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13.
Spletno nakupovanje živil: segmentacija porabnikov na slovenskem trgu : magistrsko delo
Peurača, Anja
V praksi živila običajno kupujemo v fizičnih trgovinah, kjer imamo kot porabniki možnost, da se pred nakupom sami v živo prepričamo o ustreznosti iskanega izdelka. V zadnjem obdobju pa imamo možnost, ...da živila kupimo tudi preko spleta. Pregled literature kaže, da obstaja kar nekaj ključnih razlogov, zakaj se porabniki odločajo za spletno nakupovanje in tudi spletno nakupovanje živil, vendar so študije, ki ponujajo vpogled v različne segmente porabnikov, ki opravljajo nakupe preko spleta, bolj redke. V magistrski nalogi želim zato odgovoriti na naslednje raziskovalno vprašanje: kdo oz. kakšni so slovenski porabniki, ki kupujejo živila preko spleta, in na kaj morajo biti trgovci na področju spletnega nakupovanja pozorni, ko oblikujejo segmente porabnikov, ki jih želijo nagovoriti. Za proučitev raziskovalnega vprašanja sem izvedla opisne oz. deskriptivne raziskave, za katere so značilni kvantitativni raziskovalni pristopi. Za lažje oblikovanje vprašanj za anketo sem izvedla tudi fokusno skupino s posamezniki, ki so že prakticirali vsaj eno obliko spletnega nakupovanja. Analiza rezultatov raziskave je pokazala, da obstajajo trije segmenti porabnikov – nevtralci, tradicionalni kupci, spletni navdušenci.
Type of material - master's thesis
; adult, serious
Publication and manufacture - Ljubljana : [A. Peurača], 2023
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