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Title:
Raziskava potrošniških navad v prodajnem kanalu konceptualnih trgovin
Authors:
ID
Žekš, Vanessa
(Author)
ID
Tomažič, Tina
(Mentor)
More about this mentor...
ID
Pavlič, Jani
(Comentor)
Files:
MAG_Zeks_Vanessa_2024_.pdf
(2,87 MB)
MD5: FE5ACB6248F6994215ADBC6895395539
Language:
Slovenian
Work type:
Master's thesis/paper
Typology:
2.09 - Master's Thesis
Organization:
FERI - Faculty of Electrical Engineering and Computer Science
Abstract:
Zaključno delo preučuje nakupno pot in nakupno vedenje potrošnikov v konceptualnih trgovinah s poudarkom na izdelkih podjetja Chipolo. Namen raziskave je bil ugotoviti, katere funkcionalnosti potrošniki pri iskalnikih predmetov dojemajo kot najprepričljivejše in podati predloge za ustrezno marketinško komunikacijo v prodajnem kanalu konceptualnih trgovin. Uporabljena je bila kvalitativna metoda polstrukturiranih intervjujev in analiza s pomočjo tematske mreže. Rezultati so pokazali, da potrošniki cenijo zanesljivost, enostavnost uporabe in vizualno privlačnost izdelkov in trgovin. Zaključki poudarjajo potrebo po bolj ciljno usmerjeni marketinški komunikaciji in prilagoditvi strategij glede na tip trgovine in stopnjo prepoznavnosti blagovne znamke v tistem okolju.
Keywords:
nakupna pot
,
nakupne navade
,
iskalniki predmetov
,
konceptualne trgovine
,
prodajni kanal
Place of publishing:
Maribor
Publisher:
[V. Žekš]
Year of publishing:
2024
PID:
20.500.12556/DKUM-91095
UDC:
366.1:659.11(043.2)
COBISS.SI-ID:
221385987
Publication date in DKUM:
23.12.2024
Views:
0
Downloads:
23
Metadata:
Categories:
KTFMB - FERI
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ŽEKŠ, Vanessa, 2024,
Raziskava potrošniških navad v prodajnem kanalu konceptualnih trgovin
[online]. Master’s thesis. Maribor : V. Žekš. [Accessed 18 April 2025]. Retrieved from: https://dk.um.si/IzpisGradiva.php?lang=eng&id=91095
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Licences
License:
CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Link:
http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:
The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:
21.10.2024
Secondary language
Language:
English
Title:
Analysis of Consumer Behavior within the Retail Channel of Concept Stores
Abstract:
This Master's thesis examines the buying journey and consumer behavior in concept stores, focusing on Chipolo item finders. The research aimed to identify which functionalities of item finders consumers find most convincing and to provide recommendations for effective marketing within the sales channel of concept stores. A qualitative approach was taken, using semi-structured interviews and thematic network analysis. The results revealed that consumers value reliability, ease of use, and the visual appeal of both the products and the store environment. The conclusions emphasize the need for a more targeted communication strategy and the importance of adapting this strategy based on the store type and the brand's recognition within that specific environment.
Keywords:
buying journey
,
customer behavior
,
item finder
,
concept stores
,
sales channel
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