Upravljanje asortimanom trgovačke robe u maloprodaji

master's thesis

• Title (english): Assortment management in retailing
• Author: Josipa Lovrić
• Mentor: Dario Dunković (mentor)
• Committee member: Ivan Kovač (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

Asortiman robe je temeljni element koji određuje identitet i predmet poslovanja trgovinskog
poduzeća. Sukladno tome, određivanje optimalnog asortimana je od velikog značaja za poduzeće.
Pravilnim odabirom asortimana trgovinsko poduzeće utječe na svoju profitabilnost i lojalnost, a
time i na stvaranje čvrstih odnosa s kupcima.

Kroz rad su objašnjene temeljne postavke oblikovanja asortimana trgovačke robe te izgradnje
njegove privlačnosti na tržištu. Vizualnim pozicioniranjem i uvođenjem trgovačke marke
asortiman postaje konkurentniji i osigurava trgovinskom poduzeću jačanje pozicije na tržištu.

Istraživanjem koje je provedeno za potrebe ovoga rada ispitane su preferencije i sklonosti kupaca
prema različitim veličinama asortimana te njegovom vizualnom pozicioniranju u maloprodaji.
Zaključeno je da se preferencije kupaca razlikuju ovisno o kategorijama robe kojima žele
zadovoljiti svoje potrebe te da pozicioniranje robe uvelike utječe na njihovo kupovno ponašanje.

Abstract (english)

The retail assortment is a fundamental element that determines retailers identity and his object of
business. Accordingly, determining the optimal assortment has a great importance for the
company. By choosing the right assortment, a retail company influences its profitability and
loyalty, and thus the creation of strong relationships with customers.

The paper explains the basic assumptions of designing the retail assortment and building its
attractiveness in the market. Through visual positioning and the implementation of private brands,
the assortment becomes more competitive and provides the retail company improvement in its
market position.

The research cunducted for the purposes of this paper examined the consumer preferences towards
different sizes of assortments and its visual positioning in retail. It was concluded that consumer
preferences differ depending on the categories of products they need and that product visual
positioning (merchandising) greatly influences their purchasing behavior.

• Keywords: asortiman; preferencije; profitabilnost; vizualno pozicioniranje
• Keywords (english): retail assortment; preferences; profitability; merchandising
• Language: croatian
• URN:NBN: urn:nbn:hr:148:755209
• 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 10:49:57