ne percipiraju kao inovativan oblik kupovine. Ipak, pop-up prodaja ima potencijal za rast na domaćem tržištu u budućnosti.

Abstract (english)

Technology has significantly transformed the retail industry and consumer behavior. Thanks to a multichannel approach, consumers can now shop from anywhere at any time. Retailers are adapting to these changes by offering various sales channels to meet customer needs. One innovative method is pop-up sales, which enable temporary, exclusive shopping experiences in specific locations. Pop-up stores help explore new markets, test products, and create direct contact with consumers. Although they offer advantages like lower advertising costs and flexibility, they face challenges such as location restrictions, rental costs, and smaller product ranges. Research shows that Croatian consumers are still not sufficiently familiar with this concept and do not perceive it as an innovative shopping form. However, pop-up sales have the potential for growth in the domestic market in the future.

• Keywords: maloprodaja; pop-up prodavaonice; potrošači; inovativnost; hrvatsko tržište
• Keywords (english): retail; pop-up stores; consumers; innovation; Croatian market
• Language: croatian
• URN:NBN: urn:nbn:hr:148:870622
• Study programme: Title: /; Study programme type: professional; Study level: undergraduate; Academic / professional title: prvostupnik (baccalaureus) ekonomije/prvostupnica (baccalaurea) ekonomije (prvostupnik (baccalaureus) ekonomije/prvostupnica (baccalaurea) ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2024-10-01 15:07:37