Povezanost Izlaganja Proizvoda s Prodajnim Rezultatima / The Relationship Between Product Exposure and Sales Results

Brečić, Ružica

doi:10.32676/n.11.1.2

Abstract

Izlaganje proizvoda u prodavaonici utječe na ponašanje potrošača i prodajne rezultate. Cilj je ovoga rada bio istražiti utjecaj dva različita načina izlaganja slatkiša na njihovu prodaju. Rad je primijenio metodu eksperimenta u stvarnim maloprodajnim uvjetima i dao uvid u izravne učinke različitih načina izlaganja na prodaju: izlaganja proizvoda sa samostojećom policom i s nasloljenom polica, tj. policom postavljenom uza zid. Rezultati omogućuju razumijevanje povezanosti načina izlaganja proizvoda i ponašanja potrošača, ističući potrebu prilagodbe maloprodajnih strategija uvjetima prodavaonica. Terenski eksperiment u tri maloprodajna mjesta pokazao je da naslonjene police povećavaju prodaju proizvoda u prodavaonicama s visokim prometom, dok samostojeće police potiču kupovinu u manjim prodavaonicama. Pokazuje se je potrebno prilagodbiti načina izlaganja proizvoda uvjetima prodavaonice, i to veličini prodajnoga prostora i očekivanomu broja kupaca. U radu se daju konkretne preporuke stručnjacima za optimizaciju prodajnoga prostora, uključujući odabir stalaka prema tipu prodavaonice i kategoriji proizvoda, što može povećati prodajne rezultate i unaprijediti iskustvo kupovine.

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Povezanost Izlaganja Proizvoda s Prodajnim Rezultatima / The Relationship Between Product Exposure and Sales Results

Abstract

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