Strategije maloprodavača modnih artikala usmjerene na mlađe kupce

master's thesis

• Title (english): Fashion retailres strategy aimed to younger customers
• Author: Anja Balen
• Mentor: Sanda Renko (mentor)
• Committee member: Kristina Petljak (predsjednik povjerenstva)
• Committee member: Ivana Štulec (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Dobro osmišljena strategija označava ključ uspjeha na tržištu. Strategije rasta i razvoja predstavljaju put kako doprijeti do ciljnog segmenta kupaca. Pri osmišljavanju strategije maloprodavači modnih artikala veliku važnost pridaju kupovnoj orijentaciji. U radu su definirane glavne značajke strategija rasta te je provedeno istraživanje elemenata uspješnosti strategija maloprodavača modnih artikala usmjerene na mlađe kupce. Svrha provedenog istraživanja bilo je odrediti koja od navedenih strategija rasta i razvoja rezultira najvećim uspjehom na tržištu Republike Hrvatske. Rezultati istraživanja pokazali su kako strategija razvoja proizvoda rezultira najvećim uspjehom unutar segmenta mlađih kupaca.

Abstract (english)

Well designed strategy is the key to success in the market. The strategy for growth and development represent the way to reach out to the target customer segment. In devising strategy, fashion retailers give a great importance to shopping orientation. The paper defines the main features of the growth strategy and the research conducted the elements of the fashion retailers strategies aimed to younger customers. The purpose of the research was to determine which of the following strategies of growth and development results in the greatest success on the Croatian market. The results of the research showed that the the best success in the segment of younger customers has the strategy of product development.

• Keywords: strategije rasta i razvoja; modni artikli; mlađi kupci; kupovna orijentacija
• Keywords (english): growth strategy; fashion retailers; younger customers; shopping orientation
• Language: croatian
• URN:NBN: urn:nbn:hr:148:850016
• 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: 2016-11-14 13:47:21