A posteriori segmentacija kupcev pohištva v Sloveniji

Žilić Galun, Azra

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Title:	A posteriori segmentacija kupcev pohištva v Sloveniji
Authors:	ID Žilić Galun, Azra (Author) ID Mumel, Damijan (Mentor) More about this mentor...
Files:	MAG_Zilic_Galun_Azra_2025.pdf (6,20 MB) MD5: 5DABDE2AEFEEB7CC9A5441EDD330E1D2
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	V tej nalogi podrobneje obravnavamo a posteriori segmentacijo. Osredotočili smo se na a posteriori segmentacijo pohištva v Sloveniji, saj podobne raziskave pri nas še nismo zasledili. Magistrska naloga je razdeljena na dva dela. V teoretičnem delu so opisane osnove segmentacije, metode segmentacije in klastrska analiza ter sta predstavljeni študiji, opravljeni v tujini. V empiričnem delu smo segmentirali kupce pohištva v Sloveniji. Najprej smo zbrali podatke s pomočjo anketnega vprašalnika ter jih analizirali za tri posamezne kategorije pohištva. Te so pohištvo iz strukturnih plošč, oblazinjeno pohištvo ter pohištvo iz masivnega lesa. Zaradi neustrezno oblikovanega vprašalnika nismo mogli uporabiti klastrske analize za obdelavo podatkov, vendar smo dobili uporabne podatke in uspeli kupce masivnega pohištva razvrstiti v tri kategorije. Pri preučevanju rezultatov je pomembno upoštevati tudi, da so zaključki narejeni na podlagi ciljne skupine in ne na podlagi celotnega prebivalstva. Ugotovili smo, da se proda največ pohištva iz strukturnih plošč, zatem oblazinjenega pohištva in najmanj pohištva iz masivnega lesa. Kupcem pohištva iz strukturnih plošč je najpomembnejši dizajn, medtem ko je kupcem oblazinjenega pohištva in pohištva iz masivnega lesa najpomembnejša kvaliteta pohištva. Kupcem vseh treh kategorij je najmanj pomembna znamka, takoj za njo pa unikatnost izdelka. Kategorijo masivnega pohištva smo še podrobneje obravnavali in ugotovili, da pri kategoriji masivnega pohištva obstaja velika skupina ljudi, ki so zelo občutljivi na kvaliteto, dizajn in material. Prav tako obstaja srednje velika skupina ljudi, ki so popolnoma neobčutljivi na znamko in unikatnost izdelka, kot tudi tretja skupina, ki je srednje velika skupina ljudi, ki na znamko, dobavni rok in unikatnost izdelka niti so niti niso občutljivi. Te rezultate smo nato primerjali z raziskavo, ki je bila izvedena na Finskem, in ugotovili, da sta v obeh raziskavah najpomembnejši spremenljivki dizajn in kvaliteta.
Keywords:	segmentacija, pohištvo, a posteriori, kupci.
Place of publishing:	Maribor
Publisher:	A. Žilić Galun
Year of publishing:	2025
PID:	20.500.12556/DKUM-91669
UDC:	339.13
COBISS.SI-ID:	230144515
Publication date in DKUM:	25.03.2025
Views:	180
Downloads:	45
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:	25.01.2025

Secondary language

Language:	English
Title:	A-Posteriori segmentation of furniture buyers in slovenia
Abstract:	In this paper, we discuss a-posteriori segmentation in more detail. We focused on a-posteriori segmentation of furniture in Slovenia, as we have not yet encountered similar research in our country. The master's thesis is divided into two parts. The theoretical part describes the basics of segmentation, segmentation methods, and cluster analysis, and presents two studies conducted abroad. In the empirical part, we segmented furniture buyers in Slovenia. First, we collected data using a survey questionnaire and analyzed them for three individual furniture categories. These are furniture made of structural panels, upholstered furniture, and furniture made of solid wood. Due to the inadequately designed questionnaire, we were unable to use cluster analysis to process the data, but we still obtained useful data and managed to classify buyers of solid furniture into three categories. When examining the results, it is also important to note that the conclusions are made based on the target group and not on the entire population. We found that the most sold furniture is made of structural panels, followed by upholstered furniture and the least sold furniture is made of solid wood. For buyers of structural panels, design is the most important, while for buyers of upholstered furniture and solid wood furniture, the quality of the furniture is the most important. For buyers of all three categories, the brand is the least important, followed by the uniqueness of the product. We examined the solid furniture category in more detail. We found that in the solid furniture category, there is a large group of people who are very sensitive to quality, design and material. There is also a medium-sized group of people who are completely insensitive to the brand and uniqueness of the product, as well as a third group, which is also a medium-sized group of people who are neither sensitive nor not sensitive to the brand, delivery time and uniqueness of the product. We then compared these results with a study conducted in Finland and found that in both studies, design and quality were the most important variables.
Keywords:	segmentation, furniture, a-posteriori, customers.

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