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master's thesis
UTJECAJ LAYOUTA PRODAVAONICE NA PONAŠANJE KUPACA
Diplomski rad
2023. urn:nbn:hr:145:099474
Previšić, Tihana
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Previšić, T. (2023). UTJECAJ LAYOUTA PRODAVAONICE NA PONAŠANJE KUPACA : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:099474

Previšić, Tihana. "UTJECAJ LAYOUTA PRODAVAONICE NA PONAŠANJE KUPACA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:099474

Previšić, Tihana. "UTJECAJ LAYOUTA PRODAVAONICE NA PONAŠANJE KUPACA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:099474

Previšić, T. (2023). 'UTJECAJ LAYOUTA PRODAVAONICE NA PONAŠANJE KUPACA : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 12 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:099474

Previšić T. UTJECAJ LAYOUTA PRODAVAONICE NA PONAŠANJE KUPACA : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2023 [cited 2024 November 12] Available at: https://urn.nsk.hr/urn:nbn:hr:145:099474

T. Previšić, "UTJECAJ LAYOUTA PRODAVAONICE NA PONAŠANJE KUPACA : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:145:099474

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Metadata
TitleUTJECAJ LAYOUTA PRODAVAONICE NA PONAŠANJE KUPACA : Diplomski rad
Title (english)THE INFLUENCE OF A STORES' LAYOUT ON CUSTOMERS' BEHAVIOUR : Graduate paper
AuthorTihana Previšić
MentorAna Pap Vorkapić (mentor)
Committee memberDavor Dujak (predsjednik povjerenstva)
Committee memberAna Pap Vorkapić (član povjerenstva)
Committee memberJelena Franjković (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2023-09-21, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Tema ovog diplomskog rada je utjecaj layouta prodavaonice na ponašanje kupaca. U radu se proučavaju ključni elementi layouta prodavaonice, kao što su rasporedi polica i odjela, postavljanje proizvoda, osvjetljenje, glazba i slično. Rad ističe da layout prodavaonice može značajno utjecati na kupovno ponašanje. Na primjer, dobro organiziran i intuitivan layout može povećati vrijeme provedeno u prodavaonici, potaknuti kupce na istraživanje i kupovinu većeg broja proizvoda te potaknuti impulzivnu kupnju. Također se ističe važnost prilagodbe layouta prema ciljanoj skupini kupaca i vrsti proizvoda koji se prodaju. Razumijevanje i primjena principa dobro osmišljenog layouta mogu pomoći prodavačima u poboljšanju iskustva kupaca, povećanju prodaje i ostvarenju konkurentske prednosti na tržištu. Istraživanje provedeno u ovome radu imalo je za cilj istražiti koji elementi layouta prodavaonice najviše utječu na kupce, koje elemente layouta prodavaonice kupci smatraju najvažnijima priliko kupnje ili odabira prodavaonice, te koliko je layout prodavaonice kupcima bitan u odnosu na druge varijable maloprodajnoga miksa prilikom kupnje ili odluke o kupnji. Ono što se može zaključiti iz ovoga rada i istraživanja je da je layout prodavaonice kupcima bitan i svakako ima utjecaja na njih. Više o provedenom istraživanju objašnjeno je u posljednjim poglavljima ovog rada.
Abstract (english)
The topic of this paper is the influence of store layout on customer behavior. The paper studies the key elements of the store layout, such as shelf and department layouts, product placement, lighting, music, and the like. The paper points out that the layout of the store can significantly influence purchasing behavior. For example, a well-organized and intuitive layout can increase the time spent in the store, encourage customers to research and purchase more products, and encourage impulse purchases. The importance of adjusting the layout according to the target group of customers and the type of products sold is also highlighted. Understanding and applying the principles of a well-designed layout can help sellers improve the customer experience, increase sales, and achieve a competitive advantage in the market. The research carried out in this paper aimed to investigate which elements of the store layout have the most influence on customers, which elements of the store layout customers consider the most important when purchasing or choosing a store, and how important the store layout is to customers compared to other variables of the retail mix when making a purchase or decision about the purchase. What can be concluded from this work and research is that the layout of the store is important to customers and certainly has an impact on them. More about the conducted research is explained in the last chapters of this paper.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:099474
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE (SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-12-11 07:23:28