{"id":4026,"date":"2021-05-06T11:29:19","date_gmt":"2021-05-06T11:29:19","guid":{"rendered":"https:\/\/na-ramenima-divova.com\/?p=4026"},"modified":"2022-05-10T13:05:35","modified_gmt":"2022-05-10T13:05:35","slug":"sazetak-istrazivanja-promjene-u-kupovnim-navikama-u-trgovackim-lancima","status":"publish","type":"post","link":"https:\/\/equestris.hr\/eng\/blog\/sazetak-istrazivanja-promjene-u-kupovnim-navikama-u-trgovackim-lancima\/","title":{"rendered":"[SA\u017dETAK ISTRA\u017dIVANJA] Promjene u kupovnim navikama u trgova\u010dkim lancima"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"4026\" class=\"elementor elementor-4026\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3f753a7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3f753a7\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9ecee03\" data-id=\"9ecee03\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a4d20ea elementor-widget elementor-widget-heading\" data-id=\"a4d20ea\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<p class=\"elementor-heading-title elementor-size-default\">[SA\u017dETAK ISTRA\u017dIVANJA] Promjene u kupovnim navikama u trgova\u010dkim lancima<\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e3eb8bb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e3eb8bb\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-66 elementor-top-column elementor-element elementor-element-c3f6e97\" data-id=\"c3f6e97\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-dd2c0d1 elementor-widget elementor-widget-text-editor\" data-id=\"dd2c0d1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Konzultantska i komunikacijska agencija <strong>EQUESTRIS<\/strong> je <strong>od 10. do 14. travnja 2020.<\/strong> godine provela <strong>istra\u017eivanje o promjenama u kupovnim navikama<\/strong> u u trgova\u010dkim lancima <strong>na uzorku od 600 ispitanika<\/strong> u dobi <strong>od 18 do 60 godina<\/strong>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c0ce08d elementor-align-center elementor-widget elementor-widget-button\" data-id=\"c0ce08d\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-lg\" href=\"https:\/\/equestris.hr\/eng\/istrazivanje-promjene-u-kupovnim-navikama-u-trgovackim-lancima\/\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-file-alt\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">PREUZMITE SA\u017dETAK<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2ac8e11 elementor-widget elementor-widget-image\" data-id=\"2ac8e11\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"373\" src=\"https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/namirnice-1024x373-1.jpg\" class=\"attachment-full size-full wp-image-4028\" alt=\"\" srcset=\"https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/namirnice-1024x373-1.jpg 1024w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/namirnice-1024x373-1-600x219.jpg 600w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/namirnice-1024x373-1-300x109.jpg 300w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/namirnice-1024x373-1-768x280.jpg 768w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/namirnice-1024x373-1-16x6.jpg 16w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2d1438a elementor-widget elementor-widget-text-editor\" data-id=\"2d1438a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>S obzirom na rast u online naru\u010divanju namirnica (<strong>kategorije Hrane i prehrambenih proizvoda i Raznolike ponude, proizvoda za \u010di\u0161\u0107enje i osobnu higijenu<\/strong>) koji smo vidjeli u pro\u0161lom istra\u017eivanju online kupovine, u ovom smo se istra\u017eivanju usmjerili na promjene u navikama i online i fizi\u010dke kupovine namirnica za ku\u0107anstvo tijekom epidemije koronavirusa.