| Sažetak | Tema diplomskog rada je percepcija potrošača u maloprodaji prehrambenih proizvoda. Zadovoljstvo i lojalnost potrošača ključne su za uspješnost poslovanja nekog poduzeća. Činjenica jest da bez potrošača prodaja ne postoji. Stoga je važno analizirati potrebe i želje potrošača kako bi bili upoznati s reakcijama potrošača. Nije dovoljno samo privući potrošače, već je od iznimne važnosti i zadržati ga. Primjenom Customer Relationship Management-a, odnosno upravljanjem ponašanjem potrošača, povećava se prodaja, povećava lojalnost postojećih i upoznaje nove potencijalne potrošače jer se vodi računa o njihovim potrebama i željama, a komunikacija nije više samo u jednom smjeru već je dvosmjerna. Programima lojalnosti poduzeća pokušavaju privući potrošače da se opet vrate, a oni će ih za to nagraditi. Pojava novih trendova poput ekološke osviještenosti potrošača, preferencije privatnih marki te online kupovine ima značajan utjecaj na promjene u stilu života i navikama potrošača. Dakle imamo raznih kategorija kupaca s različitim preferencijama. Jedni preferiraju zdrav život te su skloniji kupovat kvalitetnu ekološki uzgojenu hranu i nije im pritom bitna cijena, dok je drugima puno važnija povoljna cijena pa više preferiraju privatne marke. Zajedničko obima kategorijama jesu mogućnosti on-line kupovine pa smo istražili i sklonost potrošača kupnje putem interneta. Sklonost online kupovini sve je veća obzirom na brz ritam današnjice i sve manje slobodnog vremena. Prikupljanjem podataka putem anketnih upitnika ispitati će se preferencije potrošača unutar spomenutih trendova. Naravno uz sve navedeno potrebno je provesti segmentaciju potrošača, te upoznati se s različitim kanalima distribucije i razviti asortiman u skladu s potrebama potrošača. Segmentacija je nužna kako bismo spoznali koje tržište želimo opsluživati. Kanali distribucije imaju ulogu posrednika te su neizostavna karika u lancu maloprodaje jer predstavljaju prijenos robe od proizvodnje do potrošača, u pravo vrijeme, na pravo mjesto i po prihvatljivoj cijeni. Asortiman planiramo, formiramo i razvijamo u skladu sa potrebama i željama potrošača prateći aktualne trendove i promjene na tržištu. |
| Sažetak (engleski) | The topic of the graduate thesis is the perception of consumers in the retail of food products. Consumer satisfaction and loyalty are crucial to the success of a business. The fact is that without consumers, there is no sale. Therefore, it is important to analyze the needs and desires of consumers in order to be aware of consumer reactions. It is not only sufficient to attract consumers, but it is of the utmost importance to retain it. Using Customer Relationship Management, that is, managing consumer behavior, increases sales, increases loyalty of existing customers, and meets new potential customers as their needs and desires are taken into account, and communication is no longer only one way but two-way. Business loyalty programs try to animate consumers to come back, and they will be rewarded for it. The emergence of new trends such as consumer ecological awareness, private label preferences and online shopping has a significant impact on changes in lifestyle and consumer habits. So we have different categories of customers with different preferences. Some prefer a healthy life and are more inclined to buy high-quality organic food and do not care about the price, while others prefer a more affordable price and prefer private brands. Common to both categories are online shopping opportunities, so we also investigated consumers' preferences for online shopping. The tendency to buy online is increasing, given the fast pace of today and less free time. The collection of data through questionnaires will examine consumer preferences within these trends. Of course, with all of the above, it is necessary to carry out segmentation of consumers, to get acquainted with different channels of distribution and to develop the range in accordance with the needs of consumers. Segmentation is necessary to find out which market we want to serve. Distribution channels play the role of intermediary and are an indispensable link in the retail chain because they represent the transfer of goods from production to consumers, at the right time, at the right place and at an affordable price. The assortment is planned, formed and developed in accordance with the needs and desires of consumers, following current trends and changes in the market. |
