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master's thesis
Unaprjeđenje prodaje kod maloprodavača modnog asortimana
Zagreb: University of Zagreb, Faculty of Economics and Business, 2021. urn:nbn:hr:148:087281
Nemčić, Stjepan
University of Zagreb
Faculty of Economics and Business
Department of Trade and International Business

Institutional repository: REPEFZG

Cite this document

Nemčić, S. (2021). Unaprjeđenje prodaje kod maloprodavača modnog asortimana (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:087281

Nemčić, Stjepan. "Unaprjeđenje prodaje kod maloprodavača modnog asortimana." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2021. https://urn.nsk.hr/urn:nbn:hr:148:087281

Nemčić, Stjepan. "Unaprjeđenje prodaje kod maloprodavača modnog asortimana." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2021. https://urn.nsk.hr/urn:nbn:hr:148:087281

Nemčić, S. (2021). 'Unaprjeđenje prodaje kod maloprodavača modnog asortimana', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 12 January 2025, https://urn.nsk.hr/urn:nbn:hr:148:087281

Nemčić S. Unaprjeđenje prodaje kod maloprodavača modnog asortimana [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2021 [cited 2025 January 12] Available at: https://urn.nsk.hr/urn:nbn:hr:148:087281

S. Nemčić, "Unaprjeđenje prodaje kod maloprodavača modnog asortimana", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:148:087281

Metadata
TitleUnaprjeđenje prodaje kod maloprodavača modnog asortimana
Title (english)Sales promotion of fashion assortment in retail
AuthorStjepan Nemčić
MentorSanda Renko (mentor)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Trade and International Business)
Zagreb
Defense date and country2021-06-01, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Trade and Tourism
Abstract
Modna industrija pokretač je kreativnosti i razvoja tržišnih trendova, a karakterizira ju sezonalnost, tehnološka inovativnost i brza promjena trendova. Zadatak maloprodaje je odgovarajućim aktivnostima za unapređenje prodaje predstaviti kupcima proizvode modne industrije na što privlačniji način. Glavni cilj diplomskog rada usmjeren je na istraživanje utjecaja unapređenja prodaje na kupovinu modnog asortimana kroz povezivanje instrumenata prodaje i donošenje odluka o kupnji. Maloprodavači u prodavaonicama modnog asortimana koriste različite kombinacije promotivnog miksa i instrumente unapređenja prodaje kako bi unatoč jedinstvenim modnim stilovima potaknuli potrošače na kupnju. Bolje razumijevanje promatrane tematike zahtjeva osvrt na hrvatsko i svjetsko maloprodajno tržište modnog asortimana i njihovu usporedbu. Različite aktivnosti poboljšanja prodaje ne djeluju jednako na ponašanje svakog kupca, što će ujedno biti predmet razmatranja u istraživačkom dijelu rada. Metodom anketiranja na uzorku hrvatskih potrošača analiziraju se stavovi ispitanika o važnosti pojedinih instrumenta unapređenja prodaje u prodavaonicama modnog asortimana i stvaranju potrebe za kupnjom istog.
Abstract (english)
The fashion industry is initiator of creativity and the development of market trends, and is characterized by seasonality, technological innovation and rapid change of trend. The task of retail is to select the appropriate activities of sales promotion to present customers fashion industry products in the most attractive way. The main goal of the master thesis is focused on the impact of sales promotion on the purchase of fashion assortment through the connection of sales instruments and the impact on purchasing decisions. Retailers in the fashion assortment stores use different combinations of promotional mix and sales promotion instruments to encourage consumers to buy despite their unique fashion styles. A better understanding of the observed topic requires a review of the Croatian and world retail market of the fashion assortment and its various comparisons. Different activities that improve sales do not affect the behavior of each customer equally, which will be the subject of research in the research part of the paper. Using the method of surveys on samples of Croatian consumers it will be analyzed the importance of certain instruments of sales promotion in the sale of fashion assortments and the creation of needs for its purchase.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:087281
Study programmeTitle: Economics
Study programme type: university
Study level: integrated undergraduate and graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to authenticated users
Terms of useLicence In copyright icon
Created on2021-06-07 12:05:51