Effect Of Upselling And Cross-Selling Strategies On Consumer Behavior In The Online Clothing Industry In Case Of Female Generation Z In Bosnia And Herzegovina

Tesanovic Marija (2025) Effect Of Upselling And Cross-Selling Strategies On Consumer Behavior In The Online Clothing Industry In Case Of Female Generation Z In Bosnia And Herzegovina. Külkereskedelmi Kar.

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Absztrakt (kivonat)

This research focuses on the clothing industry and explores its influence on online purchasing behavior. More specifically, the aim of the study is to examine how marketing strategies, highlighting upselling and cross-selling techniques, impact online purchasing behavior among female Generation Z consumers in Bosnia and Herzegovina. The research will be guided by the following research questions:What is the effect of online cross-selling techniques on female Generation Z in the clothing industry in Bosnia and Herzegovina?What is the effect of online up-selling techniques on female Generation Z in the clothing industry in Bosnia and Herzegovina? The rapid growth of e-commerce has transformed consumer purchasing behavior, with upselling and cross-selling being key strategies used to maximize sales and to improve customer satisfaction. The findings of this research will provide insights into the influence of these strategies in shaping consumer behavior of Generation Z females towards online purchasing in Bosnia and Herzegovina, particularly in the clothing industry. In addition to that, it is essential for businesses to understand effectiveness of these strategies, so they are able to adapt their promotions and to achieve more successful business in the future.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Marketing Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Nemzetközi gazdálkodás

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Bosznia-Hercegovina, business marketing, Consumer behavior, e-marketing - elektronikus marketing, elektronikus vásárlás - online vásárlás, fogyasztói magatartás, ruhaipar, Z generáció
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Okt. 27. 14:23
Utolsó módosítás:	2025. Okt. 27. 14:23

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