20.500.12556/DKUM-99409 Vpliv oglaševanja in pospeševanja prodaje na vedenje odjemalcev v trgovini na drobno The impact of advertising and sales promotion on consumer behaviour in retail stores Trgovci v sodobnem trgovinskem okolju uporabljajo številne oblike oglaševanja in pospeševanja prodaje, s katerimi želijo pritegniti pozornost potrošnikov in vplivati na njihove nakupne namere. Poleg tradicionalnih medijev vse pogosteje uporabljajo digitalne komunikacijske kanale, pomembno vlogo pa imajo tudi cenovne spodbude in druge promocijske aktivnosti na prodajnem mestu. Vpliv teh aktivnosti na potrošnike ni enoten, temveč je odvisen od uporabljenega komunikacijskega kanala, značilnosti ponudbe in lastnosti posameznega potrošnika. Magistrsko delo obravnava vpliv oglaševanja in pospeševanja prodaje na vedenje odjemalcev v trgovini na drobno s poudarkom na živilskih trgovinah. Namen raziskave je bil ugotoviti, kako različne oblike oglaševanja in izbrane aktivnosti pospeševanja prodaje vplivajo na nakupno vedenje potrošnikov pri nakupu živil. V teoretičnem delu smo predstavili oglaševanje, pospeševanje prodaje, vedenje odjemalcev in dejavnike, ki vplivajo na nakupne odločitve in značilnosti trgovine na drobno z živili v Sloveniji. Empirični del temelji na kvantitativni raziskavi, ki je bila izvedena z anketnim vprašalnikom. Rezultati raziskave kažejo, da imajo tradicionalne oblike oglaševanja pri nakupu živil še vedno pomembno vlogo, pri čemer tiskani letaki trgovcev ostajajo najpogosteje zaznana in najvplivnejša oblika oglaševanja. Med digitalnimi oblikami največji vpliv dosegajo aplikacije trgovcev. Ugotovitve raziskave potrjujejo tudi pomembno vlogo promocijskih aktivnosti na prodajnem mestu in cenovnih spodbud pri oblikovanju nakupnih odločitev potrošnikov. Retailers in the modern retail environment use numerous forms of advertising and sales promotion to attract consumers’ attention and influence their purchase intentions. In addition to traditional media, they increasingly use digital communication channels, while price incentives and other in-store promotional activities also play an important role. The impact of these activities on consumers is not uniform, but depends on the communication channel used, the characteristics of the offer, and the individual characteristics of the consumer. The master’s thesis examines the impact of advertising and sales promotion on consumer behaviour in retail stores, with a particular emphasis on grocery retail. The aim of the research is to determine how different forms of advertising and selected sales promotion activities influence consumer purchasing behaviour when buying food products. In the theoretical part, the thesis presents advertising, sales promotion, consumer behaviour, and the factors that influence purchase decisions, as well as the characteristics of the grocery retail sector in Slovenia. The empirical part is based on a quantitative study conducted using a questionnaire. The results of the research show that traditional forms of advertising still play an important role in grocery shopping, with printed retailer flyers remaining the most frequently noticed and most influential advertising format. Among digital forms, retailer mobile applications have the strongest impact. The findings also confirm the significant role of in-store promotional activities and price incentives in shaping consumers’ purchase decisions. oglaševanje pospeševanje prodaje vedenje odjemalcev nakupne odločitve trgovina na drobno advertising sales promotion consumer behaviour purchase decisions retail true true false N. Šalamun] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2026-08-15 19:11:40 2026-09-10 11:02:27 2026-09-11 03:08:01 0000-00-00 00:00:00 2026 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1:366.1 290635779 MAG_Salamun_Nina_2026.pdf MAG_Salamun_Nina_2026.pdf 1 1B0433366F7A493EA9B21DD572C0AA28 59bcd29fb6ca163fe43df8b157b9ae4faaaeffbe2b8aa428b120dc7bca58b767 850f1723-a831-11f1-b9ca-00155d0001be https://dk.um.si/Dokument.php?lang=slv&id=211519 Ekonomsko-poslovna fakulteta 0 0 0