ODNOS POTROŠAČA PREMA TRGOVINSKIM MARKAMA KAO IZVOR NJIHOVE LOJALNOSTI
DOI:
https://doi.org/10.46793/GlasnikDN18.1.197NKljučne reči:
potrošači, trgovinska marka, lojalnost potrošača, trgovinski lanci, program lojalnosti, efektiApstrakt
Lojalnost potrošača je jedan od osnovnih elemenata na kojima se zasniva uspešnost trgovinskih lanaca na savremenim tržištima. Trgovinske marke predstavljaju jedan od načina na koji se kompanije koje se bave maloprodajom koriste za jačanje lojalnosti njihovih potrošača. Predmet obavljenog istraživanja je analiza odnosa koji potrošači različitih životnih dobi imaju prema trgovinskim markama i korišćenje ovog odnosa za stvaranje i jačanje njihove lojalnosti prema trgovinskim lancima. Akcenat u istraživanju je stavljen na ulogu koju životna dob potrošača ima na njihov odnos prema trgovinskim markama. Istraživanje ima za cilj da prikaže stepen u kom trgovinske marke mogu predstavljati izvor lojalnosti različitih grupa potrošača prema trgovinskim lancima. Rezultati istraživanja koje je sprovedeno na uzorku od 311 ispitanika ukazuju na to da odnos koji potrošači imaju prema trgovinskim markama ima značajan uticaj na njihovu lojalnost prema trgovinskim lancima koji su njihovi vlasnici. Najpozitivniji odnos prema trgrovinskim markama imaju ispitanici starosti od 46 do 65 godina. Najveći nivo lojalnosti prema trgovinskim lancima, na osnovu odnosa koji imaju prema njihovim trgovinskim markama, iskazuju osobe koje su starije od 65 godina.
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