<\/p><p>Ispitali smo promjene u u\u010destalosti obavljanja <strong>male<\/strong> i <strong>velike<\/strong> kupovine ili ko\u0161arice (odnosno kupovine <strong>ispod<\/strong> i <strong>iznad <\/strong>200 kn). Tako\u0111er, analizirali smo i razloge prestanka, nastavka ili namjere kupovine u odre\u0111enim trgova\u010dkim lancima.<\/p><p>Pitali smo koje su mjere koje su poduzeli trgovci bile najva\u017enije ispitanicima za nastavak kupovine te usporedili potro\u0161nju online i fizi\u010dke kupovine namirnica za ku\u0107anstvo. Na kraju fokusirali smo se i na razloge za online kupovinu namirnica te koji su kriteriji odabira <strong>OPG-a<\/strong> od kojega \u0107e naru\u010divati namirnice.<\/p><p><strong>RAZLIKE IZME\u0110U MALE I VELIKE KUPOVINE<\/strong><\/p><p><strong>\u00a0<\/strong>Prema rezultatima istra\u017eivanja ispitanici <strong>veliku kupovinu<\/strong> iznad 200 kuna sada obavljaju <strong>jednom tjedno. <\/strong>Kod <strong>male kupovine <\/strong>ispod 200 kuna<strong> \u010de\u0161\u0107e obavljaju jednom tjedno<\/strong>, a <strong>malo<\/strong> <strong>rje\u0111e svakodnevno ili nekoliko puta tjedno<\/strong>.<\/p><p>Tako\u0111er, prema odgovorima ispitanika, Konzum je pokazao ve\u0107u stabilnost kod velike kupovine iznad 200 Kn i nije bilje\u017eio pad korisnika, kao \u0161to je to bio slu\u010daj kod Lidla, Kauflanda, Spara\/Interspara i Plodina. \u0160to se ti\u010de male kupovine ispod 200 kn svi su trgova\u010dki lanci, uklju\u010duju\u0107i i Konzum, bilje\u017eili pad korisnika.<\/p><p>Iako postoje razlike i specifi\u010dnosti za trgovine obuhva\u0107ene u istra\u017eivanju, kao najva\u017eniji elementi za odabir u kojoj trgovini \u0107e obavljati <strong>malu <\/strong>kupovinu isti\u010du se <strong>blizina, dostupnost proizvoda i cijena<\/strong>, dok se za obavljanje <strong>velike <\/strong>kupovine ispitanicima isti\u010du <strong>blizina, \u0161irina asortimana te omjer cijene i kvalitete. <\/strong><\/p><p>Kao naj\u010de\u0161\u0107e razloge prestanka kupovine u prija\u0161njim trgovinama ispitanici navode <strong>daljinu trgovine te gu\u017evu u trgovini<\/strong>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5a6c15a elementor-align-center elementor-widget elementor-widget-button\" data-id=\"5a6c15a\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-lg\" href=\"https:\/\/equestris.hr\/eng\/poruke-trgovackih-lanaca\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-file-alt\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">PREUZMITE SA\u017dETAK<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-27fa3ef elementor-widget elementor-widget-image\" data-id=\"27fa3ef\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"768\" height=\"630\" src=\"https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/kos\u030cara-namirnica-min-768x630-1.jpg\" class=\"attachment-full size-full wp-image-4045\" alt=\"\" srcset=\"https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/kos\u030cara-namirnica-min-768x630-1.jpg 768w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/kos\u030cara-namirnica-min-768x630-1-600x492.jpg 600w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/kos\u030cara-namirnica-min-768x630-1-300x246.jpg 300w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/kos\u030cara-namirnica-min-768x630-1-16x12.jpg 16w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6cc9d86 elementor-widget elementor-widget-text-editor\" data-id=\"6cc9d86\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>NAJVA\u017dNIJE MJERE PRILIKOM OBAVLJANJA FIZI\u010cKE KUPOVINE<\/strong><\/p><p><strong>\u00a0<\/strong>Ispitali smo koje su <strong>poduzete mjere ispitanicima najva\u017enije za osje\u0107aj sigurnosti prilikom obavljanja