20.500.12556/DKUM-13399 PROUČITEV POZNAVANJA PRODAJALN THE RESEARCH OF KNOWING MARKETS POVZETEK Mnoga podjetja so iz dneva v dan bolj prepričana, da bodo lahko uspešno nastopala na trgu le, če bodo vso svojo pozornost namenila odjemalcem. Prodajalci se namreč vedno bolj zavedajo, kako pomembna je podoba, ki si jo odjemalci ustvarijo o njihovi prodajalni. Namen vsake prodajalne na drobno je privabiti čim več odjemalcev. Le-to pa poskušajo trgovci najprej doseči z zunanjim izgledom. Ravno to prihaja zadnje čase vedno bolj do izraza zaradi vedno večje konkurence na trgu. Prodajalne kot so Mercator, Spar, Tuš, Hofer itd. iščejo takšne nove lokacije, kjer bodo lahko svojim bodočim odjemalcem omogočale lažji dostop ter dovolj parkirnih prostorov. Z diplomskim delom sem želela proučiti, v kolikšni meri odjemalci poznajo prodajalne v Lenartu in kaj bi želeli na tem področju spremeniti. S pomočjo anketnega vprašalnika sem tako prišla do spoznanja, da je v največji meri ravno od kakovosti izdelkov ter lokacije in parkirnega prostora odvisno kje bodo odjemalci opravljali svoje nakupe. Poleg tega se jim zdi pomembno tudi to, da imajo na razpolago dovolj parkirnih prostorov ter enostaven dostop do prodajalne. Ugotovila pa sem tudi, da glasba in bližina bifeja ne igrata bistvene vloge pri odločitvi za nakup. Ravno zaradi tega morajo prodajalci oz. lastniki prodajaln spoznati potrebe in pričakovanja svojih odjemalcev. Le na tak način bodo pridobili zveste odjemalce, ki bodo zadovoljni zapuščali njihove prodajalne. Pred začetkom raziskave smo si postavili trditve (hipoteze), ki smo jih želeli dokazati. Z analizo raziskave smo ugotovili, da je ena trditev pravilna, ena na pol pravilna in tri trditve so nepravilne. Na podlagi dobljenih rezultatov bi morali narediti določene spremembe v obravnavanih prodajalnah in njihovi okolici. Odjemalci si največ želijo kvalitetnih izdelkov, ugodnih cen ter lahke dostopnosti do prodajaln. ABSTRACT Day by day many companies are becoming more and more convinced of future successful performance in the market, if they pay greater attention to the customers. However, vendors are acutely aware of the appearance needed to create better image in the customers' minds. The purpose of each retail store is to attract as many customers as possible, and in order to achieve this they must pay attention to their image. Image has recently become more important, due to increasing trade competition. Retailers such as: Spar, Tus, Hofer etc. are searching for new premises, which will attract future customers and will be easily accessible by car. The aim of this diploma work is to explore how familiar customers are with these shops in Lenart, and what they would wish to be changed. I have recognized through questionnaires that product quality, premises, and accessibility by car, are to certain degree, important factors on customers' decisions as to where to purchase. In addition, it also seems important to have enough parking space at their disposal when shopping. I have also discovered having no background music, nor a buffet near by, play any significant role when purchasing. For this very reason, vendors and owners should strive to meet customers' needs and expectations by bearing these matters in mind. This is the only way to acquire and keep loyal customers, who will be happily when departing their shops. We had some arguments already set out , before starting the research, in order to be proved. The analysis of the research has proved one claim, 50 per cent was correct, whereas another half was incorrect. Some changes should be done, depend on results based on this research. Customers would like to buy quality products at reasonable price and having easy accessibility. odjemalec trg trgovina na drobno prodajno okolje customer market retail shop retail environment true true false [R. Feldhofer] Slovenski jezik Angleški jezik Diplomsko delo 2010-03-11 18:05:40 2010-07-16 12:54:43 2022-04-12 11:09:23 2023-12-16 03:12:23 2009 0 Sveta Trojica 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8 10291228 URN:SI:UM:DK:8AVVXCHS VS_Feldhofer_Renata_2010.pdf VS_Feldhofer_Renata_2010.pdf 1 4FEAC5AAF23FC3C6FA4305AD76D31705 b48b88c671fcb54d49e88a9a5268b815a98c0b476cee953d758da128e9fa972a e53662a0-7c03-11eb-bb7a-00155d0001ca 20.500.12556/dkum/c4ac22d2-9b53-4442-a2a1-1be9eaf790cf https://dk.um.si/Dokument.php?lang=slv&id=13531 Ekonomsko-poslovna fakulteta 0 0 0