prikaz prve stranice dokumenta Effective Omnichannel Marketing: An Analysis of Consumer Behavior and Preferences - With Focus on Croatian and American Consumers
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undergraduate thesis
Effective Omnichannel Marketing: An Analysis of Consumer Behavior and Preferences - With Focus on Croatian and American Consumers
2021. urn:nbn:hr:192:702802
Pavlović, Maya
University of Rijeka
Faculty of Economics and Business

Cite this document

Pavlović, M. (2021). Effective Omnichannel Marketing: An Analysis of Consumer Behavior and Preferences - With Focus on Croatian and American Consumers (Undergraduate thesis). Rijeka: University of Rijeka, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:192:702802

Pavlović, Maya. "Effective Omnichannel Marketing: An Analysis of Consumer Behavior and Preferences - With Focus on Croatian and American Consumers." Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, 2021. https://urn.nsk.hr/urn:nbn:hr:192:702802

Pavlović, Maya. "Effective Omnichannel Marketing: An Analysis of Consumer Behavior and Preferences - With Focus on Croatian and American Consumers." Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, 2021. https://urn.nsk.hr/urn:nbn:hr:192:702802

Pavlović, M. (2021). 'Effective Omnichannel Marketing: An Analysis of Consumer Behavior and Preferences - With Focus on Croatian and American Consumers', Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, accessed 23 January 2025, https://urn.nsk.hr/urn:nbn:hr:192:702802

Pavlović M. Effective Omnichannel Marketing: An Analysis of Consumer Behavior and Preferences - With Focus on Croatian and American Consumers [Undergraduate thesis]. Rijeka: University of Rijeka, Faculty of Economics and Business; 2021 [cited 2025 January 23] Available at: https://urn.nsk.hr/urn:nbn:hr:192:702802

M. Pavlović, "Effective Omnichannel Marketing: An Analysis of Consumer Behavior and Preferences - With Focus on Croatian and American Consumers", Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, Rijeka, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:192:702802

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Metadata
TitleEffective Omnichannel Marketing: An Analysis of Consumer Behavior and Preferences - With Focus on Croatian and American Consumers
Title (croatian)Efektivan omnichannel marketing: Analiza ponašanja potrošača i njihovih preferencija sa fokusom na hrvatske i američke potrošače
AuthorMaya Pavlović
MentorJasmina Dlačić (mentor)
GranterUniversity of Rijeka
Faculty of Economics and Business
Rijeka
Defense date and country2021-09-12, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
This thesis examines the existence of an omnichannel approach among Croatian and American marketplaces and investigates what specific differences appear between the two groups of consumers, in the case of recognizing and adapting to omnichanneling and its characteristics. Throughout the transition from traditional marketing to modern, many new customer touchpoints and purchase channels have emerged, creating a new standard for an omnichannel marketplace in today’s business world. This thesis provides a thorough analysis of both the remote and online marketplace with the assistance of previous research, through a detailed online survey distributed to American and Croatian consumers. The results of the survey show an overall larger consumer preference and higher grades of American consumers towards omnichannels, in comparison to Croatian respondents. Along with that, American consumers substantiate to be classified in the top category of modern consumer types, which may also tie in with their standing reliance and desire for an omnichannel experience. Meanwhile, the Croatian omnichannel marketplace proves to be in the beginning phases of an omnichannel evolution.
Keywords
Languageenglish
URN:NBNurn:nbn:hr:192:702802
Study programmeTitle: Business economics; specializations in: International Business (held in English)
Course: International Business (held in English)
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsClosed access
Terms of useLicence In copyright icon
Created on2021-11-29 18:13:02