undergraduate thesis
ZNAČAJ SITUACIJSKIH ČIMBENIKA ZA KUPOVINU U SUPERMARKETIMA

Kristina Bašić (2016)
University of Split
Faculty of economics Split
Metadata
TitleZNAČAJ SITUACIJSKIH ČIMBENIKA ZA KUPOVINU U SUPERMARKETIMA : završni rad
AuthorKristina Bašić
Mentor(s)Ivana Kursan Milaković (thesis advisor)
Abstract
Temeljni problem istraživanja je utvrđivanje utjecaja situacijskih čimbenika na kupovinu u supermarketima. Naglasak je na istraživanju utjecaja fizičkog okružja, društvenog okružja, vremena kao situacijske varijable, te psiholoških stanja na kupovinu u supermarketima. Ciljevi rada su utvrditi koji situacijski čimbenici, i na koji način, determiniraju kupovinu u supermarketima, te temeljem dobivenih rezultata dati odgovarajuće prijedloge marketinškim stručnjacima. Fizičko okružje se pokazalo najutjecajnijim situacijskim čimbenikom. Kao najvažniji element fizičkog okružja izdvojen je izgled i uređenje interijera. Potrošačima je bitno da se snalaze u prodavaonici, važne su im oznake o vrstama proizvoda te izgled i uređenje interijera koji utječe na njihovu potrošnju, iako toga nekada nisu svjesni. Lokacija prodavaonice je bitan čimbenik kojeg potrošači iskorištavaju najviše u svrhu uštede vremena koje imaju na raspolaganju. Društveno okružje također utječe na ponašanje potrošača u supermarketima, pa će oni u društvu djece gotovo pri svakoj kupovini potrošiti više novca nego što su naumili. Psihološka stanja imaju različite utjecaje na različite osobnosti potrošača. Neki će se „tješiti“ kupovinom, drugi će odbiti odlazak u kupovinu, a neki će se utješiti impulzivnom kupovinom. Na kraju rada daje se uvid u zaključna razmatranja, ograničenja rada i smjernice za buduća istraživanja.
Keywordssituational factors supermarkets physical environment
GranterUniversity of Split
Faculty of economics Split
PlaceSplit
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeprofessional
Study levelundergraduate
Study programmeSmall Enterprise Management
Academic title abbreviationbacc. oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-09
Parallel abstract (English)
The main research problem was to determine the impact of situational factors on shopping in the supermarkets. The emphasis was on exploring the influence of the physical environment, social environment, time as situational variables, and psychological conditions. The main goals of this study were to determine which situational factors, and how determine buying in the supermarkets, and on such basis to offer some suggestions for marketers. The physical environment has proven to be the most influential of all situational factors. The results show that the appearance and interior decoration represent the most important elements of the physical environment. Although sometimes unaware, along with the appearance and interior design, the store and its organization are very important for the consumers, as well as tags on the products, which greatly influence their consumption. Location of the store is important factor that consumers benefit from in order to save their available time. Social environment also affects consumer behaviour. The consumers with children tend to spend more money than planned. Psychological states have different impacts on different consumer personalities. Some consumers shop to comfort themselves, others refuse to go shopping, others engage in impulsive buying behavior. Finally, the conclusions, research limitations and future research suggestions can be found at the end of the paper.
Parallel keywords (Croatian)situacijski čimbenici supermarketi fizičko okružje
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:124:688036
CommitterIvana Gizdić