Miris i vrijeme provedeno u prodavaonici

master's thesis

• Title (english): Fragrance and the time spent in a store
• Author: Dinka Sinanagić
• 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: 2015-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Tijekom cijelog rada, istražuje se i opisuje pojam utjecaja mirisa i vrijeme provedeno u prodavaonici. U radu se utvrđuje i važnost mirisa za odabir određene prodavaonice i za odluku o kupovini proizvoda u određenoj prodavaonici. Istraživanje u radu se zasniva na individualnom „lice u lice“ intervjuu. Istraživanje je provedeno na uzorku od trideset ispitanika.
Rezultati istraživanja pokazuju da su potrošači,kao najčešći razlog posjete i kupovine u prodavaonici,naveli kvalitetu proizvoda, najviše im se pri izboru prodavaonice sviđa miris, a pri izboru proizvoda unutar prodavaonice, potrošači su bili gotovo istog mišljenja što se tiče osjeta mirisa.
Prema tome, zaključak je da će miris privući potrošače u prodavaonicu, isto tako će ih zainteresirati za neki određeni proizvod, ali neće biti presudan ukoliko se potrošač odluči na kupovinu i to je jedan od značajnijih rezultata dobivenih u ovom istraživanju.
U odnosu na većinu dosadašnjih istraživanja koja pokazuju da je miris važan segment pri izboru prodavaonice, rezultati istraživanja su u skladu s time.
Iako se nije uspjela direktno dokazati povezanost mirisa i vremena provedenog u prodavaonici, ta povezanost dokazana je indirektno.

Abstract (english)

Throughout, the paper explores and describes the concept of the impact of smell and the time spent in the store. The paper discusses the importance of fragrance to select specific stores and their decision to buy a product in a particular store. The research work is based on the individual "face to face" interview. The research was conducted on the sample of thirty subjects.
The results show that consumers are the most common reason for visits and shopping in a storespecified product quality, the most to them in choosing stores like the fragrance, and the choice of product in the stores, consumers were almost of the same opinion when it comes to the sense of smell.
Therefore, the conclusion is that the fragrance will attract consumers to the store, also will be interested in a particular product, but will be crucial if the consumer decides to purchase and it is one of the most important results obtained in this study.
Compared to most previous studies, which show that the fragrance is an important part in the selection of store, the research results are consistent with it.
Although it failed to prove the direct connection between odor and the time spent in the store, this link was proven indirectly.

• Keywords: miris; vrijeme provedeno u prodavaonici; različitost u spolu
• Keywords (english): fragrance; a time spent in a store; gender differences
• Language: croatian
• URN:NBN: urn:nbn:hr:148:742689
• 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: 2016-11-16 18:24:12