magistrsko delo
Anja Peurača (Author), Samo Kropivnik (Mentor)

Abstract

V praksi živila običajno kupujemo v fizičnih trgovinah, kjer imamo kot porabniki možnost, da se pred nakupom sami v živo prepričamo o ustreznosti iskanega izdelka. V zadnjem obdobju pa imamo možnost, da živila kupimo tudi preko spleta. Pregled literature kaže, da obstaja kar nekaj ključnih razlogov, zakaj se porabniki odločajo za spletno nakupovanje in tudi spletno nakupovanje živil, vendar so študije, ki ponujajo vpogled v različne segmente porabnikov, ki opravljajo nakupe preko spleta, bolj redke. V magistrski nalogi želim zato odgovoriti na naslednje raziskovalno vprašanje: kdo oz. kakšni so slovenski porabniki, ki kupujejo živila preko spleta, in na kaj morajo biti trgovci na področju spletnega nakupovanja pozorni, ko oblikujejo segmente porabnikov, ki jih želijo nagovoriti. Za proučitev raziskovalnega vprašanja sem izvedla opisne oz. deskriptivne raziskave, za katere so značilni kvantitativni raziskovalni pristopi. Za lažje oblikovanje vprašanj za anketo sem izvedla tudi fokusno skupino s posamezniki, ki so že prakticirali vsaj eno obliko spletnega nakupovanja. Analiza rezultatov raziskave je pokazala, da obstajajo trije segmenti porabnikov – nevtralci, tradicionalni kupci, spletni navdušenci.

Keywords

spletna trgovina;spletno nakupovanje živil;nakupno vedenje;segmentacija porabnikov;nakupni dejavniki;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [A. Peurača]
UDC: 339.3:004.738.5(043.2)
COBISS: 149391619 Link will open in a new window
Views: 21
Downloads: 7
Average score: 0 (0 votes)
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Other data

Secondary language: English
Secondary title: Online grocery shopping: consumer segmentation on the Slovenian market
Secondary abstract: In practice, we usually buy groceries in physical stores, where we as consumers can see the suitability of the product we are looking for before purchasing. In the last period, however, we have the possibility to buy groceries online. The literature reviews show that there are quite a few key reasons why consumers choose to shop online, including online grocery shopping, but studies that provide insights into the different segments of online shoppers are rarer. In my master's thesis, I therefore want to answer the following research question: who are the Slovenian consumers that buy food online and what should the merchants pay attention to in the field of online shopping when designing the consumer segments, they want to address. To examine the research question, I carried out descriptive research characterized by quantitative research approaches. To make it easier to create questions for the survey, I also conducted a focus group with individuals who have already practiced at least one form of online shopping. The analysis of the research results showed that there are three consumer segments – neutrals, online enthusiasts, traditional buyers.
Secondary keywords: online shopping;online groceries shopping;customer buying behaviour;customer segmentation;purchasing factors;Vedenje potrošnikov;Spletno nakupovanje;Hrana;Trženje;Univerzitetna in visokošolska dela;
Type (COBISS): Master's thesis/paper
Study programme: 0
Embargo end date (OpenAIRE): 1970-01-01
Thesis comment: Univ. v Ljubljani, Fak. za družbene vede
Pages: 89 str.
ID: 18583935