Nepovjerljivi Hrvati

Bez obzira na povećanje internet prodaje u svijetu, Hrvatska je još uvijek pri dnu sudeći prema postotku broja kupaca koji se odlučuje na takvu vrstu kupnje, prema izvještaju NPR Consulting.

Istraživanje koje je provela agencija TELUM marketing upućuje da više od polovice ispitanika koji obavljaju online kupovinu koristi svoje pametne telefone s ciljem prikupljanja dodatnih informacija o proizvodu kojeg traže. Koriste ih za uspoređivanje cijena s konkurentskim proizvodima. Cilj je naravno pronalaženje proizvoda koji odgovara kvalitetom ali je cjenovno dostupniji. Iz ovog istraživanja možemo zaključiti da je utjecaj interneta pri online kupovini velik.

Zanimljiva je činjenica da se pri kupnji nalazimo na dnu ljestvice europskih standarda, iako se broj korisnika penje iz godine u godinu. Vrh ljestvice zauzimaju stanovnici Velike Britanije.

Ako se uspoređuju postotci ljudi koji prije kupnje istražuju

internet:https://www.vecernji.hr/biznis/u-rh-78-korisnika-prije-kupnje-istrazuje-na-internetu-no-samo-ih-19-kupuje-preko-interneta-966768 – www.vecernji.hr, Hrvati zauzimaju vrh europske ljestvice. Taj je rezultat utjecao na visoku poziciju Hrvatske u usporedbi s ostalim zemljama koje su obuhvaćene istraživanjem.

Kupcima nije žao vremena provedenoga u istraživanju povoljnijih ponuda, a standardni prodavači bi trebali poraditi na metodama zadržavanja kupaca. Jedna od najgorih opcija, a kojoj mnogi Hrvati pribjegavaju je razgledavanje i isprobavanje artikala, a na pravu kupnju se odlučuju kompletirati u online dućanima.

Istraživanjem je utvrđeno da je kvalitetno komuniciranje između prodavača i kupaca najpouzdaniji način izbjegavanja da se kupci informiraju na jednom mjestu a kupnju izvrše na drugom.

Komuniciranje između prodavača i kupaca u Velikoj Britaniji je na višoj razini pa kupci nemaju potrebu dodatno sami istražiti proizvode. U Hrvatskoj razina povjerenja nije na tom stupnju, što pokazuje potreba da se pouzdaju na vlastito pronalaženje dodatnih informacija.

Internet marketing je ključan faktor u svakodnevnoj komunikaciji na relaciji kupac – prodavač, i ima golem utjecaj na odluku kupca o konačnoj kupovini.

Kupci istražuju internet u potrazi za najboljom ponudom, više vjeruju vlastitom istraživanju nego prodavačima, što upućuje na još neizgrađeno povjerenje između kupca i prodavača.

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