engleski

CUSTOMER PERCEPTION AND ATTITUDE TOWARDS INNOVATIONS IN CROATIAN RETAIL MARKET

Retail is a business that requires a high level of interaction with the clients that it serves. The attitudes and behavior of customers are affected and influenced by the competition, which means that the performance of retail innovation depends on the degree of usefulness that it entails for the customer, but also for the retailers. Croatian retailing is in line with European trends, trying as effectively as possible to respond to the wishes and needs of customers. Many major retailers have invested in a wide range of technologies that help them in the procurement of goods, transport, planning and organizing trade, sales and after sales. Customers use innovation for a variety of motives and reasons, but mainly due to increase efficiency of their purchase and life. The aim of this research is to find out if consumers in Croatia are aware of retailer’s efforts in meeting their needs. Through this research we are trying to figure out why and how are customers using innovations as well as what are the innovations in the Croatian retail that are used the most, and which are unduly neglected.

customer perception; innovation; Croatian retail market

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