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2005, vol. 53, iss. 1-2, pp. 63-71
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Upravljanje asortimanom i strategija in-store merchadising-a maloprodavaca brendiranih modnih proizvoda
(The title is not available in English)
Delta Maxi
Keywords: frequencies; percentage; means; Std. Deviation; ANOVA; bivariate correlation and factor analysis
Abstract
The basic goal of research, which results we are demonstrating, is exploring main psychological characteristics of domestic branded-fashion products customers during buying process. Defined merchandising strategy is component part of branded products fashion approach. The main hypotheses which are the base for research are: consumer perception and their knowledge of branded-fashion products make pressure on their preference; the technique of displaying products as an essential ingredient of implemented merchandising strategy determines actual customer choice of it. During realization of the research there has been used standardized scales and after collecting data it had been prepared descriptive statistic.
Sažetak
Nakon sprovođenja istraživanja odluka potrošača prilikom kupovine brendiranih modnih proizvoda na tržišnom području Beograda zaključujemo da ispitanici još uvek nisu dovoljno upoznati sa pojmom "kupovina sa čela gondole" odnosno na sniženju. Ovde napominjemo da osobe ženskog pola u odnosu na muškarce više kupuju radi zabave, spontano, stihijski i neplanirano. Analiza varijanse je pokazala da ne postoje bitne razlike među osobama koje rade i onih koji ne rade. Statistički značajna razlika se pojavila samo u okviru jednog ajtema, i to u korist osoba koje ne rade - njima su za ugodnost kupovine jako bitne vizuelne olakšice i informacije o tome gde se šta nalazi u prodajnom objektu prilikom izbora proizvoda. Svi se slažu u velikoj meri da bi "razglasili" okolini da ne posećuju prodavnicu kojom oni nisu.
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