master's thesis
Upravljanje prostorom na razini prodavaonice

Domagoj Kovačević (2016)
Josip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Chair of Marketing
Metadata
TitleUpravljanje prostorom na razini prodavaonice
AuthorDomagoj Kovačević
Mentor(s)Davor Dujak (thesis advisor)
Abstract
U ovom radu utvrđuje se važnost upravljanja prostorom u prodavaonici. Upravljanje prostorom na razini prodavaonice na način da se kreira layout prodavaonice u suvremenim uvjetima trgovanja, predstavlja nezaobilazan čimbenik koji s ostalim funkcijama trgovine doprinosi zadovoljenju potreba potrošača i ostvarenju dobiti trgovinskog subjekta. Važnost layouta leži u aktivnostima upravljanja prostorom prodavaonice koji mora biti funkcionalan radi boljeg snalaženja potrošača pri kupnji ali i ekonomičan radi uštede troškova. Dinamičnost tržišta, otkrivanje novih želja i potreba potencijalnih potrošača otišla je toliko daleko da je razvijena znanstvena disciplina koja izučava upravljanje kategorijama proizvoda. Potreba za upravljanjem kategorijama javlja se radi dinamične fluktuacije broja proizvoda; naime dolazi do pojave novih proizvoda, dok pak neki nestaju iz asortimana. Samim time dolazi do pojave novih kategorija ili se pak jedna kategorija dijeli na dvije ili više manjih. Nastankom novih kategorija javlja se problem u prostornom smislu kao ograničavajućem faktoru. Upravo zbog toga u ovom radu istražuje se važnost aktivnosti upravljanja prostorom koja doprinosi procesu kupnje, odn. ostvarivanju veće dobiti trgovačkog subjekta na način da se kreira prostor koji će osigurati efikasan tok kupaca, lakše pronalaženje proizvoda, te podići opće zadovoljstvo kupca. Upravljanje prostorom u današnjem okruženju je nešto što je nužno konstantno primjenjivati s obzirom na jaku konkurenciju. Samo dobro kreiran prodajni prostor je taj koji može najjednostavnije dovesti kupaca do željenog proizvoda, naravno pri tome ne treba zanemariti važnost ostalih aktivnosti koje se poduzimaju radi zadovoljenja potreba i želja kupaca te maksimiziranja dobiti poslovnog subjekta.
Keywordsspace management retailer consumer layout product
Committee MembersDavor Dujak (committee chairperson)
Domagoj Sajter (committee member)
Željko Požega (committee member)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Lower level organizational unitsChair of Marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeMarketing
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-09-22
Parallel abstract (English)
This final work establishes the importance of space management in store. Space management in a way that creates a layout of store in the modern conditions of trade represents an essential factor that the other functions of trade contributes to meeting consumers needs and profit trade entity. Importance of layout lies in activities managing store area which must be functional for better convenience for consumers when buying but also cost-effective to save space. The dynamism of the market, discover new desires and needs of potential customers has gone so far that has developed scientific discipline that studies the management of product categories. The need to manage the categories appears like the dynamic fluctuation of the product, in fact there is a phenomenal new products while in turn some fall out of range. With that comes the emergence of new categories or else one category separate into two or more smaller ones. With emergence of new categories comes space problem as a limiting factor. This is why this final work explores the importance of space management activites which contributes to the buying proces on the way to achieving greater profit commercial entity so as to create a space that will ensure the efficient flow of customers, easier to find products and to raise overall customer satisfaction. Space management in today's environment is something that is necesarry constantly applied with respect to strong competition. Only well-designed retail space is the one who can most simply lead customers to the desired product, of course, at the same time one should not ignore the importance of other activities undertaken to meet the needs and desires of customers and maximizing earnings of the business entity.
Parallel keywords (Croatian)upravljanje prostrom maloprodavač potrošač layout proizvod
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:451783
CommitterGordana Kradijan