magistrsko delo
Anja Štravs (Author), Bruno Završnik (Mentor)

Abstract

Spletno nakupovanje ima veliko prednosti z vidika odjemalca. Če se samo spomnimo na vsakotedenske mrzlične nakupe v raznih marketih, na polna parkirišča, gnečo, prerivanje z vozički in neskončno čakanje na blagajni, se le nekaj klikov v spletni trgovini z domačega naslanjača sliši kot sproščujoča melodija. Kljub temu, vsaj na slovenskem trgu, še vedno prevladuje tradicionalna off-line trgovina. Vendar pa se prodajni trendi v Sloveniji spreminjajo, o čemer priča rast spletne prodaje; vsako leto je več spletnih nakupovalcev, spletna prodaja raste tudi vrednostno. Po vzoru tujih trgov lahko rečemo, da ima spletna prodaja v Sloveniji še ogromno potenciala. Po raziskavah Mediane je spletnih odjemalcev vsako leto več. Na ta hitro naraščajoč trend zelo vpliva uporaba pametnih telefonov, vendar le za določene kategorije izdelkov. Najbolj priljubljene so tehnika, letalske karte, potovanja, oblačila, knjige ipd. Med njimi ni izdelkov široke potrošnje z manjšo vrednostjo (v nadaljevanju FMCG).

Keywords

prodaja;spletna prodaja;pospeševanje prodaje;spletna trgovina;široka potrošnja;vedenje porabnikov;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: A. Štravs
UDC: 658.8:004.738.5(043.2)
COBISS: 12734748 Link will open in a new window
Views: 1047
Downloads: 168
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Other data

Secondary language: English
Secondary title: On-line sales promotion of fast moving consumer goods
Secondary abstract: Online shopping has many advantages from the perspective of the client. If you only remember those hectic purchases in various shops, crowded parking lots, the crowd, struggling with shopping cart and endless waiting at the cashier, then just a few clicks on the World Wide Web sitting in that comfortable armchair sounds like a relaxing symphony. Nevertheless the Slovenian market is still dominated by traditional off-line shopping. However sales trends in Slovenia are changing as shown by the growth of online sales in Slovenia. There are more online shoppers every year, online sales grows also in value. Regarding the example of foreign markets it can be said that online sales in Slovenia have a lot of potential. According to the research conducted by Mediana the number of online customers increases each year. This rapidly growing trend is affected by the use of smart phones. However this affects only certain products. The most popular are the appliances, airline tickets, traveling, clothing, books, etc. What is interesting is that no goods of low value is among them (hereinafter FMCG).
Secondary keywords: Online Sales;Online Purchase;Online Customer Behavior;Online Sales Promotion;FMCG;
URN: URN:SI:UM:
Type (COBISS): Master's thesis/paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: 62 str.
ID: 9579667