Parduotuvių tinklų konkurencija

Collection:
Mokslo publikacijos / Scientific publications
Document Type:
Knygos dalis / Part of the book
Language:
Lietuvių kalba / Lithuanian
Title:
Parduotuvių tinklų konkurencija
Alternative Title:
Competition among multiple retailers : customer's attitude
Keywords:
LT
Tinklų konkurencija; Konkurentų analizė; Pirkėjų požiūris
EN
Multiple retailers; Analysis of competitors; Customers' atitude
Summary / Abstract:

LTKonferencijos pranešime trumpai aptariama konkurentų analizės svarba mažmeninės prekybos įmonės veikloje. Pateikiama tyrimo, kuriame nagrinėjami parduotuvių tinklų konkurencijos klausimai, metodika bei hipotezės. Didžiausias dėmesys pranešime skiriamas tyrimo rezultatų, atskleidžiančių parduotuvių tinklų pirkėjų elgsenos ypatumus renkantis parduotuvę, nurodančių populiarius pirkėjų tarpe parduotuvių tinklus, pateikiančių pirkėjų požiūrį į tai, kokie parduotuvių tinklai konkuruoja tarpusavyje dėl tų pačių pirkėjų, nagrinėjimui. Pranešimo pabaigoje pateikiamos išvados ir nurodomos galimos tolimesnių tyrimų kryptys. [Iš leidinio]

ENThe conference paper analyzes issues of competition among multiple retailers, which are still poorly discussed in scientific publications, while multiple relaters’ role in Lithuania retail trade system rapidly increases. The aim of the paper is to present results of the research of competition among multiple retailers operating in Lithuania and selling food and various non-food products. The research consistent of deepened interviews with customers of chains of stores and survey, which was a part of National Omnibus survey. Results of the research revealed that Lithuanian customers are not loyal to just one multiple retailer. Most of customers have several favourite stores, where they shop frequently. The research results also showed that the most popular chains of stores selling food and various non-food products are Saulute, Norfa, Iki, and Maxima and that in customer’s opinion about those chain stores is favourable. Finally, the research results revealed that both chain stores of the same format and of different format completes for the same segments of customers. There are favourable implications for further research. First, the same research could be related, but analyzing other format chain stores for widening knowledge about competition of multiple retailers. Second, further research could analyze, why most of multiple retailers’ customers have several favourite chain stores. This could help understand customer’s behaviour and motivation better. Third, further research could analyze reasons of popularity of several chain stores for revealing possibilities to strengthen customers’ loyalty.

Permalink:
https://www.lituanistika.lt/content/1125
Updated:
2013-04-28 15:25:48
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