magistrsko delo
Marta Kerš (Author), Bruno Završnik (Mentor)

Abstract

V sedanjem, hitro se spreminjajočem tempu življenja je za organizacije bistvenega pomena poznavanje porabnika: kako razmišlja, kaj vpliva na njegove odločitve. Konkurenčna borva je velika, zato je za podjetja bistvenega pomena, da si pridobijo porabnike in le-te tudi obdržijo. Zvesti porabniki so ključ do uspešnega poslovanja. Magistrsko delo je razdeljeno na dva dela. V prvem je zajet opis nakupnega vedenja porabnikov, osebna prodaja kot najbolj učinkovito orodje v prodajnem procesu. Predstavljene so njene prednosti in slabosti ter potek. V aplikativnem delu pa je, s pomočjo preučevanje metode skriti kupec, predstavljen ocenjevalni list prodajalne s tekstilom, obutvijo in modnimi dodatki. Metoda se je vršila v štirih poslovalnicah istega trgovskega podjetja. Ocenjevalni dejavniki so bili izložba, poslovalnica, svetovalci, garderobe in blagajne. S pomočjo raziskave se je potrdilo dejstvo, da imajo preučevani dejavniki velik vpliv na končni nakup.

Keywords

prodaja;osebna prodaja;porabniki;kupci;nakup;nakupno vedenje;vedenje porabnikov;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [M. Kerš]
UDC: 658.89(043.2)
COBISS: 12326172 Link will open in a new window
Views: 1102
Downloads: 214
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Other data

Secondary language: English
Secondary title: Assessment of the factors affecting consumer's buying decisions
Secondary abstract: Knowing their costumers, learning about factors influencing decisoins has become an important issue of product olacement in fast evolving business environment. Thesis is divided into two parts. First part will explain facts about costumers buying decisions and present personal sales as the most effectiove tool of buying process, its positive and negative aspects. Second part includes mystery shopping method used for evaluating chlotes retail shop. I implicated the metod evaluating four different retail stores of the same company with focus on store, showcase, employees, wardrobes and cashiers. Reseach has confirmed the fact that studied factors have a big influence on buying behaviour.
Secondary keywords: Consumer;personal sales;mystery shopper;buying behavior;
URN: URN:SI:UM:
Type (COBISS): Master's thesis/paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: 77 str.
ID: 9123747