Role of smartphones in purchasing commodities of daily consumption

U posljednjem desetljeću, uslijed globalizacije i napretka modernih tehnologija, uloga pametnih telefona u maloprodaji znatno je porasla. Kupci i potrošači imaju sve veće i složenije zahtjeve pri kupovini raznih proizvoda i usluga a na poduzetnicima je da se tome prilagode i udovolje potrošaču pod svaku cijenu kako bi ostali konkurentni na tržištu. Dvadeset prvo stoljeće je doba konstantnih inovacija koje kupcima pružaju pregled, korištenje i kupovinu raznih proizvoda i usluga putem mobilnih uređaja na bilo kojem mjestu. Pametni telefon, „smartphone“ u moderno je doba neizostavan segment u životu potrošača koji su u toku s trendovima na modernom tržištu. Žele što brže i uz niže troškove doći do željenih informacija, proizvoda i usluga. Na poduzetnicima je da kroz svoje inovacije, bile one vezane za pametne telefone ili fizičku prodavaonicu, kupcu pruže proizvod ili uslugu koja će u potpunosti zadovoljiti njegove potrebe i želje. Odgovor poduzetnika na te nove uvjete su mobilne aplikacije, internetske stranice i portali ali i inovativne tehnologije unutar prodavaonice. Putem svojih pametnih telefona korisnici mogu pregledavati ponudu proizvoda poduzeća, biti informirani o novostima vezanima za asortiman, trendove, uspoređivati cijene i proizvode, kupovinu obaviti izvan fizičke prodavaonice kako bi uštedjeli vrijeme. Također, potrošači mogu lakše pratiti svoje kupovne aktivnosti i izdatke te tako kvalitetnije i racionalnije upravljati svojim budžetom. Svrha ovog rada je ustanoviti ulogu pametnog telefona kod potrošača u procesu kupovine robe svakodnevne potrošnje. U skladu s time, provest će se empirijsko istraživanje metodom anketiranja na uzorku od minimalno 100 osoba (n ≥100) kojim će se ispitati kako pametni telefon u procesu kupovine olakšava i ubrzava korake od spoznaje potrebe do same kupnje robe bez fizičkog odlaska u prodavaonicu.In the last decade, due to globalization and advances in modern technology, the role of smartphones in retail has grown significantly. Buyers and consumers have increasing and complex requirements when buying various products and services, and it is up to entrepreneurs to adapt to this and satisfy the consumer at all costs in order to remain competitive in the market. The twenty-first century is an era of constant innovation that provides customers with an overview, use and purchase of various products and services via mobile devices anywhere. The smartphone, in the modern age is an indispensable segment in the lives of consumers who are up to date with trends in the modern market. They want to get the desired information, products and services as quickly and at lower cost. It is up to entrepreneurs to provide the customer with a product or service that will fully satisfy their needs and desires through their innovations, be they related to smartphones or a physical store. Entrepreneurs' response to these new conditions is mobile applications, websites and portals, but also innovative technologies within the store. Through their smartphones, users can view the company's product offer, be informed about news related to the range, trends, compare prices and products, make purchases outside the physical store to save time. Also, consumers can more easily monitor their purchasing activities and expenditures and thus better and more rationally manage their budget. The purpose of this paper is to establish the role of the smartphone among consumers in the process of buying everyday consumer goods. Accordingly, an empirical survey will be conducted using a survey of a minimum of 100 people (n ≥100) to examine how a smartphone in the buying process facilitates and accelerates the steps from realizing the need to buying goods without physically going to the store