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master's thesis
Percepcija kupaca o diskontnim prodavaonicama na hrvatskom maloprodajnom tržištu
Zagreb: University of Zagreb, Faculty of Economics and Business, 2023. urn:nbn:hr:148:174361
Mršić, Ivana
University of Zagreb
Faculty of Economics and Business

Institutional repository: REPEFZG

Cite this document

Mršić, I. (2023). Percepcija kupaca o diskontnim prodavaonicama na hrvatskom maloprodajnom tržištu (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:174361

Mršić, Ivana. "Percepcija kupaca o diskontnim prodavaonicama na hrvatskom maloprodajnom tržištu." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:148:174361

Mršić, Ivana. "Percepcija kupaca o diskontnim prodavaonicama na hrvatskom maloprodajnom tržištu." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:148:174361

Mršić, I. (2023). 'Percepcija kupaca o diskontnim prodavaonicama na hrvatskom maloprodajnom tržištu', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 27 November 2024, https://urn.nsk.hr/urn:nbn:hr:148:174361

Mršić I. Percepcija kupaca o diskontnim prodavaonicama na hrvatskom maloprodajnom tržištu [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2023 [cited 2024 November 27] Available at: https://urn.nsk.hr/urn:nbn:hr:148:174361

I. Mršić, "Percepcija kupaca o diskontnim prodavaonicama na hrvatskom maloprodajnom tržištu", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:148:174361

Metadata
TitlePercepcija kupaca o diskontnim prodavaonicama na hrvatskom maloprodajnom tržištu
Title (english)Customer perception of discount stores on Croatian retail market
AuthorIvana Mršić
MentorKristina Petljak (mentor)
Committee memberDora Naletina (član povjerenstva)
Committee memberIvana Štulec (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
Zagreb
Defense date and country2023-07-10, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
U Republici Hrvatskoj na maloprodajnom tržištu su trenutno prisutna dva diskontera, Eurospin i Lidl. Diskontna prodavaonica je oblik prodavaonice u kojoj se prodaju proizvodi po nižim cijenama u odnosu na druge prodavaonice te nude minimalnu razinu usluge. Diskonteri nude kupcima ograničen asortiman proizvoda po povoljnijim cijenama, u kojem najznačajniji dio čine upravo njegove robne marke, i na taj način osvajaju tržišni segment kupaca slabije kupovne moći. Međutim, diskontne prodavaonice su proširile svoj asortiman i nude i proizvode poznatih marki po sniženim cijenama. To privlači racionalne kupce koji mogu pronaći kvalitetne proizvode po povoljnim cijenama. Istraživanje u ovom radu usmjereno je u pravcu dobivanja odgovora na pitanje je li Lidl cjenovno povoljan u percepciji kupaca u odnosu na konkurenciju, te koji su glavni kriteriji kupaca koji utječu na odluku o kupnji.
Abstract (english)
In the Republic of Croatia, there are currently two discounters on the retail market, Eurospin and Lidl. A discount store is a form of store that sells products at lower prices than other stores and offers a minimum level of service. Discounters offer customers a limited assortment of products at more favorable prices, in which the most significant part is precisely their brands, and in this way conquer the market segment of customers with weaker purchasing power. However, discount stores have expandes their range and offer well-known brand products at discounted prices. This attracts rational customer who can find quality products at reasonable prices. The research is focused on whether Lidl, in the perception of customers, has a favorable price compared to the competition, and what are the main customer criteria that influence the purchase decision.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:174361
Study programmeTitle: Management and marketing in retail
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni/a specijalist/specijalistica menadžmenta i marketinga maloprodaje (stručni/a specijalist/specijalistica menadžmenta i marketinga maloprodaje)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2023-07-11 19:49:27