Uloga shoppinga u svakodnevici - primjer Westgate Shopping Cityja

master's thesis

• Title (english): The Role of Shopping in Everyday Life - Case Study of Westgate Shopping City
• Author: Eduard Petranović
• Mentor: Gordana Vilović (mentor)
• Committee member: Gordana Vilović (predsjednik povjerenstva)
• Committee member: Marina Mučalo (član povjerenstva)
• Committee member: Dunja Majstorović Jedovnicki (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2020-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Shoppingiranje, odnosno postupak pregledavanja i / ili kupnje predmeta u zamjenu za novac, neizostavan je dio svakodnevice koja u svakome izaziva određenu emociju, bilo da je ona pozitivna, negativna, ili neprimjetna. Većina shoppinga danas se obavlja unutar velikih shopping centara te su se centri okrenuli strategiji što duljeg zadržavanja posjetitelja unutar centra kako bi im stigli ponuditi što više različite ponude. Za zadržavanje posjetitelja unutar centra, neki su se okrenuli jačanju dodatnog sadržaja centra. Perjanica takve biznis, PR i marketing strategije u Hrvatskoj jest upravo Westgate Shopping City, u kojem je provedeno anketno istraživanje o shoppingu u svakodnevici i potrazi za uzročno-posljedičnim vezama između shoppinga i raspoloženja kupaca. Anketni upitnik ispunilo je 173 ispitanika, različitih dobnih i spolnih karakteristika koji su odgovorili na sva postavljena pitanja vezana uz shopping, s primjerom Westgate Shopping Cityja unutar kojeg je i provedeno istraživanje.
Analizom provedenog anketnog ispitivanja može se iščitati povezanost ljudskih reakcija i samog čina shoppinga, a može se i dobiti obrasce koji opisuju kupce koji redovito dolazi u Westgate Shopping City, što u kupovinu, što zbog nekih drugih pobuda i potreba. Ono što će vrlo vjerojatno promijeniti dosadašnju praksu shoppingiranja, ali i ponude i potražnje unutar samih shopping centara, jest post-korona razdoblje u kojem će se uzdrmati brojne ustaljene i godinama poboljšavane prakse i strategije poslovanja shopping centara.

Abstract (english)

Shopping, ie the process of reviewing and / or buying items in exchange for money, is an indispensable part of everyday life that causes a certain emotion in everyone, whether it is positive, negative, or imperceptible. Most of the shopping today is done within large shopping centers, and the centers have turned to the strategy of keeping visitors within the center for as long as possible in order to be able to offer them as many different offers as possible. To keep visitors within the center, some have turned to strengthening the additional content of the center. The flagship of such a business, PR and marketing strategy in Croatia is Westgate Shopping City, which conducted a survey on shopping in everyday life and the search for cause-and-effect relationships between shopping and customer mood. The survey questionnaire was completed by 173 respondents, of different age and gender characteristics, who answered all questions related to shopping, with the example of Westgate Shopping City, within which the survey was conducted.
The analysis of the survey can be used to read the connection between human reactions and the act of shopping, and it is possible to obtain forms that describe customers who regularily come to Westgate Shopping City, both for shopping and for some other motives and needs. What is very likeable to change the current practice of shopping, is a post-corona period. Many years of improved practices and business strategies of shopping centers will be shaken.

• Keywords: shopping; Westgate Shopping City; anketa; kupac; svakodnevica; shopping centar; koronavirus
• Keywords (english): shopping; Westgate Shopping City; survey; customer; everyday life; shopping center; coronavirus
• Language: croatian
• URN:NBN: urn:nbn:hr:114:198578
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2020-10-29 14:20:40