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master's thesis
Specifičnosti elektroničke maloprodaje na tržištu proizvoda široke potrošnje
Zagreb: University of Zagreb, Faculty of Economics and Business, 2020. urn:nbn:hr:148:036770
Bedić, Patrick
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

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Bedić, P. (2020). Specifičnosti elektroničke maloprodaje na tržištu proizvoda široke potrošnje (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:036770

Bedić, Patrick. "Specifičnosti elektroničke maloprodaje na tržištu proizvoda široke potrošnje." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2020. https://urn.nsk.hr/urn:nbn:hr:148:036770

Bedić, Patrick. "Specifičnosti elektroničke maloprodaje na tržištu proizvoda široke potrošnje." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2020. https://urn.nsk.hr/urn:nbn:hr:148:036770

Bedić, P. (2020). 'Specifičnosti elektroničke maloprodaje na tržištu proizvoda široke potrošnje', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 28 August 2024, https://urn.nsk.hr/urn:nbn:hr:148:036770

Bedić P. Specifičnosti elektroničke maloprodaje na tržištu proizvoda široke potrošnje [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2020 [cited 2024 August 28] Available at: https://urn.nsk.hr/urn:nbn:hr:148:036770

P. Bedić, "Specifičnosti elektroničke maloprodaje na tržištu proizvoda široke potrošnje", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:148:036770

Metadata
TitleSpecifičnosti elektroničke maloprodaje na tržištu proizvoda široke potrošnje
Title (english)Specifics of electronic retailing on the consumer goods market
AuthorPatrick Bedić
MentorMirko Palić (mentor)
MBZ: 258071
Committee memberMarija Tomašević-Lišanin (predsjednik povjerenstva)
Committee memberMiroslav Mandić (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2020-09-10, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Elektronička maloprodaja preoblikuje i daje novi zamah maloprodajnom tržištu proizvoda široke potrošnje na globalnoj razini. Maloprodajni trgovački lanci na tržištu proizvoda široke potrošnje više ne bi trebali razmatrati kojem kanalu se opredijeliti, da li isključivo fizičkim prodavaonicama ili staviti fokus na elektroničku maloprodaju. Naravno da se tradicionalno ustaljene navike potrošača neće promijeniti preko noći, ali valja imati na umu kako upravo taj potrošač očekuje dodanu vrijednost i jednostavnost prilikom svoje kupovine te vapi za uštedom vremena. Stoga maloprodajni lanci trebaju razmišljati u smjeru kako bi pobijedili u dugom roku, a to znači da će objediniti oba kanala i prihvatiti holističku strategiju rasta svojeg poslovanja. Diplomski rad predstavlja pojmove vezane uz elektroničku maloprodaju, daje prikaz maloprodajnog tržišta proizvoda široke potrošnje u svijetu i u Republici Hrvatskoj te sintetizira teoriju i analizira elektroničku maloprodaju na tržištu proizvoda široke potrošnje. Također, prikazuje marketinšku strategiju te ulogu integrirane marketinške komunikacije i upravljanja odnosima s potrošačima kod maloprodajnih poduzeća. Svrha ovog rada je putem primarnog istraživanja spoznati koje specifičnosti elektroničke maloprodaje na tržištu proizvoda široke potrošnje potiču potrošača na kupnju putem interneta. Odabrano je osam specifičnosti na temelju analiziranja stručne literature i relevantnih istraživanja putem kojih se želi doći do odgovora na istraživačko pitanje. Na temelju istraživanja koje je provedeno putem on-line upitnika na uzorku od 305 ispitanika, zaključeno je da su specifičnosti koje potiču potrošača na kupnju putem interneta kod elektroničkih trgovina maloprodajnih lanaca na tržištu proizvoda široke potrošnje: mogućnost odabira dostave i jednostavnost on-line kupnje.
Abstract (english)
Electronic commerce is reshaping and giving a new swing to the retail market for consumer goods globally. Retail chains on the consumer goods market should no longer consider which channel to opt for, whether solely physical stores or focusing on electronic retailing. Of course, the traditionally established habits of consumers will not change overnight, but it should be kept in mind that this consumer expects added value and simplicity when shopping and cries out for time savings. Therefore, retail chains need to think in the direction of winning in the long run, and that means that they will unite both channels and accept a holistic strategy of growth of their business. This master thesis presents concepts related to electronic retail, provides an overview of the retail market of consumer goods in the world and in the Republic of Croatia and synthesizes the theory and analyses electronic retail on the consumer goods market. It also shows the marketing strategy and the role of integrated marketing communications and customer relationship management in retail businesses. The purpose of this paper is through primary research to find out which specifics of electronic retail on the consumer goods market encourage consumers to buy online. Eight specifics were selected based on the analysis of professional literature and relevant research through which the answer to the research question is sought. Based on a survey conducted through an online questionnaire on a sample of 305 respondents, it was concluded that the specifics that encourage consumers to buy online in electronic shops of retail chains on the consumer goods market are: possibility to select way of delivery and ease of online purchase.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:036770
Study programmeTitle: Business Economics; specializations in: Finance, Accounting, Marketing, Organization and management, Trade, Tourism, Analysis and Business planning, Business informatics
Course: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: diplomirani/a ekonomist/ekonomistica (diplomirani/a ekonomist/ekonomistica)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence Attribution-NonCommercial-ShareAlike 3.0 Unported (CC BY-NC-SA 3.0) icon
Created on2020-09-12 11:48:46