Title ULOGA MYSTERY SHOPPINGA U KONCEPCIJI POSLOVNOG MARKETINGA
Title (english) The role of mystery shopping in business marketing conception
Author Paula Ivok
Mentor Predrag Čudina (mentor)
Committee member Željka Zavišić (predsjednik povjerenstva)
Committee member Tomislav Ivančević (član povjerenstva)
Granter Zagreb School of Business Zagreb
Defense date and country 2019-07-18, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Economics Marketing
Abstract U ovome ću radu objasniti pojam Poslovnog marketinga te ću navesti njegove osnovne koncepcije, zatim ću opisati pojam onog glavnog u ovom radu, a to je Mystery shopping. S obzirom da ima mnogo potrošača koji su se našli u neugodnoj situaciji tijekom kupovine (te i ja spadam u jednog od tih potrošača), upravo zbog samog prodavača ili pružatelja usluge koji ga je svojim pristupom odbio od kupovine proizvoda, odlučila sam kroz primjere te osnovne koncepcije poslovnog marketinga predstaviti sebe u ulozi Mystery shoppinga. Objasnit ću koji je moj glavni zadatak, tko me šalje (gdje sam zaposlena kao tajni kupac) i u koje poduzeće, kako ću u ulozi običnog kupca uspjeti prikupiti informacije koje su mi potrebne, a da se pritom ne otkrijem, te što je sve bitno saznati kao tajni kupac određenog poduzeća (koje ću metode i načine koristi tijekom tajne kupovine). Opisat ću tvrtku koja zapošljava tajne kupce i što točno traži od njih. Mnogi kupci znaju biti „prezahtjevni“, što znači da imaju previše pitanja koja nakon nekog vremena uzrujaju prodavača i navedu ga da više ne bude toliko ljubazan prema kupcu. No, ja kao kupac sam uvijek u pravu i želim se osigurati da kupujem proizvod koji će zadovoljiti moju potrebu ili želju. U odabiru određenog proizvoda ne mora mi uvijek biti jasan sastav ili se dvoumim u odabiru između dva ista proizvoda drugog proizvođača jer ne znam koji je kvalitetniji, npr. je li bolje Suncokret ili Dijamant ulje, ili ne mogu pronaći određeni proizvod i sl.
U navedenim situacijama neizbježna mi je pomoć prodavača. Ponekad se kupci znaju „izgubiti“ u potrazi za prodavačem. Dok ga napokon nađu, u većini slučajeva nije zainteresiran, smatra potrošača napornim te mu nije jasno zašto mu postavlja pitanja na koja može sam odgovoriti. U tom je slučaju za mene kao tajnog kupca bitno da zabilježim takvo ponašanje, također je bitno pratiti provodi li poduzeće sve koncepcije marketinga i na koji način. Kakav je proces nabave i postoji li manjak proizvoda (ako postoji manjak, potrebno je saznati zašto se to desilo te hoće li se na vrijeme nabaviti količina proizvoda koja fali na izloženom mjestu). Također je bitno provjeriti znanje zaposlenih, koliko kvalitetno obavljaju svoj posao te zadovoljavaju li kriterije svog poslodavca. Proces provođenja tajnog kupovanja u poslovnom se marketingu koristi za unapređenje marketinga, te poslovanja poduzeća kako bi se ostvario veći profit koji je rezultat zadovoljstva potrošača tim poduzećem. Provodi se za uspoređivanje sa konkurencijom u cijeni, kvaliteti usluge i sl.
Abstract (english) In this paper I will explain the notion of business marketing and name its basic concepts. After that I will describe the idea of Mystery shopping, which is the topic of this paper. Considering many consumers (including myself) have found themselves in an uncomfortable situation while shopping, due to a seller’s or service provider’s wrong approach, and have been put off buying some product, I have decided to explain the concept of a mystery shopping by presenting myself in the role of a mystery shopper. I will explain what my task is, who is sending me (where I am employed as a mystery shopper) and where to, how I will manage to collect all the important information whie acting as an ordinary customer without exposing my true identity, and what is important to find out as a mystery shopper working for a company (the methods I will use during the shopping). I will also describe the company hiring mystery shoppers and its demands. Many customers can be “too demanding”, sometimes they ask too many questions which after a while start to annoy the seller and make them become less polite and patient towards the customer. However, as a customer, I am always right and I want to make sure that I am buying the product that will satisfy my wishes and needs. As a customer, I am not always sure which product I need, or I cannot decide between two very similar products by different brands, because I do not know which one is of a better quality (for example, is “Suncokret” or “Dijamant” oil better), or I cannot find a certain product and similar.
In all those situations I need a seller’s help. Sometimes customers can “get lost” looking for the seller. After finally finding him, in most cases the seller is not interested in helping, finds the customer annoying and does not understand why he is being asked questions the customer can answer by himself. In those cases it is important for me to document that kind of a behaviour and also see if the company is applying all the concepts of marketing and in what way: what is the process of purchase like and if there is lack of products (if so, it is important to find out why it happened and if the product will be restocked in time). It is also important to check the knowledge of the employees, how well they are doing their jobs and whether they meet their employer’s criteria. The process of mystery shopping is used in business marketing to improve marketing and companies’ management in order to increase profit, which is the result of customers’ satisfaction with the company. It is done to compare prices and quality of service between competition and similar.
Keywords
poslovni marketing
Mystery shopping
koncepcije poslovnog marketinga
Keywords (english)
busssiness marketing
mystery shopping
bussiness marketing concepts
Language croatian
URN:NBN urn:nbn:hr:180:285496
Study programme Title: Marketing management Study programme type: professional Study level: undergraduate Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resource Text
File origin Born digital
Access conditions Access restricted to students and staff of home institution
Terms of use
Created on 2019-08-20 07:53:37