RETAIL STRUCTURE AND SPATIAL DISTRIBUTION IN DOWNTOWN ZAGRE

Predmet ovoga rada jest analiza maloprodajne strukture i prostornoga rasporeda maloprodajnih kapaciteta u centru grada Zagreba. U uvodu je objašnjena važnost analize strukture i planiranja razvoja trgovine na malo s prostornoga aspekta. Pregledom postojećih istraživanja utvrđeno je kako ne postoje dovoljna saznanja o strukturi i prostornome rasporedu maloprodajnih kapaciteta u glavnome gradu Republike Hrvatske. Stoga je provedeno terensko istraživanje, skeniranje i popisivanje maloprodajnih kapaciteta u užem centru grada Zagreba (Ilica, Trg bana Josipa Jelačića, Cvjetni trg…) te empirijsko istraživanje kojim se ispitalo zadovoljstvo stanovnika grada Zagreba brojem i vrstama prodavaonica na istom prostoru. Temeljem rezultata terenskoga istraživanja i geolociranja prodavaonica, zaključuje se da su u užem centru grada pretežno smještene prodavaonice neprehrambenim proizvodima, ponajviše prodavaonice odjećom i obućom. Rezultati empirijskoga istraživanja upućuju na nezadovoljstvo ispitanika postojećom strukturom, jer ista u potpunosti ne zadovoljava njihove potrebe. Znanstveni doprinos ovoga rada ogleda se u boljem razumijevanju želja, potreba i očekivanja potrošača u pogledu maloprodajne strukture u centru grada. Analizom postojeće maloprodajne strukture i zadovoljstva potrošača istom, zaključuje se da je potrebna prilagodba maloprodajne strukture. Rad direktno adresira i nužnu potrebu za dugoročnim urbanističkim planiranjem maloprodajne strukture. Rezultati istraživanja mogu pomoći menadžerima maloprodaje prilikom donošenja strateških odluka, kao što je i odluka o odabiru lokacije prodavaonice.The purpose of this paper is to analyse retail structure and spatial distribution of retail formats in downtown Zagreb. The introduction explains the importance of retail structure analysis and retail development planning from the spatial aspect. Overview of prior research identified insufficient information on retail structure and spatial distribution of retail formats in Zagreb, capital city of Croatia. Consequently, two researches have been conducted: field research, scanning and listing of retail capacities in downtown Zagreb (Ilica Street, Ban Jelačić Square, Flower Square, etc...) and empirical research on citizen satisfaction with retail store quantity and variety in downtown Zagreb. Field research results and retail store geolocation show that stores that don’t sell foodstuff, namely clothing and shoe retail stores, are prevalent in downtown Zagreb. Empirical research results show that research respondents are not satisfied with present retail structure, because it does not completely meet their needs. Scientific contribution of this paper is in better understanding of customer desires, needs and expectations regarding retail structure in the city centre. The analysis of current retail structure and customer satisfaction with it leads to conclusion that retail structure adjustment is essential. The paper directly addresses the necessary need for a long-term retail town planning in the city centre. Research results can also help retail managers make strategic decisions, such as decisions about retail location