Vpliv znižanja cene na nakupne odločitve potrošnikov v trgovskem centru Mercator v Kranju

diplomsko delo visokošolskega strokovnega študija Organizacija in management kadrovskih in izobraževalnih sistemov

Sandra Bodiroža (Author), Goran Vukovič (Mentor), Alenka Brezavšček (Co-mentor)

Abstract

Trgovska podjetja na različne načine poskušajo prepričati in motivirati kupce, da kupujejo pri njih. Osredotočajo se predvsem na čim večjo prodajo izdelkov lastne trgovske blagovne znamke. V diplomski nalogi smo podrobneje analizirali trgovsko podjetje Mercator, kjer opažamo problem v očitnem zmanjševanju zvestobe kupcev do izdelkov trgovske blagovne znamke Mercator. S pomočjo rezultatov, pridobljenih z anketo, izvedeno med kupci, smo ugotovili, da je cena najpomembnejši dejavnik, ki vpliva na nakupno odločitev potrošnikov v trgovskem centru Mercator Primskovo v Kranju. Kupci se za nakup izdelkov trgovske blagovne znamke Mercator odločajo predvsem zaradi nižje cene v primerjavi z istovrstnimi izdelki drugih blagovnih znamk. Problem nastane, ko se cene istovrstnih izdelkov drugih blagovnih znamk znižajo, saj večina anketirancev v tem primeru ne ostane zvesta izdelkom trgovske blagovne znamke Mercator. S pomočjo testne statistike smo utemeljili rezultate anketnega vprašalnika in odgovorili na raziskovalna vprašanja. Da bi povečali zvestobo kupcev do izdelkov trgovske blagovne znamke Mercator, predlagamo, da zvesti kupci pri vsakem naboru 100 točk zvestobe pridobijo 30 % popust na celoten nakup.

Keywords

cena;nakupne odločitve potrošnikov;trgovska blagovna znamka;

Data

Language:	Slovenian
Year of publishing:	2019
Typology:	2.11 - Undergraduate Thesis
Organization:	UM FOV - Faculty of Organizational Sciences
Publisher:	[S. Bodiroža]
UDC:	339.1
COBISS:	8099347
Views:	582
Downloads:	54
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	The influence of price reductions on the customers' purchase decisions in Mercator shopping center in Kranj
Secondary abstract:	Commercial establishments try in various ways to persuade and motivate buyers to buy with them. Their focus is mainly on higher sales of their own branded products. In our thesis we have analysed in detail the commercial establishment Mercator. We see a problem in the obvious decrease of buyer loyalty to Mercator branded products. The results obtained from the questionnaire survey carried out in Mercator shopping center in Primskovo, Kranj, show that price is the most important factor affecting the buyers' choices. Buyers mainly decide to buy Mercator branded products because the prices are lower compared to like products of other brands. The problem arises when prices of like products are reduced, as most interviewees do not remain loyal to Mercator branded products in such cases. Using test statistics, we have explained the results of the questionnaire survey and answered the research questions. To increase buyer loyalty to Mercator branded products, we suggest loyal buyers get a 30% discount on the value of the entire purchase for every 100 loyalty points they acquire.
Secondary keywords:	price;consumer shopping choices;commercial brand;
URN:	URN:SI:UM:
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za organizacijske vede
Pages:	41 f.
ID:	11045681