engleski

Customers' opinion and reception of innovation in retail market in Croatia

Driven by innovation and concentration processes, large retailers in Croatia apply many innovations in order to improve and maintain their competitive advantage. Application of innovation in retailing is oriented towards satisfaction of consumers’ needs and towards improving consumers’ loyalty. This paper gives insights into the concept and appearance of innovations in Croatian retailing market together with the perception of consumers towards applied innovation in retailing market. The focus of the paper is put to the innovations in Croatian retailing market. Then the primary research results are discussed based on analysis of survey results on retail customers using innovation in their everyday life.

retailing, innovations, globalization, Croatia, retail industry, consumers

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