Vpliv oglaševanja in pospeševanja prodaje na vedenje odjemalcev v trgovini na drobno

Šalamun, Nina

| | SLO | ENG | Cookies and privacy

Bigger font | Smaller font

First page > Show document

Show document

Title:	Vpliv oglaševanja in pospeševanja prodaje na vedenje odjemalcev v trgovini na drobno
Authors:	ID Šalamun, Nina (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	MAG_Salamun_Nina_2026.pdf (1,67 MB) MD5: 1B0433366F7A493EA9B21DD572C0AA28
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	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.
Keywords:	oglaševanje, pospeševanje prodaje, vedenje odjemalcev, nakupne odločitve, trgovina na drobno
Place of publishing:	Maribor
Publisher:	N. Šalamun]
Year of publishing:	2026
PID:	20.500.12556/DKUM-99409
UDC:	659.1:366.1
COBISS.SI-ID:	290635779
Publication date in DKUM:	10.09.2026
Views:	94
Downloads:	21
Metadata:
Categories:	EPF
:	Copy citation

Average score:	(0 votes)
Your score:	Voting is allowed only for logged in users.
Share:

Hover the mouse pointer over a document title to show the abstract or click on the title to get all document metadata.

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:	15.08.2026

Secondary language

Language:	English
Title:	The impact of advertising and sales promotion on consumer behaviour in retail stores
Abstract:	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.
Keywords:	advertising, sales promotion, consumer behaviour, purchase decisions, retail

Comments

Leave comment

You must log in to leave a comment.

Comments (0)

0 - 0 / 0

There are no comments!

Back