The meaning and importance of marketing decisions in retail

SAŽETAK Predmet istraživanja ovog rada je percepcija kupaca o važnosti elemenata marketinškog spleta u maloprodaji. Marketinške odluke u maloprodaji obuhvaćaju: odluke o ciljnom tržištu, o asortimanu proizvoda i njegovoj nabavi, usluzi i ambijentu prodavaonice, cijeni proizvoda, promociji te odluke o lokaciji. Komuniciranje između prodavača i potrošača u maloprodajama podrazumijeva kontinuiranu aktivnost prije, za vrijeme i poslije kupnje, istodobno u oba smjera. Samo u takvim okolnostima može se potrošačima nuditi ono što oni žele, poštovati njihove zahtjeve, sugestije i preporuke, te stvarati osjećaj zajedničkog poštovanja kako bi svi sudionici imali osjećaj zadovoljstva, koristi i dobitka, kako bi svaki pojedinačno bio zadovoljan dobivši ono što očekuje. Maloprodaje moraju činiti više od pukog punjenja polica proizvodima, moraju učiniti raspoloživima tražene proizvode, napraviti stimulirajuću okolinu za kupnju i razviti marketinške strategije koje će povećati posjet maloprodajama. Provedenim primarnim istraživanjem utvrđeno je da ispitanicima lokacija ima presudan element marketinškog spleta u odlasku u maloprodajni lanac zbog male udaljenosti. Najposjećeniji maloprodajni lanac u Hrvatskoj prema mišljenju ispitanika je Konzum. Svi elementi marketinškog spleta u istraživanju imaju veliki utjecaj na kupce. Konzum prema mišljenju ispitanika ima najbolje proizvode (asortiman), uslugu (ambijent prodavaonice), promocijske aktivnosti (reklame, letci, časopisi) te lokaciju, a Lidl ima najbolje cijene. Trendovi u maloprodaji Republike Hrvatske mogu se okarakterizirati: povećanjem konkurencije, velikim brojem proizvoda koji imaju kraći životni vijek te sve zahtijevnijim kupcima.The subject of this work is the perception of customers about the importance of marketing online retail. Marketing decisions in retail include: decisions about the target market, the product range and its procurement, service and ambience of the store, product price, promotion and location decisions. Communication between the seller and the consumer in retail stores includes continuous activity before, during and after purchase, at the same time in both directions. Only in such circumstances can be offered to consumers what they want, to respect their demands, suggestions and recommendations, and create a sense of mutual respect to all participants had a sense of satisfaction, benefits and profits, so that each individual was pleased gotten what we expected. Retail must do more than just filling the shelves of goods, must make available the requested products, make stimulating environment to purchase and develop a marketing strategy that will increase visit retailers. Conducted primary research it was found that subjects location has a crucial element of the marketing mix leaving the retailer for a short distance. Most popular retail chain in Croatia, according to the respondents is Konzum. All elements of the marketing mix in the survey have a big impact on customers. Konzum in the opinion of the respondents have the best products (range), service (ambient stores), promotional activities (advertising, brochures, magazines) and location, and Lidl has the best prices. Trends in retail the Croatian can be characterized: by increasing competition, a large number of products which have a shorter life expectancy and increasingly demanding customers