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master's thesis
NUDGING U MALOPRODAJI
Split: University of Split, 2020. urn:nbn:hr:228:866528
Gašperov, Lorena
University of Split
University Department of Professional Studies

Institutional repository: Repository of University Department of Professional Studies

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Gašperov, L. (2020). NUDGING U MALOPRODAJI (Master's thesis). Split: University of Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:228:866528

Gašperov, Lorena. "NUDGING U MALOPRODAJI." Master's thesis, University of Split, 2020. https://urn.nsk.hr/urn:nbn:hr:228:866528

Gašperov, Lorena. "NUDGING U MALOPRODAJI." Master's thesis, University of Split, 2020. https://urn.nsk.hr/urn:nbn:hr:228:866528

Gašperov, L. (2020). 'NUDGING U MALOPRODAJI', Master's thesis, University of Split, accessed 01 December 2024, https://urn.nsk.hr/urn:nbn:hr:228:866528

Gašperov L. NUDGING U MALOPRODAJI [Master's thesis]. Split: University of Split; 2020 [cited 2024 December 01] Available at: https://urn.nsk.hr/urn:nbn:hr:228:866528

L. Gašperov, "NUDGING U MALOPRODAJI", Master's thesis, University of Split, Split, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:228:866528

Metadata
TitleNUDGING U MALOPRODAJI
Title (english)NUDGING IN RETAIL
AuthorLorena Gašperov
MentorIvana Plazibat (mentor)
Committee memberMario Dadić (član povjerenstva)
Committee memberAntonija Roje (član povjerenstva)
GranterUniversity of Split
(University Department of Professional Studies)
Split
Defense date and country2020-11-11, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Pred današnjim maloprodavačima pojavio se veliki izazov zvan nudging ili poticanje, gurkanje. Promjene u navikama potrošača i promjene navika u kupnji, dovele su do situacije da maloprodavači traže nove načine zadržavanja potencijalnih potrošača unutar prodavaonice u što dužem vremenu. Duži vremenski period unutar prodavaonice doprinosi impulzivnijim radnjama, a samim time i većoj potrošnji. Razumijevanje i učenje psihologije, bihevioralnog i kognitivnog ponašanja te ljudskih mentalnih procesa u novom dobu ključan je faktor koji daje odgovor na pitanje zašto su određene prodavaonice i brendovi bolji i privlačniji od ostalih. Maloprodavač se može istaknuti pred konkurencijom upravo korištenjem nudginga koji povezuje ljudska osjetila i psihologiju sa atmosferskim čimbenicima uređenja prodavaonice. Rezultati provedene ankete prikazuju reakciju hrvatskih potrošača na nudging elemente koje maloprodavači u suvremenoj maloprodaji učestalo primjenjuju.
Abstract (english)
Today's retailers are facing a big challenge called nudging. Changes in consumer habits and changes in shopping habits have led to a situation where retailers are looking for new ways to keep potential customers inside the store for as long as possible. A longer period of time inside the store contributes to more impulsive actions, and thus higher consumption. Understanding and learning psychology, behavioral and cognitive behavior, and human mental processes in the new age is a key factor that answers the question of why certain stores and brands are better and more attractive than others. The retailer can stand out from the competition by using nudging that connects the human senses and psychology with the atmospheric factors of the store. The results of the survey show the reaction of croatian customers to the nudging elements that retailers frequently apply in modern retail.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:228:866528
Study programmeTitle: Business Trade – specialist graduate - professional
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 on2020-11-24 13:55:02