20.500.12556/DKUM-68669 Stališča potrošnikov do trgovskih kuponov za popust na izdelek po izbiri Consumers' attitudes to coupon for a discount on the chosen product V magistrskem delu smo proučevali tematiko pospeševanja prodaje, ki je pridobila pomembnost v zadnjih letih, saj podjetja vlagajo v pospeševanje prodaje vedno več denarja. Ker smo kupci postali zelo zahtevni in preudarni, morajo podjetja v konkurenčnem okolju vedno znova razmišljati o novih inovativnih prijemih, s pomočjo katerih obstoječe kupce ohranijo ter pridobijo nove kupce. V prvem delu magistrskega dela smo se osredotočili na teoretično predstavitev področja pospeševanja prodaje in proučili različna orodja pospeševanja prodaje, usmerjena na porabnike, katerih se podjetja poslužujejo ter med katera uvrščamo tudi kupone, na katere smo se podrobneje osredotočili v tretjem poglavju. V nadaljevanju smo predstavili 3 največje slovenske trgovce in se osredotočili na trenutno zelo aktualne in za kupce zanimive kupone za popust na izdelek po izbiri, ki jih ti trgovci nudijo. Ker priljubljenost tovrstnih kuponov narašča, smo v drugem delu magistrskega dela, ki temelji na empirični raziskavi, proučevali odziv potrošnikov na kupone za popust na izdelek po izbiri. Rezultati ankete podajajo odgovor, kako potrošniki dojemajo kupone, ki jih v celotnem spektru različnih orodij za pospeševanje prodaje nudi vedno več trgovcev. In the master's thesis, we studied the topic of sales promotion, which has gained importance in recent years, as companies invest in it more and more money. Because customers have become very demanding and prudent, companies in a competitive environment must constantly think about new innovative approaches that help existing customers retain and acquire new customers. In the first part of the master's thesis, we focused on theoretical presentation of the field of sales promotion, and examined various sales promotion tools focused on customer,which the companies are using and where are included also coupons, and which we focused in detail discuss in Chapter 3. In the continuation, we presented three of the largest Slovenian trading companies and focused on currently very topical and interesting discounts on the chosen product. Since the popularity of such coupons is rising, in the second part of master´s thesis, based on empirical research, we examined the consumer's response to discount coupons for the chosen product. The results of the survey provide an answer how consumers perceive coupons that are so popular intrading companies and which they offer so often between so many different sales promotion tools. pospeševanje prodaje pospeševanje prodaje usmerjeno na porabnike kuponi kot orodje za pospeševanje prodaje kuponi za popust na izdelek po izbiri Sales promotion Customer focused sales promotion Coupons as a tool to promote sales Discount coupons on chosen product true true false [A. Garčević] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2017-10-06 23:41:50 2017-12-12 13:32:07 2022-08-01 16:10:37 2019-07-11 17:00:34 2017 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8 12938012 URN:SI:UM:DK:EH0CL9LM MAG_Garcevic_Almira_2017.pdf MAG_Garcevic_Almira_2017.pdf 1 67DC1376A3972882370B4F629F914561 2d848f59ab4fd64132d0b19634a3400266b307c18055a8e5c51e8fe7ac5f0590 6a55b705-7c0f-11eb-bb7a-00155d0001ca 20.500.12556/dkum/a43b2a86-7258-4c17-b639-4fe0ee317fde https://dk.um.si/Dokument.php?lang=slv&id=119421 Ekonomsko-poslovna fakulteta 0 0 0