Faktori ponašanja kupaca pri izboru načina kupovine
Factors of Customer Behavior in the Choice of Buying
Apstrakt
Analiza ponašanja kupaca je jedan od ključnih faktora za maloprodavce pri planiranju strategije višekanalne prodaje. Kompleksno poslovno okruženje utiče na razvoj novih kanala prodaje i novih maloprodajnih formata. Višekanalna prodaja je nov način povećanja konkurentnosti maloprodavaca. Veliki međunarodni trgovinski lanci primenjuju višekanalne strategije i kontinuirano uvode nove maloprodajne formate u cilju ostvarenja tržišnih i finansijskih ciljeva. Na odluku kupaca koji maloprodajni format koristiti utiče veliki broj faktora kao što su informisanost kupaca, politika cena, širina asortimana, rizici pri kupovini, kvalitet usluga i sl. Poboljšanje konkurentske pozicije na tržištu zahteva od maloprodavaca analizu tržišta i prikupljanje podataka o stavovima kupaca. Predmet istraživanja u radu je identifikovanje višekanalnih kupaca. Cilj istraživanja u radu je analiza različitih profila kupaca i identifikovanje faktora koji utiču na donošenje odluka kupaca o načinu kupovine.
Abstract
Customer behavior analysis is one of the key factors for retailers in planning multi-channel sales strategy. The complex business environment influences the development of new channels of sales and new retail formats. Multi-channel sales is a new way of increasing competitiveness of retailers. Large international trade chains apply multichannel strategies and continuously introduce new retail formats in order to achieve market and financial goals. The choice of customers who use the retail format is influenced by a large number of factors, such as: customer information, price policy, product range, shopping risks, service quality, and so on. Improving the competitive position on the market requires retailers to analyze the market and collect information about customer attitudes. The subject of the research is the identification of multichannel customers. The aim of the research is to analyze different customer profiles and identify factors influencing customer decision making on how to buy.
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