Čimbenici izbora prodavaonice odjećom i generacija Milenijci

U ovom je završnom radu prikazano kako generacija Y ili milenijci, uz određene čimbenike, donose odluku o odabiru prodavaonice, a korišten je primjer prodavaonice odjećom. U radu je pobliže opisana generacija Y kako bi se što bolje razumjeli njihovi postupci, razmišljanja te na kraju i način kupovine u prodavaonicama odjećom. Kako bi se što bolje i točnije tumačila ova generacija, proveden je anketni upitnik na temu Čimbenici izbora prodavaonice odjećom i generacija milenijci. Cilj provedenog anketnog upitnika je otkriti na koji način milenijci razmišljaju prije, tijekom i nakon kupovine u prodavaonicama odjećom te što misle o online kupovini koja je u današnje vrijeme sve učestalija. Za ovaj završni rad podaci su prikupljani iz stručne literature, kao i podaci koji su dostupni na internetu. Rezultati rada doveli su do zaključka da milenijci sve više preferiraju online kupovinu, ali se svakako prije svake kupovine dobro informiraju o proizvodima koje žele kupiti. Ova generacija je svjesna skoro svakodnevnog rasta cijena svih proizvoda, ali to ne utječe na njihove kupovne odluke i krajnju potrošnju. Međutim, za detaljniju razradu i rezultate ove teme, potrebno je analizirati i provesti anketu na području cijele Republike Hrvatske. KljučneIn this graduate paper, it is shown how Generation Y or millennials, along with certain factors, make a decision about choosing a store, and the example of a clothing store is used here. Generation Y is described more detailed in order to better understand their actions, thoughts and, finally, the way they shop in clothing stores. In order to interpret this generation as best and accurately as possible, a survey questionnaire was conducted on the topic Factors in choosing a clothing store and the millennial generation. The goal of the conducted survey is to find out how millennials think before, during and after shopping in clothing stores and what they think about online shopping, which is becoming more and more common nowadays. For this thesis, data was collected from professional literature, as well as data available on the Internet. The conclusion of this paper led to results that say that millennials increasingly prefer online shopping, but they are certainly well informed about the products they want to buy before each purchase. This generation is aware that all products are becoming more expensive every day, but it doesn’t affect their purchase behavior and spending. However, for a more detailed elaboration and results of this topic, it is necessary to analyze and conduct a survey on the territory of the entire Republic Croatia