20.500.12556/DKUM-63441 ANALIZA KUPCEV ZA IZBIRO KANALOV PRODAJE PRI PRODAJI OPREME ZA MOBILNE TELEFONE THE ANALYSIS OF THE CUSTOMER’S CHOICE FOR CHANNELS OF SALES FOR SELLING MOBILE PHONE ACCESSORIES V diplomskem delu smo obravnavali problem slabega odziva potrošnikov na prodajne akcije oziroma nakupne priložnosti podjetja X. V teoretičnem delu nas zanima vpliv različnih dejavnikov na nakup ter proces nakupnega odločanja. Osredotočili smo se na potrošnika, opisali različne vrste le teh ter njihovo vedenje. Nadaljevali smo z analizo trženja, ki smo jo razdelili na tržne koncepte in tržno komuniciranje. V empiričnem delu diplomskega dela smo s pomočjo raziskave pridobili pomembne podatke o dejavnikih, ki vplivajo na nakupno odločitev, ter o prodajnih pristopih pri prodaji dodatkov za mobilni telefon. Postavili smo sedem hipotez, ki smo jih analizirali s pomočjo programa SPSS, ter jih na podlagi pridobljenih rezultatov sprejeli oziroma zavrnili. S pomočjo raziskave smo podjetju X predlagali, kako izboljšati proces prodaje, jim predstavili ustrezne prodajne pristope ter pomembne dejavnike, ki vplivajo na nakup dodatkov za mobilne telefone. Predlagali smo, da pričnejo kupce nagrajevati za njihovo zvestobo (kartica ugodnosti), s tem si pridobijo tudi novo bazo podatkov, ki naj jo uporabijo za oglaševanje preko elektronske pošte. Svojo spletno trgovino naj nadgradijo, dodajo izdelkom podrobnejše opise in slikovni material, svojo maloprodajno trgovino pa uporabijo kot »show room« za prikaz in predstavitev izdelkov kupcem. In this work, we consider the problem of the consumers reacting poorly to the purchase opportunities of company X. In the theoretical part, we are interested in the elements that are important during the purchase process and that influence purchase decisions. We were focused on the consumers, and we described the different types of their behavior. We made a short analysis of the marketing, dividing it into marketing concepts and marketing communications. In the empirical part of the work, we conducted a research which gave us important information about the purchasing decisions regarding the accessories for mobile phones and which approaches are the best for selling them. We set seven hypotheses which we analyzed using the SPSS program, and based on the results we accepted or rejected them. At the end of our work we made suggestion to the company X on how to improve the sales process. We introduced them the right sales approaches and elements that are important to the costumers when buying mobile phone accessories. We recommended them to start using a customer loyalty card. With collected customer data they can start promoting products by e-mail. They have to upgrade their e-shop, the products on their e-shop have to have good descriptions and pictures, and the physical shop has to become a show room for their products. - nakupno odločanje - potrošnik - trženje - oprema ali dodatki za mobilni telefon - purchasing decisions - consumer - marketing - mobile accessories true true false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2016-09-11 12:39:28 2016-11-11 11:54:09 2022-07-02 03:07:25 2019-07-11 13:28:03 2016 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 7834643 URN:SI:UM:DK:BELZ9SRW UN_Zavirsek_Matija_2016.pdf UN_Zavirsek_Matija_2016.pdf 1 C1DDD43E6841895F93BB5544AC6B8A10 454dea1c6584f3db5d742196bb127064ec862fdf0df99213e1728b501618f64d 6c0499e4-7c0d-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=103931 Fakulteta za organizacijske vede 0 0 0