master's thesis
„PREFERENCIJA POTROŠAČA U ODABIRU TRGOVAČKIH LANACA NA PODRUČJU GRADA SPLITA“

Ivana Bolčić (2016)
University of Split
Faculty of economics Split
Metadata
Title„PREFERENCIJA POTROŠAČA U ODABIRU TRGOVAČKIH LANACA NA PODRUČJU GRADA SPLITA“ : Diplomski rad
AuthorIvana Bolčić
Mentor(s)Mirela Mihić (thesis advisor)
Abstract
Većina istraživanja o preferenciji trgovačkih lanaca provođena je na području cijele zemlje, kroz ovaj rad se htjelo saznati stanje na području grada Splita. Istraživanjem se željelo doći do zaključka koji su najvažniji čimbenici zbog kojih potrošači odabiru trgovački lanac. Cilj istraživanja bio je dokazati ili opovrgnuti tri hipoteze. Prva hipoteza da je cijena faktor koji u najvećoj mjeri utječe na odabir trgovačkog lanca, nije prihvaćena. Drugom hipotezom htjelo se dokazati da ne postoji značajna razlika između preferencije potrošača u odabiru trgovačkog lanca prema podrijetlu trgovačkog lanca, testiranjem navedene hipoteze, dokazali smo je i prihvatili. Treća hipoteza da blizina trgovačkog lanca najviše utječe na stvaranje lojalnosti kod potrošača, također je prihvaćena. Potrošačima je veoma važan širok asortiman proizvoda kako bi mogli kupiti sve proizvode koji su im potrebni na istom mjestu. Trgovački lanac u kojem najviše potrošača kupuje, koji im je najdraži i kojeg većina smatra najboljim na području grada Splita je trgovački lanac Tommy.
Keywordsconsumer retail shop Split
GranterUniversity of Split
Faculty of economics Split
PlaceSplit
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeBusiness Studies
Academic title abbreviationmag. oec.
Genremaster's thesis
Language Croatian
Defense date2016-09
Parallel abstract (English)
Most research about preference of retail chains was researched in country, through this work, goal is to find out the situation in the area of Split. Goal of this research was to detect which factors are the most important for consumers in choosing retailer. The aim of this study was to prove or disprove the three hypotheses. The first hypotheses is that the factor of price most important in selection of the retail chain, hypotheses is not accepted. The goal of second hypothesis is to prove that there is no significant difference between the preferences of consumers in choosing the retail chain to origin retail chain, testing this hypothesis, we have proven and accepted hypotheses. The third hypothesis is that the location of the retail chain has the most impact on creating customer loyalty, it is also accepted. For consumers is very important factor wide range of products in order to buy all the products they need at the same place. Retail chain in which most consumer purchases, which is a favorite and consumers considered the best in the city of Split, is the retailer Tommy.
Parallel keywords (Croatian)potrošač trgovački lanac Split
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:124:592747
CommitterIvana Gizdić