20.500.12556/DKUM-91095 Raziskava potrošniških navad v prodajnem kanalu konceptualnih trgovin Analysis of Consumer Behavior within the Retail Channel of Concept Stores Zaključno delo preučuje nakupno pot in nakupno vedenje potrošnikov v konceptualnih trgovinah s poudarkom na izdelkih podjetja Chipolo. Namen raziskave je bil ugotoviti, katere funkcionalnosti potrošniki pri iskalnikih predmetov dojemajo kot najprepričljivejše in podati predloge za ustrezno marketinško komunikacijo v prodajnem kanalu konceptualnih trgovin. Uporabljena je bila kvalitativna metoda polstrukturiranih intervjujev in analiza s pomočjo tematske mreže. Rezultati so pokazali, da potrošniki cenijo zanesljivost, enostavnost uporabe in vizualno privlačnost izdelkov in trgovin. Zaključki poudarjajo potrebo po bolj ciljno usmerjeni marketinški komunikaciji in prilagoditvi strategij glede na tip trgovine in stopnjo prepoznavnosti blagovne znamke v tistem okolju. This Master's thesis examines the buying journey and consumer behavior in concept stores, focusing on Chipolo item finders. The research aimed to identify which functionalities of item finders consumers find most convincing and to provide recommendations for effective marketing within the sales channel of concept stores. A qualitative approach was taken, using semi-structured interviews and thematic network analysis. The results revealed that consumers value reliability, ease of use, and the visual appeal of both the products and the store environment. The conclusions emphasize the need for a more targeted communication strategy and the importance of adapting this strategy based on the store type and the brand's recognition within that specific environment. nakupna pot nakupne navade iskalniki predmetov konceptualne trgovine prodajni kanal buying journey customer behavior item finder concept stores sales channel true true false [V. Žekš] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2024-10-21 21:26:26 2024-12-23 10:14:33 2025-01-08 13:57:23 0000-00-00 00:00:00 2024 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366.1:659.11(043.2) 221385987 MAG_Zeks_Vanessa_2024_.pdf MAG_Zeks_Vanessa_2024_.pdf 1 FE5ACB6248F6994215ADBC6895395539 f1a4a5a853fcd9399ddee781feab683193c9466f4d46fe6f7d994b65e2dc702e 93b48f49-a8a8-11ef-be92-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=186885 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0