RAZLIKA IZMEĐU MLAĐEG I STARIJEG SEGMENTA POTROŠAČA U KUPOVINI U DROGERIJAMA

undergraduate thesis

• Title (english): DIFFERENCE BETWEEN YOUNGER AND OLDER SEGMENT OF CUSTOMERS IN DRUGSTORE SHOPPING
• Author: Marko Radić
• Mentor: Sanda Renko (mentor)
• Committee member: Sanda Renko (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2020-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Drogerije su sastavni dio života. Prehrambeni, higijenski ili kozmetički proizvodi nezaobilazni su kako bi se životi neometano odvijali. Prilagođavanje ponude raznim segmentima kupaca njihov je svakodnevni posao kojim se moraju boriti kako bi u moru konkurencije ostali na vrhu.

Svaki segment kupaca nosi svoje potrebe, ima svoje navike i preferencije. Svatko samim time donosi različiti utjecaj na samo tržište. Stariji segment kupaca time održava stabilnost i ravnotežu, dok mlađi segment potpomaže pri inovacijama i razvoju tržišta.

Vrlo je bitno da se svaki proizvod prilagodi potrebama. Kako za proizvode, tako i za usluge kojima se iste moraju potruditi zadovoljiti svakoga kupca, a samim time ih zadržati.

Rezultati istraživanja, provedenog radi ovoga rada, pokazuju kako se preferencije i navike razlikuju u velikoj mjeri što drogerijama šalje signal za konstantno poboljšavanje i napredovanje.

Abstract (english)

Drugstore are an very important part of life. Food, hygiene or cosmetics products are indispensable for smoothly living. Adapting the offer to different segments of costumers is their daily job important for fighting to stay on the top in the sea of competition.

Each segment of costumer carries its own needs, has its own habits and preferences. With that, everyone brings a different impact to the market itself. The older segment of costumers with their habits maintains stability and balance, while the younger segment support innovaation and market development.

It is very important that each product adapts to their needs. How for products, is important for the services too, because they must make an effort to satisfy each costumer, and keep them with that.

The results of the research conducted for this work show that preferences and habits are very different, and sends a signal to the drugstores for constant improvement.

• Keywords: socio-demografska struktura; segment kupaca; navika kupovanja; preferencije; potrebe
• Keywords (english): socio-demofraphic structure; costumer segment; shopping habits; preferences; needs
• Language: croatian
• URN:NBN: urn:nbn:hr:148:871220
• Study programme: Title: Business Economics; specializations in: Trade Business Operations, Tourism Business Operations, Accounting and Finances, Business Secretary; Course: Trade Business Operations; Study programme type: professional; Study level: undergraduate; Academic / professional title: stručni/a pristupnik/pristupnica ekonomije (stručni/a pristupnik/pristupnica ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2020-09-30 09:58:42