20.500.12556/DKUM-73224 Vpliv znižanja cene na nakupne odločitve potrošnikov v trgovskem centru Mercator v Kranju The influence of price reductions on the customers' purchase decisions in Mercator shopping center in Kranj Trgovska podjetja na različne načine poskušajo prepričati in motivirati kupce, da kupujejo pri njih. Osredotočajo se predvsem na čim večjo prodajo izdelkov lastne trgovske blagovne znamke. V diplomski nalogi smo podrobneje analizirali trgovsko podjetje Mercator, kjer opažamo problem v očitnem zmanjševanju zvestobe kupcev do izdelkov trgovske blagovne znamke Mercator. S pomočjo rezultatov, pridobljenih z anketo, izvedeno med kupci, smo ugotovili, da je cena najpomembnejši dejavnik, ki vpliva na nakupno odločitev potrošnikov v trgovskem centru Mercator Primskovo v Kranju. Kupci se za nakup izdelkov trgovske blagovne znamke Mercator odločajo predvsem zaradi nižje cene v primerjavi z istovrstnimi izdelki drugih blagovnih znamk. Problem nastane, ko se cene istovrstnih izdelkov drugih blagovnih znamk znižajo, saj večina anketirancev v tem primeru ne ostane zvesta izdelkom trgovske blagovne znamke Mercator. S pomočjo testne statistike smo utemeljili rezultate anketnega vprašalnika in odgovorili na raziskovalna vprašanja. Da bi povečali zvestobo kupcev do izdelkov trgovske blagovne znamke Mercator, predlagamo, da zvesti kupci pri vsakem naboru 100 točk zvestobe pridobijo 30 % popust na celoten nakup. Commercial establishments try in various ways to persuade and motivate buyers to buy with them. Their focus is mainly on higher sales of their own branded products. In our thesis we have analysed in detail the commercial establishment Mercator. We see a problem in the obvious decrease of buyer loyalty to Mercator branded products. The results obtained from the questionnaire survey carried out in Mercator shopping center in Primskovo, Kranj, show that price is the most important factor affecting the buyers' choices. Buyers mainly decide to buy Mercator branded products because the prices are lower compared to like products of other brands. The problem arises when prices of like products are reduced, as most interviewees do not remain loyal to Mercator branded products in such cases. Using test statistics, we have explained the results of the questionnaire survey and answered the research questions. To increase buyer loyalty to Mercator branded products, we suggest loyal buyers get a 30% discount on the value of the entire purchase for every 100 loyalty points they acquire. cena nakupne odločitve potrošnikov trgovska blagovna znamka price consumer shopping choices commercial brand true true false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2019-03-11 09:13:13 2019-04-02 14:21:42 2022-08-02 00:27:40 2019-07-11 19:49:20 2019 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 8099347 URN:SI:UM:DK:R2HFVBLT VS_Bodiroza_Sandra_2019.pdf VS_Bodiroza_Sandra_2019.pdf 1 C5A6853CF9FD8D209373CDB1F4647452 c2c8e8f6672849ee1929ae7a13bb8b24c87a70546996758eedb2adbec692ed0c a0edc008-7c10-11eb-bb7a-00155d0001ca 20.500.12556/dkum/417f3e61-5ecb-4f2b-97b2-70e5f9383cd6 https://dk.um.si/Dokument.php?lang=slv&id=132966 Fakulteta za organizacijske vede 0 0 0