Online poduzetništvo i utjecaj Covid-a na promjene navika kupaca u maloprodaji tekstila

master's thesis

• Title (english): Online entrepreneurship and the impact of Covid on changing customer habits in textile retail
• Author: Ružica Mihaljević
• Mentor: Ivan Strugar (mentor)
• Committee member: Božidar Jaković (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2021-09-27, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Online poduzetništvo je relevantan socio-ekonomski i tehnološki fenomen, koji se može smatrati spajanjem tradicionalnog poduzetništva s naglaskom na iskorištavanje novih digitalnih tehnologija na nove načine, kao što su npr. socijalna, mobilna, analitička ili Cloud rješenja, a sve u cilju prebacivanja sa tradicionalnog načina stvaranja dobiti na poslovanje u digitalnom dobu. Uoči globalne pandemije COVID-19 poduzetnici se suočavaju s novom realnošću- ne radi se samo o velikoj zdravstvenoj krizi koja pogađa milijune, pa čak i milijarde ljudi diljem svijeta već je riječ o krizi koja izaziva neviđeni pad globalne ekonomije. Današnje maloprodajno okruženje izazovno je iz gotovo svake perspektive zbog pritiska na cijene od strane diskontera, poremećaja na tržištu od strane online konkurencije i povećane transparentnosti cijena za kupce. Tradicionalni pristupi razlikovanja u maloprodaji nisu toliko učinkoviti kao što su nekad bili, budući da ih konkurenti lako mogu oponašati. No, razlikovanje je još uvijek moguće putem personaliziranih pristupa u kojima trgovci stvaraju jedinstvena iskustva prilagođena individualnim kupcima. Budućnost online kupovine oslanja se na hvatanje obrazaca ponašanja pri kupnji. To tada omogućuje robnoj marki stvaranje strateških cijena, oglašavanje i unakrsne promocije na individualnoj osnovi i na temelju raširenih trendova. Istraživanjem u ovom radu se željelo doći do stava ispitanika o promjeni percepcije kupaca pri kupnji tekstila. Istraživanje se provelo u periodu od 24.07.2021. godine do 06.08.2021. godine na uzorku od 114 ispitanika. Ispitanici su dobrovoljno sudjelovali u istraživanju, a istraživanje je bilo anonimno. Kao ograničenje može se navesti mali broj ispitanika kao i njihovi različiti stilovi života. U budućnosti će najveći broj ispitanika kupovati tekstil i u fizičkim poslovnicama i web shopovima, potom slijede ispitanici koji će kupovati samo u fizičkim poslovnicama te u web shopovima.

Abstract (english)

Online entrepreneurship is a relevant socio-economic and technological phenomenon, which can be considered as merging traditional entrepreneurship with an emphasis on exploiting new digital technologies in new ways, such as social, mobile, analytical or Cloud solutions, all in order to switch from traditional ways to make a profit on business in the digital age. On the eve of the global COVID-19 pandemic, entrepreneurs are facing a new reality - it's not just a major health crisis affecting millions and even billions of people around the world, but a crisis that is causing an unprecedented decline in the global economy. Today’s retail environment is challenging from almost any perspective due to price pressures by discounters, market disruptions by online competition, and increased price transparency for customers. Traditional approaches to differentiation in retail are not as effective as they once were, as competitors can easily imitate them. But differentiation is still possible through personalized approaches in which retailers create unique experiences tailored to individual customers. The future of online shopping relies on capturing patterns of shopping behavior. This then allows the brand to create strategic pricing, advertising and cross-promotion on an individual basis and based on widespread trends. The research in this paper sought to reach the attitude of the respondents about the change in customer perception when buying textiles. The research was conducted in the period from July 24, 2021. years until 06.08.2021. year on a sample of 114 respondents. Respondents volunteered to participate in the study, and the study was anonymous. A small number of respondents as well as their different lifestyles can be mentioned as a limitation. In the future, the largest number of respondents will buy textiles in physical outlets and web shops, followed by respondents who will buy only in physical outlets and web shops.

• Keywords: online poduzetništvo; COVID-19; maloprodaja tekstila; razvoj
• Keywords (english): online entrepreneurship; COVID-19; textile retail; development
• Language: croatian
• URN:NBN: urn:nbn:hr:148:401945
• 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: Access restricted to students and staff of home institution
• Created on: 2021-09-28 10:43:01