20.500.12556/DKUM-91462 Pospeševanje prodaje v živilskih trgovskih centrih po Sloveniji Merchandasing in grocery shopping centers in Slovenia Diplomsko delo opisuje metodo pospeševanja prodaje. V njem je predstavljen pomemben stik med potrošnikom in svetovalcem, ki pripomore k višji prodaji izdelkov. Diplomsko delo obsega teoretični in empirični del. V teoretičnem delu so predstavljeni pojmi, ki so neposredno vezani na pospeševanje prodaje, promocijo in svetovalca. V nadaljevanju pa je predstavljena empirična raziskava. Na podlagi analize anketnega vprašalnika so podani predlogi za izboljšanje, ki lahko pripomorejo k povečanju prodaje. Ugotovili smo, da potrošniki kupujejo poznane izdelke, ker so jim všeč, prav tako smo ugotovili, da ima več kot četrtina potrošnikov željo po večji možnosti osebnega svetovanja, ter da je potrošnikom najbolj všeč svetovalec, ki je strokovno usposobljen in dobro pozna izdelke, ki jih predstavlja. Ugotovili smo tudi, da je vljudnost, všečnost in prepričljivost svetovalca povezana z nakupom, da je potrošnikom pomembno pridobiti informacijo o bistvenih konkurenčnih prednosti od svetovalca in da se moški pogosteje odločijo za svetovanje glede novega izdelka kot ženske. The following thesis describes the merchandising method. It presents important interaction between the consumer and the consultant, since positive interaction helps with sale increase. Thesis consists of a theoretical and an empirical part. Concepts directly related to merchandising, promotion and consultant are presented in the theoretical part, followed by empirical research. Based on the analysis of the survey questionnaire, suggestions for improvement are given, which could help to increase sales. Our findings show that consumers buy familiar products because they like them. It also shows that more than a quarter of consumers wish for more personal consulting, that consumers prefer consultant who is professionally trained and has a good knowledge of the products they represent. We also found that politeness, likeability and persuasiveness of the consultant are related to sales, that it is important for consumers to obtain information about essential competitive advantages from the consultant and that men are more likely to decide to consult about a new product than women. pospeševanje prodaje svetovalec potrošnik izdelek povečanje prodaje merchandising consultant consumer product sales increase true true false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-01-05 20:30:27 2025-03-24 12:50:27 2025-03-25 03:09:40 0000-00-00 00:00:00 2025 0 Kranj 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 230013955 VS_Urankar_Nina_2025.pdf VS_Urankar_Nina_2025.pdf 1 BE1AF2F74C699C471D9A0FB5038C76FA ed2a693d06c79e24018d1013638ed57b37ff08d471196d99af0d47307d6c4080 51a8ba02-cc15-11ef-8cf7-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=187610 Fakulteta za organizacijske vede 0 0 0