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2016, vol. 63, br. 1, str. 189-204
Strategija kupovnog marketinga u prehrambenoj maloprodaji
aUniverzitet u Beogradu, Ekonomski fakultet
bCommission for Protection of Competition, Belgrade

e-adresabogeticz@ekof.bg.ac.rs, dstojkovic@ekof.bg.ac.rs, sinisa.milosevic3@gmail.com
Ključne reči: kupovni marketing; prehrambena maloprodaja; preferencije kupaca; maloprodajni formati
Sažetak
Vodeća uloga maloprodaje u prehrambenim kanalima marketinga daje značajan doprinos afirmaciji kupovnog marketinga - nove marketinške paradigme u čijem je fokusu kupac i mesto prodaje. Rezultati temeljne analize naučne literature koja se bavi kupovnim marketingom su prezentovani u radu. Metodologija istraživanja uključuje anketiranje 1000 kupaca prehrambenih maloprodajnih objekata na području Beograda. U radu se sagledavaju i analiziraju karakteristike kupaca urbanog tržišta prehrambene maloprodaje i u skladu sa nalazima realizovanog istraživanja izvodi zaključak o neohodnoj adaptaciji strategije kupovnog marketinga. Značajan rezultat istraživanja je da percepcije kupaca na prehrambenom maloprodajnom tržištu zahtevaju profilisani pristup prilagođavanju strategije maloprodajnog objekta koji uključuje programe i aktivnosti kupovnog marketinga. Rad otvara brojna pitanja mogućih pristupa kupovnog marketinga ukrštajući varijable maloprodajnih formata, pola i visine primanja kupaca.
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O članku

jezik rada: engleski
vrsta rada: pregledni članak
DOI: 10.5937/ekoPolj1601189B
objavljen u SCIndeksu: 06.05.2016.
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