delo diplomskega projekta
Nuša Robnik (Author), Borut Milfelner (Mentor)

Abstract

V diplomskem projektu obravnavamo, kako je epidemija COVID-19 vplivala na nakupne navade odjemalcev. V diplomski nalogi smo analizirali panogo živil, oblačil in tehničnih izdelkov. S pomočjo literature smo v teoretičnem delu predstavili nakupno vedenje in navade odjemalcev, dejavnike nakupnega vedenja ter kakšen je proces nakupnega odločanja. V teoretični del smo zajeli tudi marketinško komuniciranje z odjemalci in digitalno oglaševanje, ki je predvsem v času med epidemijo igralo pomembno vlogo, predvsem zaradi povečevanja zanimanja za spletne prodajalne, ter navsezadnje predstavili epidemijo COVID-19, njene ukrepe in spremembo nakupnih navad odjemalcev v Sloveniji. V empiričnem delu naloge smo prikazali rezultate raziskave nakupnih navad odjemalcev glede živil, oblačil in tehničnih izdelkov v času epidemije COVID-19. Ker je gospodarstvo presenetilo množično zapiranje prodajaln, se je trg temu moral prilagoditi. Z analizo smo ugotovili, da so odjemalci več kot v fizičnih prodajalnah posluževali spletnega nakupovanja, vendar če imajo možnost, še vedno radi nakupujejo v fizičnih prodajalnah. Ugotovili smo, da odjemalci radi posegajo po kombinaciji spletnega in fizičnega nakupovanja v prodajalnah.

Keywords

nakupne navade;odjemalci;digitalna tehnologija;Covid-19;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: N. Robnik
UDC: 366.12
COBISS: 124964867 Link will open in a new window
Views: 10
Downloads: 3
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Other data

Secondary language: English
Secondary title: Consumer buying behaviour regarding food, clothing and technical products during the COVID-19 epidemic
Secondary abstract: The thesis project looks at how the COVID-19 epidemic has affected customers purchasing habits. In the selected topic we analysed the industry of food, clothing and technical products. With the help of literature, we presented in the theoretical part the purchasing behaviour and habits of customers, what are the factors in purchasing behaviour and what is the purchasing decision-making process. The theoretical part also included marketing communication with customers and digital advertising, which played an important role, especially during the period of the epidemic, mainly due to increasing interest in online shops and ultimately presenting the COVID-19 epidemic, its actions and the change in customers purchasing habits in Slovenia. In the empirical part we showed the results of the survey of customers purchasing habits regarding food, clothes and technical products during the COVID-19 epidemic. As the economy was surprised by the mass closing of stores, the market had to adapt to that. According to the results, we found that customers were more interested in online shopping, but if they have an option they still like to shop in physical stores. They also prefer to intervene in the combination of online and physical shopping in stores.
Secondary keywords: Consumers;buying behaviour;COVID-19.;
Type (COBISS): Diploma project paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: II, 37 str., 5 str. pril.
ID: 16089552