STRATEGIJE MALOPRODAJNIH TRGOVAČKIH LANACA U PONUDI PROIZVODA ZA DJECU

master's thesis

• Title (english): RETAIL MARKETING STRATEGIES IN SUPPLY CHILDREN FOOS PRODUCTS
• Author: Tomislav Ivičević
• Mentor: Ružica Brečić (mentor)
• Committee member: Mihaela Mikić (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2020-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Pretilost je postala veliki problem modernog svijeta. U zadnjih 40 godina došlo je do znatnog povećanja pretilosti djece. Pojavila se potreba za strategijom poticanja djece da više konzumiraju zdravu hranu. U radu su prikazane i analizirane strategije maloprodajnih trgovačkih lanaca u ponudi proizvoda za djecu. Prehrambeni lanci, uz ulogu roditelja imaju veliku ulogu u prehrani djece. Licencirani i brendirani likovi na pakiranjima hrane također utječu na prehrambene navike djece. Prepoznat je problem pretjerane izloženosti djece oglasima. Maloprodajni trgovački lanci u želji da povećaju prodaju, privlače svoje kupce poklanjanjem besplatnih proizvoda i raznim drugim oblicima programa lojalnosti. Naglašena je važnost poznavanja kupaca za maloprodajne trgovačke lance kao temelja izrade strategije za daljnje poslovanje. U radu su predstavljeni rezultati raznih stranih istraživanja, te je provedeno vlastito istraživanje na temu utjecaja na prehrambene navike djece.

Abstract (english)

Obesity has become a major problem of the modern world. There has been a significant increase in childhood obesity in the last 40 years. There is a need for a strategy to encourage children to consume more healthy foods. The paper presents and analyzes the strategies of retail chains in the offer of products for children. Food chains, in addition to the role of parents, play a major role in the nutrition of children. Licensed and branded characters on food packaging also influence children’s eating habits. The problem of excessive exposure of children to advertisements has been identified. Retail retail chains, wanting to increase sales, attract their customers by giving away free products and various other forms of loyalty programs. The importance of knowing customers for retail chains as a basis for developing a strategy for further business was emphasized. The paper presents the results of various foreign studies, and conducted its own research on the impact on children's eating habits.

• Keywords: pretilost; strategija poticanja konzumacije zdrave hrane; strategije maloprodajnih trgovačkih lanaca; licencirani i brendirani likovi; oglasi; program lojalnosti
• Keywords (english): obesity; healthy food promotion strategy; retail chain strategies; licensed and branded characters; ads; loyalty program
• Language: croatian
• URN:NBN: urn:nbn:hr:148:988748
• Study programme: Title: Economics of Entrepreneurship; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni specijalist/specijalistica poduzetništva (stručni specijalist/specijalistica poduzetništva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-09-27 19:42:48