Merenje dostupnosti proizvoda svakodnevne potrošnje
Sažetak
Sa tehnološkim razvojem i procesom globalizacije, povećava se i informisanost kupaca. U takvim uslovima, kupci postaju sve zahtevniji, očekujući od maloprodavaca da im ponude pravi proizvod, u pravo vreme i na pravom mestu. Iz toga proizilazi i jedan od osnovnih zadataka maloprodavaca koji se ogleda u obezbeđivanju adekvatnog nivoa dostupnosti proizvoda u maloprodajnim objektima. U cilju sprečavanja nedostatka zaliha, posebnu pažnju treba posvetiti njegovom identifikovanju i merenju. Na taj način, stvara se osnova za preduzimanje različitih mera povećanja dostupnosti proizvoda, što se pozitivno odražava na prodaju i konkurentnost maloprodajnog preduzeća. S tim u vezi, u radu smo, pored teorijskog razmatranja dostupnosti proizvoda u maloprodaji, predstavili i osnovne metode njenog merenja. Takođe, na uzorku od 6 kategorija proizvoda svakodnevne potrošnje primenili smo metodu zasnovanu na analizi POS podataka. Pored identifikovanja stopa nedostatka zaliha, potvrdili smo i rezultate drugih studija da se dostupnost proizvoda razlikuje među različitim kategorijama i maloprodajnim objektima.
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