Upravljanje kupovinom u trgovačkim ulicama

master's thesis

• Title (english): Management of purchasing in shopping streets
• Author: Nika Čuić
• Mentor: Sanda Renko (mentor)
• Committee member: Mislav Ante Omazić (predsjednik povjerenstva)
• Committee member: Ivana Marić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Trgovačke ulice gube svoju konkurentsku prednost zbog pojave suvremenih maloprodajnih oblika. U ovom radu opisani su elementi prodavaonica koji mogu utjecati na odluke o potrošačevoj kupovini, a koji predstavljaju smjernice maloprodavačima koje im mogu pomoći u povećanju broja kupaca u trgovačkim ulicama. Istraživanjem se na uzorku od 116 ispitanika raznih dobnih skupina nastojalo ustanoviti kako pojedini čimbenik utječe na ulazak u prodavaonicu, dužinu boravka u njoj te, naposlijetku, na kupovinu. Također, nastojalo se ustanoviti kojem se čimbeniku treba pridati najviše važnosti pri stvaranju prodajnog prostora. Rezultati istraživanja pokazuju da su trgovačke ulice izgubile na svojoj popularnosti, ali i dalje imaju dovoljan broj posjetitelja koji su privučeni njenim prednostima koje ona ima kao mjesto turističke atrakcije i lokacije u središtu grada.

Abstract (english)

Shopping streets are losing their competitive advantage due to the appearance of contemporary retail type. This paper aims to provide description of elements of a retail store that has an influence on a customers decision in purchasing, which represent guidelines to retailers that may help them to increase the number of customers in shopping streets. The research has been made on a sample of 116 respondents of different age groups where the goal was to establish how one factor is effecting on a customer to make the store entrance, his length of stay and, finally, his purchase. As well, the aim was to establish which factor has to be given the most of the attention while creating sales area. The research results show that shopping streets had lost their popularity, but still have an adequate amount of visitors who are attracted by its advantages that shopping streets are offering, like tourist attraction sight and location in the city centre.

• Keywords: maloprodaja; trgovačke ulice; lokacija; interijer prodavaonice; eksterijer prodavaonice
• Keywords (english): retailing; shopping streets; location; interior of the store; exterior of the store
• Language: croatian
• URN:NBN: urn:nbn:hr:148:959183
• Study programme: Title: Business Economics; Study programme type: university; Study level: 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: 2016-10-11 14:36:28