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master's thesis
LOJALNOST POTROŠAČA NA TRŽIŠTU DROGERIJSKIH PROIZVODA
Diplomski rad
Split: University of Split, Faculty of economics Split, 2017. urn:nbn:hr:124:815697
Pletikosić, Ivona
University of Split
Faculty of economics Split

Institutional repository: REFST

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Pletikosić, I. (2017). LOJALNOST POTROŠAČA NA TRŽIŠTU DROGERIJSKIH PROIZVODA : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:815697

Pletikosić, Ivona. "LOJALNOST POTROŠAČA NA TRŽIŠTU DROGERIJSKIH PROIZVODA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2017. https://urn.nsk.hr/urn:nbn:hr:124:815697

Pletikosić, Ivona. "LOJALNOST POTROŠAČA NA TRŽIŠTU DROGERIJSKIH PROIZVODA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2017. https://urn.nsk.hr/urn:nbn:hr:124:815697

Pletikosić, I. (2017). 'LOJALNOST POTROŠAČA NA TRŽIŠTU DROGERIJSKIH PROIZVODA : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 30 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:815697

Pletikosić I. LOJALNOST POTROŠAČA NA TRŽIŠTU DROGERIJSKIH PROIZVODA : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2017 [cited 2024 December 30] Available at: https://urn.nsk.hr/urn:nbn:hr:124:815697

I. Pletikosić, "LOJALNOST POTROŠAČA NA TRŽIŠTU DROGERIJSKIH PROIZVODA : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:124:815697

Metadata
TitleLOJALNOST POTROŠAČA NA TRŽIŠTU DROGERIJSKIH PROIZVODA : Diplomski rad
AuthorIvona Pletikosić
MentorMirela Mihić (mentor)
MBZ: 220980
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2017-12, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Predmet ovog rada ogleda se u istraživanju lojalnosti na ponašanje potrošača na drogerijskom tržištu. Istraživanje se temelji na prikupljanju primarnih te sekundarnih podataka. Prvi dio upitnika odnosi se na ispitivanje lojalnosti potrošača u Bipa, dm te Muller prodavaonicama ispitujući pri tom dostupnost prodavaonice, ponašanje prodajnog osoblja te asortiman privatnih marki kao kriterij lojalnosti prodavaonici. Istraživanje je provedeno na uzorku od 80 ispitanika na području Splitsko – dalmatinske županije. Metode obrade podataka uključivale su izračun deksriptivne statističke analize, t-test te Spearmanov koeficijent korelacije ranga. Rezultati, dobiveni ankentnom tehnikom, potvrdili su najvećim dijelom istraživačke hipoteze. Podaci dobiveni ovim istraživanjem doprinose proširenju postojećih spoznaja o ponašanju potrošača na drogerijskom tržištu.
Abstract (english)
The subject of this paper is to research customer loyalty in the drugstore market. The research is based on the collection of primary and secondary data. The first part of the questionnaire concerns consumer loyalty testing at BIPA, dm and Muller stores, examining the store availability, sales staff behaviour and a range of private label as a criterion for the store loyalty. The survey was conducted on a sample of 80 respondents in the area of Split - dalmatia county. Methods of processing data include the calculation of the descriptive statistical analysis, the t-test, and Spearman's rank correlation coefficient. The results, obtained by a survey, confirmed most of the research hypothesis. The data obtained through this research contribute to the expansion of existing understanding of consumer behaviour in the drug market.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:815697
Study programmeTitle: Business Studies
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2018-03-15 13:56:56