Provedba i djelotvornost promotivniih aktivnosti maloprodavača

master's thesis

• Title (english): Implementation and effectiveness of retailer promotional activities
• Author: Petra Lojen
• Mentor: Dario Dunković (mentor)
• Committee member: Blaženka Knežević (predsjednik povjerenstva)
• Committee member: Kristina Petljak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2021-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Sve brže promjene u navikama kupaca uzrokovane internacionalizacijom i globalizacijom maloprodajnog tržišta zahtijevaju poseban pristup pri zadržavanju kupaca i stvaranju lojalnosti kod kupaca. Iz tog razloga u teorijskom dijelu je obrađena literatura koja je vezana uz promotivne aktivnosti u maloprodaji, cjenovne strategije, lojalnost kupaca, profitabilnost maloprodavača i sl. Nepredviđene okolnosti zahtijevaju od maloprodavača da ulažu u razvoj promotivnih aktivnosti sa svrhom zadržavanja stalnih kupaca i privlačenja novih kupaca. Lojalni kupci su ujedno i najbolji kupci jer su vjerni posjetitelji, nisu cjenovno osjetljivi i neće pri promjeni cijene prijeći kod konkurencije, ali i dijele pozitivno iskustvo s potencijalnim novim kupcima. Empirijsko istraživanje provest će se putem online anketnog upitnika. Analizirat će se stavovi kupaca o promotivnim aktivnostima u maloprodaji i aktivnosti u provedbi maloprodavača. Na temelju obrađenih rezultata donijet će se zaključak i predložit će se unaprjeđenje maloprodajnom menadžmentu.

Abstract (english)

The increasingly rapid changes in customer habits caused by the internationalization and globalization of the retail market require a special approach in retaining customers and creating customer loyalty. For this reason, the theoretical part deals with the literature related to promotional activities in retail, pricing strategies, customer loyalty, profitability of retailers and the like. Unpredicted circumstances require retailers to invest in the development of promotional activities with the purpose of retaining regular customers and attracting new customers. Loyal customers are also the best customers because they are loyal visitors, they are not price sensitive and will not go to the competition when the price changes, but they also share a positive experience with potential new customers. Empirical research will be implemented through an online questionnaire. Customer attitudes about retail and promotional activities will be analyzed. Based on the processed results, a conclusion will be made and an improvements will be proposed to the retail management.

• Keywords: promotivne aktivnosti; maloprodavači; kupci
• Keywords (english): promotional activities; retailers; customers
• Language: croatian
• URN:NBN: urn:nbn:hr:148:471410
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and 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: 2021-09-22 10:07:03