Istraživanje percepcije programa lojalnosti na drogerijskom tržištu u Republici Hrvatskoj

master's thesis

• Title (english): Research of loyalty program perception on the drug market in the Republic of Croatia
• Author: Lucija Grabovac
• Mentor: Miroslav Mandić (mentor)
• Committee member: Blaženka Knežević (predsjednik povjerenstva)
• Committee member: Helena Nikolić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2022-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Odanost potrošača vrlo je vrijedna imovina. Kako bi pridobili lojalnost postojećih potrošača i stvorili privrženost, sve veći broj poduzetnika odlučuje se na implementaciju programa lojalnosti. Sam cilj diplomskog rada je bio kroz teorijski dio definirati te prikazati ponašanje potrošača, program lojalnosti te njegovu važnost i drogerijsko tržište u Republici Hrvatskoj. Istraživački dio proveden je upitnikom kao instrumentom istraživanja s ciljem istraživanja percepcije programa lojalnosti na drogerijskom tržištu u Republici Hrvatskoj. Istraživanje je provedeno na ukupnom uzorku (n=120). Provedbom istraživanja, došlo je se do rezultata kako ispitanici programe lojalnosti smatraju vrlo važnima te ih koriste. Kao glavne razloge korištenja programa lojalnosti ispitanici navode da su njihova očekivanja kroz pogodnosti koje ostvaruju ispunjena, smatraju da su programi lojalnosti korisni za njih te ih program lojalnosti potiče na ponovnu kupovinu u toj trgovini.

Abstract (english)

Customer loyalty is a very valuable asset. In order to win the loyalty of existing customers and create attachments, an increasing number of entrepreneurs decide to implement loyalty programs. The aim of the thesis was to define and present consumer behavior, the loyalty program and its importance and the drugstore market in the Republic of Croatia through the theoretical part. The research part was conducted with a survey questionnaire with the aim of investigating the perception of loyalty programs on the drugstore market in the Republic of Croatia. The research was conducted on a total sample (n=120). By carrying out the research, it was found that the respondents consider loyalty programs very important and use them. As the main reason for using the loyalty program, the respondents state that their expectations are met through the benefits they receive, they think that the loyalty program is useful for them, and the loyalty program encourages them to shop again in that store.

• Keywords: Ponašanje potrošača; program lojalnosti; drogerijsko tržište; Republika Hrvatska
• Keywords (english): Consumer behavior; loyalty program; drugstore market; Republic of Croatia
• Language: croatian
• URN:NBN: urn:nbn:hr:148:111604
• 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: 2022-09-26 13:46:35