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master's thesis
VIZUALNI MERCHANDISING: PERSPEKTIVE INDIVIDUALNIH I POSLOVNIH KUPACA
Završni rad
Split: University of Split, Faculty of economics Split, 2019. urn:nbn:hr:124:098232
Goljc, Andrea
University of Split
Faculty of economics Split

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Goljc, A. (2019). VIZUALNI MERCHANDISING: PERSPEKTIVE INDIVIDUALNIH I POSLOVNIH KUPACA : Završni rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:098232

Goljc, Andrea. "VIZUALNI MERCHANDISING: PERSPEKTIVE INDIVIDUALNIH I POSLOVNIH KUPACA : Završni rad." Master's thesis, University of Split, Faculty of economics Split, 2019. https://urn.nsk.hr/urn:nbn:hr:124:098232

Goljc, Andrea. "VIZUALNI MERCHANDISING: PERSPEKTIVE INDIVIDUALNIH I POSLOVNIH KUPACA : Završni rad." Master's thesis, University of Split, Faculty of economics Split, 2019. https://urn.nsk.hr/urn:nbn:hr:124:098232

Goljc, A. (2019). 'VIZUALNI MERCHANDISING: PERSPEKTIVE INDIVIDUALNIH I POSLOVNIH KUPACA : Završni rad', Master's thesis, University of Split, Faculty of economics Split, accessed 30 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:098232

Goljc A. VIZUALNI MERCHANDISING: PERSPEKTIVE INDIVIDUALNIH I POSLOVNIH KUPACA : Završni rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2019 [cited 2024 December 30] Available at: https://urn.nsk.hr/urn:nbn:hr:124:098232

A. Goljc, "VIZUALNI MERCHANDISING: PERSPEKTIVE INDIVIDUALNIH I POSLOVNIH KUPACA : Završni rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:124:098232

Metadata
TitleVIZUALNI MERCHANDISING: PERSPEKTIVE INDIVIDUALNIH I POSLOVNIH KUPACA : Završni rad
AuthorAndrea Goljc
MentorIvana Kursan Milaković (mentor)
MBZ: 350835
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2019-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Svrha ovog rada je istražiti učinkovitost vizualnog merchandisinga iz perspektive individualnih i poslovnih kupaca. Problem istraživanja obuhvaća elemente vizualnog merchandisinga i impulzivnu kupnju koja je usko vezana za vizualni merchandising jer je njegova učinkovitost moguća upravo zbog sklonosti potrošača impulzivnoj kupnju. Cilj istraživanja je bio ispitati prethodno navedeno putem ankete i dubinskog intervjua. Rezultati su pokazali da je vanjski izlog najčešći razlog ulaska kupca u prodavaonicu, zatim da su kupci često skloni impulzivnoj kupnji, te da vidljivo označavanje kategorija proizvoda i popusta povećava vjerojatnost kupnje. Rezultati istraživanja su također pokazali da se elementi vizualnog merchandisinga mijenjaju kada počne padati prodaja u prodavaonici. Zaključna razmatranja, ograničenja rada i smjernice budućih istraživanja su dane na kraju rada.
Abstract (english)
The purpose of this paper was to explore the effectiveness of visual merchandising from the perspective of individual and business customers. The research problem included the elements of visual merchandising and impulsive buying, which is closely linked to visual merchandising sinceVM effectiveness is possible due to the consumer's tendencytowards impulsive buying. The research goal was to explore the previously mentioned using the questionnaire and in-depth interview. The results showed that outdoor display is the most common reason for a customer to enter the store. Furthermore,its seems that customers often buy impulsively, whilethe visible labeling of product categories and discounts increase the likelihood of buying. Moreover, the research results showed that elements of visual merchandising need to be changed when sales begin to decline. Conclusions, limitations and future research suggestions are provided at the end of the paper.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:098232
Study programmeTitle: Management; specializations in: Project management, Financial and Tax management, Accounting and Revision
Course: Project management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni/a specijalist/ specijalistica ekonomije (stručni/a specijalist/ specijalistica ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2019-11-21 08:58:35