Uticaj broja maloprodajnih objekata na tržišno učešće maloprodajnih brendova robe široke potrošnje

Abstract

U radu su prikazani rezultati istraživanja uticaja brendova maloprodajnih brendova robe široke potrošnje na tržišno učešće koje imaju u Srbiji. Konkretno, istraživanje obuhvata uticaj maloprodajnog formata na rast ili pad tržišnog učešća. Podaci su dobijeni istraživanjem tržišta maloprodaje robe široke potrošnje na internetu i rezultatima istraživanja koje je uradila agencije GFK. U istraživanju je korišćena metoda statističke obrade podataka putem metode deskriptivne statistike. Istraživanjem se pokazalo da srpsko tržište maloprodaje je još uvek nedovoljno razvijeno, a da najsnažniji uticaj na tržišno učešće trgovinskih lanaca maloprodaje robe široke potrošnje ima veličina maloprodajne mreže, kao i da je prisutna snažna dominacija tradicionalne trgovine u odnosu na organizovanu. Tržištu maloprodaje u Srbiji predstoji dug period konsolidacije i zauzimanje statusa kakav organizovana trgovina, odnosno TOP 10 trgovinskih lanaca ima u najrazvijenijim zemljama sveta. Tržišno učešće TOP 10 trgovinskih lanaca u Srbiji je danas na nivou koji je tek nešto veći od 30%, dok oni u razvijenim tržišnim privredama imaju tržišni udeo koji se kreće čak i do 75%.

The paper presents the research results of effects of retail brands of consumer goods on the market share they have in Serbia. In particular, the research includes the impact of the retail format on the growth or decrease in market share. The data were obtained from market retailing research of consumer goods on the Internet and the research carried out by the GFK agency. The study used a statistical method of data processing by the method of descriptive statistics. The survey showed that the Serbian retail market is still underdeveloped, and that the strongest impact on the market share of retail chain stores of consumer goods has the size of the retail network, as well as a strong dominance of traditional trade in comparison to organized one. The retail market in Serbia has a long period of consolidation forthcoming and also taking over such a status that organized trades or TOP 10 retail chains have already had in the most developed countries. The market share of TOP 10 retail chains in Serbia is now at the level slightly bigger than 30%, while those in developed market economies have a market share moving up to 75%.