Vpliv popustov na nakupno vedenje kupcev v Trgovini 365

Prešern, Anja

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Title:	Vpliv popustov na nakupno vedenje kupcev v Trgovini 365
Authors:	ID Prešern, Anja (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	MAG_Presern_Anja_2023.pdf (4,03 MB) MD5: 59F4257085ED566A91BAC137AE50AF12
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Raziskave kažejo, da popusti lahko pomembno vplivajo na nakupno vedenje kupcev. Popusti ponujajo občutek prihranka denarja, kar lahko poveča verjetnost, da se bo kupec odločil za nakup. Poleg tega lahko popusti vplivajo na dojemanje vrednosti izdelka ali storitve, kar lahko vpliva na nakupno odločitev. Vendar pa je pomembno upoštevati, da lahko prevelika odvisnost od popustov negativno vpliva na dolgoročno zvestobo kupcev. Problem nastane lahko, ko se kupci naučijo čakati na popuste, preden opravijo nakup, in se tako izognejo polni ceni izdelkov. Poleg tega lahko pogosti popusti zmanjšajo dojemanje vrednosti izdelka ali storitve, saj lahko kupci dojamejo, da je redna cena previsoka. Zato morajo podjetja skrbno načrtovati svoje popuste in jih ponujati zmerno. Cenovne strategije so pomemben del trženjskega načrta podjetja in vključujejo različne pristope za določanje cen izdelkov ali storitev. Pri določanju cen je pomembno upoštevati stroške, konkurenco, dobiček in potrebe kupcev. Pandemija COVID-19 je imela velik vpliv na fizične trgovine. Številne trgovine so morale zapreti svoja vrata, da bi se preprečilo širjenje virusa, kar je povzročilo izgubo dohodka za podjetja. Iz tega razloga smo primerjali kakšen vpliv je imela pandemija na fizične in spletne trgovine, ter kakšne prednosti in slabosti so se pri tem pojavile. Čeprav so fizične trgovine še vedno pomemben del trgovine, je pandemija povzročila spremembe v nakupnem vedenju in obnašanju kupcev, ki jih bodo trgovci morali upoštevati, če želijo uspešno poslovati v prihodnosti. V praktičnem delu magistrske naloge smo se osredotočili na izbrano podjetje Trgovino 365. Zanimalo nas je kako vplivajo popusti na nakupne navade njihovih odjemalcev. Iz pridobljenih rezultatov ankete smo ugotovili, da imajo popusti velik vpliv na nakupne odločitve. Veliko odjemalcev se odloči za nakup iz razloga, ker je izdelek v akciji. Največkrat uporabijo nižjo ceno, kot metodo za pospeševanje prodaje. Kot najpomembnejši dejavnik, ki pripomore k odločitvi za nakup pa udeleženci ankete pravijo, da je kakovost izdelkov še vedno najbolj pomembna.
Keywords:	popust, odjemalci, marketing, nakupno vedenje, Trgovina 365
Place of publishing:	Maribor
Publisher:	A. Prešern
Year of publishing:	2023
PID:	20.500.12556/DKUM-84059
UDC:	366.12
COBISS.SI-ID:	157249027
Publication date in DKUM:	29.06.2023
Views:	798
Downloads:	256
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	04.04.2023

Secondary language

Language:	English
Title:	The impact of discounts on customer purchase behaviour in Store 365
Abstract:	Research shows that discounts can have a significant impact on customer purchasing behaviour. Discounts offer a sense of saving money, which can increase the probability that a customer will decide to buy. In addition, discounts can influence the perceived value of a product or service, which can influence the purchase decision. However, it is important to bear in mind that over-reliance on discounts can have a negative impact on long-term customer loyalty. The problem can arise when customers learn to wait for discounts before making a purchase, thereby avoiding the full price of products. In addition, frequent discounts can reduce the perceived value of a product or service, as customers may perceive the regular price to be too high. Therefore, companies need to plan their discounts carefully and offer them in moderation. Pricing strategies are an important part of a company's marketing plan and include different approaches to pricing products or services. When setting prices, it is important to take into account costs, competition, profits and customer needs. The COVID-19 pandemic has had a major impact on retail stores. Many stores had to close their doors to prevent the spread of the virus, resulting in a loss of income for businesses. For this reason, we compared the impact of the pandemic on retailers' physical and online stores, and the advantages and disadvantages of doing so. Although retail stores are still an important part of commerce, the pandemic has led to changes in purchasing behaviour and customer behaviour that retailers will need to take into account if they want to operate successfully in the future. In the practical part of the Master degree thesis, we focused on the selected company Store 365. We were interested in how discounts affect the buying habits of their customers. From the results of the survey, we found that discounts have a significant impact on purchasing decisions. Many customers decide to buy because a product is on sale. Most of the time they use the lower price as a method to increase sales. However, survey respondents say that product quality is still the most important factor contributing to the purchase decision.
Keywords:	discount, customers, marketing, purchasing behaviour, Shop 365

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