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master's thesis
Specifičnosti maloprodajnog spleta ljekarni u gradu Zagrebu
Zagreb: University of Zagreb, Faculty of Economics and Business, 2015. urn:nbn:hr:148:267016
Horvat, Tomislav
University of Zagreb
Faculty of Economics and Business

Institutional repository: REPEFZG

Cite this document

Horvat, T. (2015). Specifičnosti maloprodajnog spleta ljekarni u gradu Zagrebu (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:267016

Horvat, Tomislav. "Specifičnosti maloprodajnog spleta ljekarni u gradu Zagrebu." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2015. https://urn.nsk.hr/urn:nbn:hr:148:267016

Horvat, Tomislav. "Specifičnosti maloprodajnog spleta ljekarni u gradu Zagrebu." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2015. https://urn.nsk.hr/urn:nbn:hr:148:267016

Horvat, T. (2015). 'Specifičnosti maloprodajnog spleta ljekarni u gradu Zagrebu', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 25 December 2024, https://urn.nsk.hr/urn:nbn:hr:148:267016

Horvat T. Specifičnosti maloprodajnog spleta ljekarni u gradu Zagrebu [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2015 [cited 2024 December 25] Available at: https://urn.nsk.hr/urn:nbn:hr:148:267016

T. Horvat, "Specifičnosti maloprodajnog spleta ljekarni u gradu Zagrebu", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2015. Available at: https://urn.nsk.hr/urn:nbn:hr:148:267016

Metadata
TitleSpecifičnosti maloprodajnog spleta ljekarni u gradu Zagrebu
Title (english)SPECIFICITIES OF PHARMACIES RETAIL MIX IN THE CITY OF ZAGREB
AuthorTomislav Horvat
MentorKristina Petljak (mentor)
Committee memberSanda Renko (predsjednik povjerenstva)
Committee memberIvana Štulec (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
Zagreb
Defense date and country2015-09-14, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Ovim radom se analiziraju specifičnosti elemenata maloprodajnog spleta ljekarni u Gradu Zagrebu. Maloprodajni je splet sinonim za marketinški splet u maloprodaji i elementi koji ga čine razlikuju se kod različitih maloprodavača. Eksplorativno istraživanje je provedeno na uzorku četiriju ljekarni u Gradu Zagrebu, pomoću podsjetnika za intervju. Na temelju rezultata eksplorativnog istraživanja, maloprodajni splet ljekarni sastoji se od asortimana proizvoda i usluga (asortiman usluga obuhvaća dizajn i atmosferu u prodavaonici te ljudske resurse), cijene, promotivnih aktivnosti te lokacije (distribucija se definira u sklopu lokacije). Rezultati istraživanja, također ukazuju, da su dva najvažnija elementa maloprodajnog spleta ispitanih ljekarni, upravo lokacija i kvaliteta usluge (stručnost i ljubaznost zaposlenika u ljekarni, atmosfera i dizajn u ljekarni te dostupnost i ponuda proizvoda). Mogućnost unapređenja poslovanja ljekarni postoji u pridavanju veće pozornosti promotivnim aktivnostima, pogotovo onim primarnim komunikacijskim aktivnostima, gdje neke nisu dovoljno iskorištene, poput osobne prodaje i unapređenja prodaje.
Abstract (english)
This paper analyses elements specificities of pharmacies retail mix in the City of Zagreb. Retail mix is synonymous for marketing mix in retail and elements consisting that retail mix are different for different retailers. Exploratory research is conducted on sample of four pharmacies in the city of Zagreb, by reminder for interview. Based on the results of exploratory research, pharmacies retail mix is consisted of assortment of products and services (assortment of services includes design and atmosphere of the store and human resources), price, promotional activities and location (distribution is analyzed within element of location). Exploratory research results, also indicates, that two the most important elements of pharmacies retail mix are location and quality of service (professionalism and courtesy of employees, design and atmosphere in the store and availability and supply of products). Possibility of improving business operation of pharmacies exists in increased attention to promotional activities, especially those primary comunication activities, where some of activities are not sufficiently utilized, such as personal selling and sales promotion.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:267016
Study programmeTitle: Business Economics
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2016-09-28 12:03:22