Naslov
Internet as an additional distribution channel in Croatian FMCG market

Autori
Brčić-Stipčević, Vesna ; Guszak, Irena ; Sopta, Martina

Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni

Knjiga
International Consumer Behavior: A Mosaic of Eclectic Perspectives

Urednik/ci
Kaufman, Hans-Rüdiger

Izdavač
Accent Press

Godina
2011

Raspon stranica
496-508

ISBN
978-0-9562471-3-1

Ključne riječi
Retail strategies, Multichannel retailing, Internet sales, FMCG, Croatia

Sažetak
Trends of internationalization and concentration, as well as small product differentiation, induce fierce competition in Croatian Fast Moving Consumer Goods (FMCG) retail market. Retailers chose different strategies to compete and some of them choose multichannel retailing as their growth strategy and introduced electronic channels. The main purpose of this paper is to analyze effects of multichannel strategy for both retailers and consumers. The paper investigates how Internet as an additional channel affects total sales of retailers and how consumers react to FMCG web stores. On retailers’ side, authors analyzed shares of Internet sales in total sales, using examples of two market leaders, Konzum and Tisak. On consumers’ side, empirical research asked consumers about their habits of purchasing FMCG products online. An online survey was conducted among a sample of postgraduate students and postgraduates. The paper presumed that the additional distribution channel increased the overall sales revenues and it did not avert the demand away from existing distribution channels. However, research results indicated that Internet sales are still modes, but introduction of Internet as an additional distribution channel has other significant effects. Findings on frequency, average value and type of purchase from the exploratory research of customers support the proposition that web shops did not avert demand for FMCG products away from in-store channels.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

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