Čimbenici utjecaja na izbor prodavaonice odjećom među pripadnicima generacije Y

undergraduate thesis

• Title (english): Factors influencing clothing store selection among generation Y members
• Author: Lara Međimorec
• Mentor: Sanda Soucie (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2022-09-27, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Pojam generacija Y, poznata i kao milenijalci, odnosi se na demografsku skupinu mladih ljudi. Iako ne postoji dogovor oko točnog vremenskog razgraničenja generacije Y, uglavnom se unutar te generacije svrstavaju osobe rođene između 1980. i 1995. godine. Pripadnost određenoj generaciji utječe na kupovno ponašanje potrošača. Postoje razlike u načinu traženja proizvoda između mlađe i starije populacije. Specijalizirana prodavaonica proizvoda je posebno uređen prodajni objekt koji nudi višu razinu usluga i specijalizirani asortiman neprehrambenih proizvoda. Metoda prodaje je klasična prodaja direktnim posredovanjem prodavača prema kupcu. Niz faktora čini cjelokupni doživljaj prodavaonice, a neki od bitnih čimbenika su cijena, kvaliteta, lokacija, asortiman, izgled i uređenje prodavaonice, pozadinska glazba, mirisi i drugo. Svi čimbenici zajedno tvore ukupni doživljaj prodavaonice. Način uređenja prodavaonice sve je bitniji, to postaje jasno maloprodavačima koji se sve više trude ponuditi kupcima ono što traže. Online kupovina odjeće čini velik dio sveukupne kupovine odjeće te postaje sve popularniji način kupovine općenito. Ekološka osviještenost također je bitan faktor kod odabira prodavaonice pripadnicima generacije Y te potrošači na temelju toga mijenjaju svoje životne navike, a maloprodavači sve više počinju shvaćati potrebe suvremenih kupaca te ulažu dodatne napore kako bi ih zadovoljili.

Abstract (english)

The term Generation Y, also known as millennials, refers to the demographic group of young people. Although there is no agreement on the exact time demarcation of generation Y, mostly people born between 1980 and 1995 are classified within this generation. Belonging to a certain generation affects the purchasing behavior of consumers. There are differences in the way of searching for products between the younger and older population. A specialized product store is a specially designed sales facility that offers a higher level of service and a specialized assortment of non-food products. The sales method is classic sales by direct mediation of the seller to the buyer. A number of factors make up the overall experience of the store, and some of the important factors are price, quality, location, assortment, appearance and decoration of the store, background music, scents and others. All factors together form the overall experience of the store. The way the store is decorated is becoming more and more important, this is becoming clear to retailers who are increasingly trying to offer customers what they are looking for. Online clothing shopping makes up a large portion of overall clothing shopping and is becoming an increasingly popular way to shop in general. Environmental awareness is also an important factor when choosing a store for members of generation Y, consumers are changing their lifestyles based on this, and retailers are increasingly beginning to understand the needs of modern customers and are making additional efforts to satisfy them.

• Keywords: specijalizirana prodavaonica; generacija Y; izbor prodavaonice
• Keywords (english): specialized store; generation Y; store selection
• Language: croatian
• URN:NBN: urn:nbn:hr:148:056753
• Study programme: Title: Business Economics; Study programme type: professional; Study level: undergraduate; Academic / professional title: stručni/a pristupnik/pristupnica ekonomije (stručni/a pristupnik/pristupnica ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2022-09-27 08:29:32