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Title:Stališča potrošnikov do trgovskih kuponov za popust na izdelek po izbiri
Authors:Garčević, Almira (Author)
Završnik, Bruno (Mentor) More about this mentor... New window
Files:.pdf MAG_Garcevic_Almira_2017.pdf (1,03 MB)
 
Language:Slovenian
Work type:Master's thesis/paper (mb22)
Typology:2.09 - Master's Thesis
Organization:EPF - Faculty of Business and Economics
Abstract:V magistrskem delu smo proučevali tematiko pospeševanja prodaje, ki je pridobila pomembnost v zadnjih letih, saj podjetja vlagajo v pospeševanje prodaje vedno več denarja. Ker smo kupci postali zelo zahtevni in preudarni, morajo podjetja v konkurenčnem okolju vedno znova razmišljati o novih inovativnih prijemih, s pomočjo katerih obstoječe kupce ohranijo ter pridobijo nove kupce. V prvem delu magistrskega dela smo se osredotočili na teoretično predstavitev področja pospeševanja prodaje in proučili različna orodja pospeševanja prodaje, usmerjena na porabnike, katerih se podjetja poslužujejo ter med katera uvrščamo tudi kupone, na katere smo se podrobneje osredotočili v tretjem poglavju. V nadaljevanju smo predstavili 3 največje slovenske trgovce in se osredotočili na trenutno zelo aktualne in za kupce zanimive kupone za popust na izdelek po izbiri, ki jih ti trgovci nudijo. Ker priljubljenost tovrstnih kuponov narašča, smo v drugem delu magistrskega dela, ki temelji na empirični raziskavi, proučevali odziv potrošnikov na kupone za popust na izdelek po izbiri. Rezultati ankete podajajo odgovor, kako potrošniki dojemajo kupone, ki jih v celotnem spektru različnih orodij za pospeševanje prodaje nudi vedno več trgovcev.
Keywords:pospeševanje prodaje, pospeševanje prodaje, usmerjeno na porabnike, kuponi kot orodje za pospeševanje prodaje, kuponi za popust na izdelek po izbiri
Year of publishing:2017
Publisher:[A. Garčević]
Source:Maribor
UDC:658.8
COBISS_ID:12938012 Link is opened in a new window
NUK URN:URN:SI:UM:DK:EH0CL9LM
License:CC BY-NC-ND 4.0
This work is available under this license: Creative Commons Attribution Non-Commercial No Derivatives 4.0 International
Views:314
Downloads:55
Metadata:XML RDF-CHPDL DC-XML DC-RDF
Categories:EPF
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Secondary language

Language:English
Title:Consumers' attitudes to coupon for a discount on the chosen product
Abstract:In the master's thesis, we studied the topic of sales promotion, which has gained importance in recent years, as companies invest in it more and more money. Because customers have become very demanding and prudent, companies in a competitive environment must constantly think about new innovative approaches that help existing customers retain and acquire new customers. In the first part of the master's thesis, we focused on theoretical presentation of the field of sales promotion, and examined various sales promotion tools focused on customer,which the companies are using and where are included also coupons, and which we focused in detail discuss in Chapter 3. In the continuation, we presented three of the largest Slovenian trading companies and focused on currently very topical and interesting discounts on the chosen product. Since the popularity of such coupons is rising, in the second part of master´s thesis, based on empirical research, we examined the consumer's response to discount coupons for the chosen product. The results of the survey provide an answer how consumers perceive coupons that are so popular intrading companies and which they offer so often between so many different sales promotion tools.
Keywords:Sales promotion, Customer focused sales promotion, Coupons as a tool to promote sales, Discount coupons on chosen product


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