Abstract | Iako je za većinu kupaca kupovno iskustvo deklarativno funkcionalni čin zadovoljenja potreba,
kupovina je puno više. U okruženju u kojemu se osjeća zadovoljno, smireno i sigurno, što ovisi
o trgovcu, potrošač će znatiželjno i neopterećeno pristupiti kupovini i iz nje iznijeti emocionalni
doživljaj kojim će se vezati za maloprodavača. On je pozitivna posljedica potrošačkog impulsa,
iznenadnog poticaja koji se manifestira u spontanoj, neplaniranoj kupnji, svojstvenoj za veliku
većinu potrošača. Preduvjet je ostvarenju impulsne prodaje layout prodavaonice. Menadžment
upravljanja prostorom posložio je fizičke elemente, nositelje robnog asortimana, raspoređenoga
po isplaniranim odjelima i kategorijama proizvoda ponuđenih kupcima, i tako modelirao layout.
Razlikovni se oblici layouta najbolje mogu uočiti tlorisnim prikazom i komplementarni su tipu
prodajnoga objekta, raspoloživoj površini i vrsti asortimana.
Marketinški su stručnjaci utvrdili tijesnu povezanost impulsne, neplanirane kupnje s ozračjem
prodavaonice, stvorenim kombinacijom glazbe, mirisa, boja, klime, prostornog dizajna i drugih
alata kojima se pozornost kupca usmjerava na posebne ponude.
Spajanjem teorijskih znanja i potrošačkih iskustava pokazalo se da fizička obilježja prodajnoga
mjesta zaista oblikuju kupovni proces, paralelno zadovoljavajući potrebe potrošača i prodavača.
Varijable s najučestalijim vrijednostima dokazuju već poznate stavove i prakse maloprodajnih
kupaca i potvrđuju spoznaje o obrascima njihova ponašanja, svojstvima i ulozi layout formata.
Prikladnim ozračjem i ambijentom za duži i ugodniji potrošačev boravak na prodajnome mjestu
stvara se lojalnost prodavaču koji stječe konkurentnost te počinje uživati dugoročno povjerenje
kupca. |
Abstract (english) | Shopping is more than just a practical way to fulfill needs, as most people perceive it. Customers
shop with curiosity and lightness when they feel content, at ease, and safe in their surroundings.
As a result, a strong emotional connection forms between the customer and the retailer, a
positive outcome of the impulsive buying habit that many consumers have, which often leads
to unexpected purchases. A well-thought-out store layout is especially necessary to encourage
impulsive buying. By allocating the physical components hosting the product selection across
designated divisions and product categories, space management created the layout. The floor
plans display the features of the design that are unique to the product line, sales location, and
available space.
Previous research has found a link between client intents and the store's interior and ambiance,
which are influenced by such aspects as music, fragrances, colors, climate, interior design, and
tools that direct customer attention to special discounts. This study shows how these related
factors might impact customers' decisions to shop there.
It has been demonstrated through the integration of academic knowledge and consumer
experiences that the physical elements of the sales point shape the purchasing process while
also meeting the needs of both consumers and sellers. The primary purpose is to ensure
customer satisfaction. By monitoring what most shoppers believe and do during empirical
research, we may obtain a comprehensive picture of how individuals behave, their attributes,
and how store layout influences them. Finally, creating a welcoming atmosphere at the sales
location may entice customers to stay longer and shop. Consumers may become more loyal to
the retailer, enhancing its competitiveness, and building long-term trust. |