20.500.12556/DKUM-11237 ANALIZA CILJNIH SKUPIN PRI KATALOŠKI PRODAJI THE ANALYSIS OF TARGET GROUPS IN RELATION WITH CATALOGUE SALE Dandanes nam hiter življenjski tempo in številne obveznosti, dopuščajo le malo časa. Vse to se odraža tudi pri nakupovanju v trgovskih centrih, za katerega je lahko idealna rešitev kataloška prodaja. Prinaša tako dobre kot slabe plati, vendar dobro osveščeni potrošniki, s takšno obliko nakupovanja lahko le pridobijo. Namen diplomskega dela je opredeliti pomen neposrednega trženja s poudarkom na kataloški prodaji in predstaviti dosedanja spoznanja ter prikazati obstoječe stanje tovrstnega trženja. Cilj raziskave je predvsem boljše poznavanje kupcev kataloške prodaje, torej spoznati nakupne navade in značilnosti posameznega tržnega segmenta. Diplomsko delo je sestavljeno iz teoretičnega in raziskovalnega dela. V teoretičnem delu so predstavljena spoznanja teoretikov o neposrednem trženju, njegov pomen v današnjem času in njegove značilnosti. Podrobneje je predstavljena kataloška prodaja. Poudarek pa je na analizi porabniških trgov in nakupnega vedenja. Raziskovalni del sem opravila s pomočjo metode anketiranja. Anketni vprašalnik je izpolnilo 50 anketirancev, sama anketa pa je vsebovala 14 vprašanj. Postavila sem tudi nekaj hipotez, ki sem jih testirala s pomočjo Pearsonovega koeficienta. Pomembnejše ugotovitve raziskave so, da se kataloško trženje vse bolj razvija tudi v Sloveniji, takšne oblike se poslužuje vse več potrošnikov, tako ženske kot moški. Slednji se najpogosteje odločajo za nakup pohištva in stvari za dom in okolico, medtem ko se ženske v večini odločajo za nakup oblačil in obutve. Temu primeren je tudi znesek enkratnega nakupa. Ženske porabijo več časa za sam ogled kataloga, prav tako ga dalj časa hranijo. Starejši anketirani izdelke najpogosteje naročajo prek klasične naročilnice po pošti, medtem ko se mlajši, vse bolj pogosto odločajo za naročilo prek spleta. Cena in kakovost izdelkov, sta bili ocenjeni povprečno, brez večjih odstopanj navzgor ali navzdol. SUMMARY Nowadays, due to quick life tempo and numerous obligations, we have only little time. All this is reflected at shopping in malls, so the ideal solution could be catalogue sale. This way of shopping brings both, pros and cons, however, well conscious consumers will only gain in this case. The purpose of this diploma is to clarify the meaning of direct marketing with stress on catalogue sale and to show existent state of such marketing. The goal of the research is mostly better knowledge of catalogue buyers, so to get familiar with purchase habits and features of the individual market segment. Diploma is composed from theoretical and research part. Recognitions of theoreticians about direct marketing are introduced in theoretical part, as well as its meaning in today's time and its characteristics. Catalogue sale is introduced more exhaustively. But the emphasis is on the analysis of consumer's markets and purchase knowledge. I concluded the research part with the help of surveys. 50 interviewees filled in the questionary, but the survey itself contained 14 questions. I suggested also a few hypotheses and i tested them with Pearson's coefficient. The more significant conclusions are, that catalogue marketing is developing more and more also in Slovenia, as a result, many people choose catalogue sale, both women and men. Men usually decide to buy furniture, things for home and sorrounding areas, while the majority of women go for clothes and footwear. This reflects in the sum of a single purchase. Women spend more time by viewing the catalogue and are keeping it for a longer time too. Older interviewees oftentimes order their products through classical requisitions, while younger more oftenly use mail order. The price and the quality of products are inside of the average, no greater variations were noticed. neposredno trženje kataloška prodaja kupci/ potrošniki direct marketing catalogue sale buyers/ consumers true true false Slovenski jezik Angleški jezik Diplomsko delo 2009-07-23 10:40:32 2009-09-29 12:37:53 2022-04-11 23:39:02 2022-04-17 03:36:51 2009 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 6512659 URN:SI:UM:DK:9NFDYAZD UNI_Gorenc_Katja_2009.pdf UNI_Gorenc_Katja_2009.pdf 1 EC67A613CAE18C50866F7645ED55E087 103ce7c920749f42f8a12983e7ce031b9800d6c2c01e1e9c5c8c85d9632b424c 109cb543-7c03-11eb-bb7a-00155d0001ca 20.500.12556/dkum/eae3088f-8350-47da-92dc-8a970fdeb3b8 https://dk.um.si/Dokument.php?lang=slv&id=9894 Fakulteta za organizacijske vede 0 0 0