Specifičnosti elektroničke maloprodaje na tržištu proizvoda široke potrošnje

master's thesis

• Title (english): Specifics of electronic retailing on the consumer goods market
• Author: Patrick Bedić
• Mentor: Mirko Palić (mentor); MBZ: 258071
• Committee member: Marija Tomašević-Lišanin (predsjednik povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2020-09-10, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Elektronička maloprodaja preoblikuje i daje novi zamah maloprodajnom tržištu proizvoda široke potrošnje na globalnoj razini. Maloprodajni trgovački lanci na tržištu proizvoda široke potrošnje više ne bi trebali razmatrati kojem kanalu se opredijeliti, da li isključivo fizičkim prodavaonicama ili staviti fokus na elektroničku maloprodaju. Naravno da se tradicionalno ustaljene navike potrošača neće promijeniti preko noći, ali valja imati na umu kako upravo taj potrošač očekuje dodanu vrijednost i jednostavnost prilikom svoje kupovine te vapi za uštedom vremena. Stoga maloprodajni lanci trebaju razmišljati u smjeru kako bi pobijedili u dugom roku, a to znači da će objediniti oba kanala i prihvatiti holističku strategiju rasta svojeg poslovanja. Diplomski rad predstavlja pojmove vezane uz elektroničku maloprodaju, daje prikaz maloprodajnog tržišta proizvoda široke potrošnje u svijetu i u Republici Hrvatskoj te sintetizira teoriju i analizira elektroničku maloprodaju na tržištu proizvoda široke potrošnje. Također, prikazuje marketinšku strategiju te ulogu integrirane marketinške komunikacije i upravljanja odnosima s potrošačima kod maloprodajnih poduzeća. Svrha ovog rada je putem primarnog istraživanja spoznati koje specifičnosti elektroničke maloprodaje na tržištu proizvoda široke potrošnje potiču potrošača na kupnju putem interneta. Odabrano je osam specifičnosti na temelju analiziranja stručne literature i relevantnih istraživanja putem kojih se želi doći do odgovora na istraživačko pitanje. Na temelju istraživanja koje je provedeno putem on-line upitnika na uzorku od 305 ispitanika, zaključeno je da su specifičnosti koje potiču potrošača na kupnju putem interneta kod elektroničkih trgovina maloprodajnih lanaca na tržištu proizvoda široke potrošnje: mogućnost odabira dostave i jednostavnost on-line kupnje.

Abstract (english)

Electronic commerce is reshaping and giving a new swing to the retail market for consumer goods globally. Retail chains on the consumer goods market should no longer consider which channel to opt for, whether solely physical stores or focusing on electronic retailing. Of course, the traditionally established habits of consumers will not change overnight, but it should be kept in mind that this consumer expects added value and simplicity when shopping and cries out for time savings. Therefore, retail chains need to think in the direction of winning in the long run, and that means that they will unite both channels and accept a holistic strategy of growth of their business. This master thesis presents concepts related to electronic retail, provides an overview of the retail market of consumer goods in the world and in the Republic of Croatia and synthesizes the theory and analyses electronic retail on the consumer goods market. It also shows the marketing strategy and the role of integrated marketing communications and customer relationship management in retail businesses. The purpose of this paper is through primary research to find out which specifics of electronic retail on the consumer goods market encourage consumers to buy online. Eight specifics were selected based on the analysis of professional literature and relevant research through which the answer to the research question is sought. Based on a survey conducted through an online questionnaire on a sample of 305 respondents, it was concluded that the specifics that encourage consumers to buy online in electronic shops of retail chains on the consumer goods market are: possibility to select way of delivery and ease of online purchase.

• Keywords: elektronička maloprodaja; tržište proizvoda široke potrošnje; specifičnosti elektroničkih trgovina; marketing u maloprodaji
• Keywords (english): electronic retailing; consumer goods market; specifics of online shops; retail marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:148:036770
• Study programme: Title: Business Economics; specializations in: Finance, Accounting, Marketing, Organization and management, Trade, Tourism, Analysis and Business planning, Business informatics; Course: Marketing; Study programme type: university; Study level: graduate; Academic / professional title: diplomirani/a ekonomist/ekonomistica (diplomirani/a ekonomist/ekonomistica)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-09-12 11:48:46