BUSINESS OF DISCOUNT STORE TYPE OF BUSINESS

Diskontna prodavaonica je oblik prodavaonice u kojoj se prodaju proizvodi po nižim cijenama od onih koje se nude u uobičajenim oblicima prodavaonica. Za takav oblik prodavaonice je bitno da imaju veoma krutu politiku asortimana i ograničavaju se samo na artikle koji se brzo obrću. U diskontnim prodavaonicama, limitirani broj proizvoda omogućuje diskonterima i puno veću operativnu efikasnost. Ograničeni opseg asortimana značajno smanjuje složenost logistike i administracije u prodavaonicama. Danas su u svijetu diskontni maloprodavači najbrže rastući segment maloprodaje. Oni privlače ne samo kupce niske kupovne moći i srednji sloj koji se u uvjetima krize susreo s padom svojih dohodaka, već i kupce visoke kupovne moći koji se žele ponašati racionalno.The discount store is the form of a shop where the sale is made at lower prices than the one offered in the usual forms of the store. For such a store, it is important that they have a very strict assortment policy and are limited to items that are swifter. In discount stores, a limited number of products allow discontinuers and much more operational efficiency. Limited range of assortments significantly reduces the complexity of logistics and administration in stores. Today, discount retailers are the fastest growing retail segment. They attract not only low purchasing power consumers and medium-sized customers who have met with falling income in crisis conditions as well as high purchasing power buyers who want to behave rationally