Customers preferences about purchase in discount stores and supermarkets in the Republic of Croatia

Na maloprodajnom tržištu Republike Hrvatske prevladavaju dva maloprodajna formata: supermarketi i diskontne prodavaonice. Oba maloprodajna formata posjeduju određene sličnosti i različitosti obzirom na određena obilježja po kojima se razlikuju. Vodeći maloprodavači već dugi niz godina na hrvatskom maloprodajnom tržištu su Konzum plus i Lidl koji svojim obilježjima privlače velik broj kupaca svakog dana. Iako su supermarketi usmjereni na veću uslužnost i raznolikiji asortiman od diskontnih prodavaonica, diskonteri se ističu kvalitetnim proizvodima po izrazito niskim cijenama. Navedena obilježja privlače kupce da kupuju u supermarketima i diskontnim prodavaonicama, a pored njih postoje još neka obilježja. Istraživanje u ovom radu usmjereno je na obilježja supermarketa i diskontnih prodavaonica te na preferencije kupaca prilikom kupnje u istima.In the retail market of the Republic of Croatia, two retail formats prevail: supermarkets and discount stores. Both retail formats have certain similarities and differences due to certain features that differentiate them. The leading retailers for many years on the Croatian retail market are Konzum plus and Lidl, which attract a large number of customers with their features every day. Although supermarkets are focused on greater service and a more varied assortment than discount stores, discounters stand out with quality products at extremely low prices. The above features attract customers to purchase in supermarkets and discount stores, and there are some other features besides them. The research in this paper is focused on the characteristics of supermarkets and discount stores and on the customers preferences when purchase in them