Utjecaj demografskih trendova na promjene u ponudi prodavaonica u susjedstvu

master's thesis

• Title (english): The impact of demographic trends on changes in neighborhood stores offerings
• Author: Stefan Rajić
• Mentor: Kristina Petljak (mentor)
• Committee member: Nikola Knego (predsjednik povjerenstva)
• Committee member: Ivana Štulec (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Djelatnost maloprodaje se suočava s sve većom konkurencijom i koncentracijom na tržištu, što znači da prodavaonice u susjedstvu sve više gube svoj tržišni udio te mali nezavisni maloprodavači nestaju s tržišta. Kako bi opstale na tržištu prodavaonice u susjedstvu moraju pratiti i prilagođavati se trendovima, a jedan od najznačajnijih je i trend starenja stanovništva. Starije stanovništvo ima specifične potrebe i želje koje treba zadovoljiti, sami proces kupnje doživljavaju drugačije nego prije zbog viška slobodnog vremena, pa im je od velikog značaja obučeno prodajno osoblje koje im je spremno pomoći i porazgovarati s njima. Prodavaonice u susjedstvu prilagodbom svog asortimana i izgradnjom dobrih odnosa sa starijim stanovništvom stječu konkurentsku prednost pred trgovačkim lancima te opstaju na tržištu. U provedenom primarnom istraživanju analizirani su stavovi, mišljenja i navike starijih kupaca prodavaonica u susjedstvu, glavni čimbenici koji su utjecali na njihov odabir prodavaonica u susjedstvu te kako su ispitanici zadovoljni prilagodbom prodavaonica u susjedstvu njihovim potrebama. Istraživanjem se došlo do zaključka kako sve više starijeg stanovništva obavlja kupovinu u prodavaonicama u susjedstvu te da su upravo oni segment potrošača na kojima prodavaonice u susjedstvu trebaju graditi svoju budućnost na maloprodajnom tržištu.

Abstract (english)

Today, retail is facing increasing competition and concentration in the market, which means that stores in the neighborhood increasingly lose their market share and small independent retailers disappear from the market. If they want to survive in the market, stores in the neighborhood, have to follow and adapt to trends and one of the most important for them is the aging of the population. The older population has specific needs and desires to be fulfilled, the process of buying they experience differently than before becouse they have more free time, so very important for them is trained personell which is ready to help and talk to them. Neighborhood stores adapting its product range and build good relations with the elderly gain a competitive advantage over big retailers and survive in the market. In performing primary research analyzed the opinions, attitudes and habits of older customers in the neighborhood shop, which are the main factors influencing their choice of retail stores and how they are satisfied by adjusting neighborhood stores to their needs. The study also indicated that more and more older people make purchase in stores in the neighborhood and that they are the consumer segment on which stores in the neighborhood should build their future on the retail market.

• Keywords: prodavaonica u susjedstvu; starenje stanovništva; maloprodajni splet; demografski trendovi
• Keywords (english): neighborhood stores; aging population; marketing mix; demographic trends
• Language: croatian
• URN:NBN: urn:nbn:hr:148:941760
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Repository: REPEFZG
• Created on: 2016-10-19 13:16:21