fizi\u010dke kupovine:<\/strong><\/p><ul><li>propisan razmak me\u0111u osobama koje kupuju (77%)<\/li><li>mogu\u0107nost dezinfekcije ruku (74%)<\/li><li>regulacija broja kupaca unutar trgovine (71%)<\/li><li>djelatnici koji koriste za\u0161titnu opremu (67%)<\/li><li>unaprijed posebno zapakirani proizvodi (54%)<\/li><li>za\u0161titno staklo na blagajnama (42%)<\/li><\/ul><p><strong>USPOREDBA POTRO\u0160NJE PRILIKOM ONLINE I FIZI\u010cKE TRGOVINE <\/strong><\/p><p>Podaci tako\u0111er pokazuju da pri usporedbi <strong>potro\u0161nje <\/strong>prilikom <strong>online kupovine i fizi\u010dke kupovine<\/strong>, 37% ispitanika tro\u0161i vi\u0161e kada fizi\u010dki obavljaju fizi\u010dku kupovinu, dok 29% ispitanika tro\u0161i vi\u0161e kada obavlja online kupovinu.<\/p><p><strong>Razlozi koje ispitanici navode kao pokreta\u010de za odluku na online kupovinu namirnica<\/strong>:<\/p><ul><li>izbjegavanja gu\u017eve (54%)<\/li><li>jednostavnosti (49%)<\/li><li>prakti\u010dnosti (48%)<\/li><li>u\u0161tede vremena (40%)<\/li><\/ul><p><strong>MODELI DOSTAVE\/PREUZIMANJA NAMIRNICA<\/strong><\/p><p>Kao model preuzimanja naru\u010denih proizvoda 73% online kupaca koristi <strong>Dostavu na vrata<\/strong>, 15% <strong>Pick-up (Drive-in)<\/strong> i 11% kombinaciju dostave na vrata i <strong>pick-up (drive-in)<\/strong>.<\/p><p><strong>NAJU\u010cINKOVITIJE PORUKE POTRO\u0160A\u010cIMA<\/strong><\/p><p><strong>Komunikacijske poruke koje su potro\u0161a\u010di ocijenili kao naju\u010dinkovitije za namjeru kupovine (Net Score <em>Purchase Intent<\/em>):<\/strong><\/p><ul><li>Cijene proizvoda nismo pove\u0107avali i nemamo namjeru pove\u0107avati. (71)<\/li><li>Za jo\u0161 sigurniju kupnju, svi na\u0161i svje\u017ei pekarski proizvodi pakiraju se u pojedina\u010dna pakiranja. (69)<\/li><li>Redovito odr\u017eavamo higijenu svih kolica i ko\u0161ara za kupnju. (69)<\/li><li>Pozivamo na suradnju sve doma\u0107e proizvo\u0111a\u010de koji mogu i \u017eele plasirati svoje poljoprivredne proizvode u na\u0161oj prodajnoj mre\u017ei. (68)<\/li><li>U svim na\u0161im trgovinama postavili smo sredstva za dezinfekciju ruku. (63)<\/li><\/ul><p><strong>NARU\u010cIVANJE NAMIRNICE OD OPG-A<\/strong><\/p><p><strong>\u00a0<\/strong>Prema podacima 30% ispitanika je koristilo naru\u010divanje namirnica od OPG-a.<\/p><p><strong>\u00a0<\/strong><strong>Kriteriji odabira naru\u010divanja namirnica od OPG-a:<\/strong><\/p><ul><li>Kvaliteta proizvoda (78%)<\/li><li>Cijena proizvoda (54%)<\/li><li>Dostupnost proizvoda (49%)<\/li><li>Brzina dostave (26%)<\/li><\/ul><p><strong>\u0160to su naru\u010divali:<\/strong><\/p><ul><li>Svje\u017ee povr\u0107e (70%)<\/li><li>Svje\u017ee vo\u0107e (44%)<\/li><li>Jaja (44%)<\/li><li>Mlije\u010dne proizvode (31%)<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4efb373 elementor-widget elementor-widget-text-editor\" data-id=\"4efb373\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Autor: <a href=\"https:\/\/equestris.hr\/eng\/o-nama\/tim\/\" rel=\"noopener noreferrer\">The EQUESTRIS Team<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fdbff50 elementor-widget elementor-widget-heading\" data-id=\"fdbff50\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<p class=\"elementor-heading-title elementor-size-default\">CONTACT US!<\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-66b9d17 eael-gravity-form-button-custom elementor-widget elementor-widget-eael-gravity-form\" data-id=\"66b9d17\" data-element_type=\"widget\" data-widget_type=\"eael-gravity-form.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"eael-contact-form eael-gravity-form placeholder-hide eael-contact-form-align-left\">\n\t\t        <script>\nvar 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