20.500.12556/DKUM-40473 ERGONOMSKO OBLIKOVANJE PRODAJNEGA OKOLJA V KNJIGARNI PO NAČELU MERCHANDISINGA ERGONOMIC FORMATION OF SALE ENVIRONMENT IN BOOKSHOP BY MERCHANDISING SYSTEM Namen diplomskega dela je proučiti obstoječo urejenost določene knjigarne in vzdušje v njej, ter predlagati izboljšave, ki bi pripomogle k boljšemu počutju kupcev in pospeševanju prodaje. V diplomskem delu smo prikazali vpliv urejenosti prodajalne, raznovrstnosti ponudbe, atmosfere in prodajnega osebja s teoretičnega in praktičnega vidika. Na osnovi tržne raziskave smo ugotavljali, katera populacija največkrat obišče prodajalno, njihove razloge za obisk in nakup, kaj kupujejo, česa si še želijo, kaj obiskovalci menijo o vzdušju v knjigarni in kako ocenjujejo osebje v prodajalni. V nalogi smo uporabili deskriptivno metodo s študijem domače in tuje literature in pripravo anketnega vprašalnika, ki vsebuje splošne podatke anketiranca in mnenjski del kupcev. Postavili smo tri hipoteze. Obdelavo podatkov za preverjanje hipotez smo izvedli z orodji MS Excel 2007, MS Word in Visio. V analizi smo prišli do ugotovitev:  da so za večino anketiranih razlogi za obisk knjigarne: raznovrstna izbira knjig, možnost pregledovanja in prijaznost osebja  da so dejavniki, ki vplivajo na nakupno odločitev: cena, raznovrstna izbira in lokacija  da so kvalitete, ki jih anketirani cenijo pri prodajnem osebju: strokovnost, da jih opazijo, ko vstopijo v trgovino in odnos osebja do kupcev Rezultate raziskave bomo uporabili v namene, da dosežemo ugodnejše učinke na kupce, ter za povečanje nakupnega zaznavanja. Pomembno je razumevanje želja in potreb kupcev. The purpose of this diploma thesis is to study the current arrangement of a particular bookshop and its atmosphere, as well as suggest some improvements that could improve the customers’ comfort and sales promotion. This diploma thesis shows the influence of the arrangement, diversity of supply, the atmosphere and the staff from both theoretical and practical point of view. On the basis of a market research we have tried to discover which population visits the shop the most often, their reasons for the visit and the purchase, what they buy, what else they would appreciate in the shop, what the visitors think about the atmosphere in the shop and how they feel about the staff. The results of the research will be used to produce better impact on the customers and consequently to improve the sales. The diploma thesis uses a descriptive method of research. Domestic and foreign literature has been studied and a survey questionnaire, containing a part about the respondent’s general information and a part about their opinions, has been prepared. We have formed three hypotheses. Data processing for the testing of the hypotheses has been conducted with MS Excel 2007, MS Word and Visio. Our analysis shows the following findings: • for the majority of respondents, the reasons to visit a bookshop are a diverse selection of books, the possibility to examine the books prior to buying, and kind staff • the factors that influence the decision of buying are the price, supply diversity and location • the qualities that the respondents appreciate in staff are proficiency, the ability to notice the customer when he or she enters the bookshop, and their attitude towards the customers The survey results will be used in order to achieve better effects on the customers and to improve the purchasing perception. Understanding the customers’ wishes and needs is of great importance. prodajno okolje vzdušje (atmosfera) urejenost prodajalne shop environment atmosphere shop arrangement true true false Slovenski jezik Angleški jezik Diplomsko delo 2013-05-22 18:19:11 2013-07-17 14:42:50 2022-05-12 23:42:12 2021-04-23 03:21:15 2013 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 7190291 URN:SI:UM:DK:VSE9VDLF VS_Slak_Vlasta_2013.pdf VS_Slak_Vlasta_2013.pdf 1 6A658A2B531842EB1461491CAD65BC69 2c7e84f5345b1a129261066f576523f090aa63c206982fe85b2bf8d853ad3c4b f4af18d8-7c09-11eb-bb7a-00155d0001ca 20.500.12556/dkum/ab0b55f4-b3dd-417a-baa2-6c949a25b648 https://dk.um.si/Dokument.php?lang=slv&id=55388 Fakulteta za organizacijske vede 0 0 0