Marketinška komunikacija s kupcima u maloprodaji

master's thesis

• Title (english): Marketing communication with retail customers
• Author: Lorena Pakšec
• Mentor: Dario Dunković (mentor)
• Committee member: Ivan Kovač (predsjednik povjerenstva)
• Committee member: Mia Delić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2022-09-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Komunikacija je vrlo važna u svim oblicima poslovanja pa tako i u maloprodaji. Maloprodaja se u velikoj mjeri mijenja pod utjecajem digitalizacije i tehnoloških promjena iz okoline. Različitost komuniciranja i načina oglašavanja potaknulo je zanimanje za istraživanje ove teme. Predmet rada je komunikacija maloprodavača putem konvencionalnih kao što su promotivni letci, oglasi preko TV prijemnika ili direktan kontakt s maloprodavačem te digitalnih kanala kojima se poruka šalje ciljanom kupcu. Cilj diplomskog rada je pronaći najdjelotvorniji oblik komunikacije za privlačenje kupaca koji značajno utječe na njihovu percepciju. Rezultati empirijskog istraživanja pokazuju kako digitalni i konvencionalni oblici komunikacije podjednako utječu na kupce te je prisutan sinergijski učinak između ta dva oblika. Stručan doprinos radu su rezultati koje menadžeri mogu iskoristiti za budući razvoj i unaprjeđenje postojećeg oglašavanja.

Abstract (english)

Communication has important role in all forms of business, including retail. Retail is changing in major extent due to advancement of digitalization and technology. Different ways of communication and advertisement has sparked interest for research into this topic. The main subject of this paper is communication of retailers through conventional means like flyers, TV ads or direct contact with customers, and more targeted communication over digital media. The goal of this paper is to find the most efficient way to attract customers. The results of empirical research show that both digital and conventional forms of communication equally affect customers and that there is synergising effect between the two forms of communication. Professional contribution of this work are results that can be used by managers for future development and improvement of existing advertisement.

• Keywords: komunikacija; maloprodavač; oblici komunikacije; digitalni maloprodajni marketing; oglašavanje
• Keywords (english): communication; retailer; forms of communication; digital retail marketing; advertising
• Language: croatian
• URN:NBN: urn:nbn:hr:148:481601
• 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: Open access
• Created on: 2022-09-15 10:26:07