ULOGA AMBALAŽE U PERCEPCIJI SIGURNOSTI PRIVATNIH I PROIZVOĐAČKIH MAR

master's thesis

• Title (english): THE ROLE OF PACKAGING IN THE PERCEPTION OF PRIVATE LABEL AND MANUFACTURER BRANDS SAFETY IN THE COSMETICS CATEGORY
• Author: Tamara Štefanec
• Mentor: Sandra Horvat (mentor)
• Committee member: Zoran Krupka (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2020-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Kozmetički proizvodi jedna su od najprodavanijih kategorija proizvoda u svijetu. Štetnost tih proizvoda kako za pojedince tako i za okoliš isto tako je jedna od važnijih tema o kojoj se ne zna mnogo, te je upravo zbog toga važno u što većoj mjeri potrošačima pružiti valjane informacije o proizvodima koje koriste za svoju kožu. Koliko su potrošači informirani o proizvodu, nažalost i dalje u najvećoj mjeri ovisi o samoj potrošačevoj spremnosti da izdvoji svoje vrijeme i informira se o koristima i mogućoj štetnosti proizvoda čiji je korisnik. Kako bi marke mogle privući što više potrošača bitno je uočavati promjene ponašanja potrošača na tržištu. U radu je opisano koliko je potrošačima bitna ambalaža, odnosno informacije koje ambalaža sadržava te kako ona utječe na percepciju sigurnosti proizvoda te postoji li razlika između percipirane sigurnosti privatnih marki naspram proizvođačkih marki. U radu je napravljena analiza u kojoj su se ispitanici izjasnili što im je i u kojoj mjeri važno za odabir kozmetičkih proizvoda, te kolika je uopće njihova trenutna razina znanja o sigurnosti proizvoda koje koriste. Ispitanicima je najvažnija cijena proizvoda, a razina znanja o oznakama što znače je zadovoljavajuća. Provedenim istraživanjem u odabranom uzorku pokazalo se da su ispitanici spremni izdvojiti više novca za proizvod koji je sigurniji te bi također kupovali više proizvoda koji napravljeni na prirodnoj bazi ukoliko bi imali pristupačnije cijene. Ispitivanjem se pokazalo da ispitanici više kupuju proizvođačke marke, ali da kupci privatnih marki pozitivnije ocjenjuju informacije koje su im pružene na ambalaži o sigurnosti proizvoda od ispitanika koji koriste proizvođačke marke.

Abstract (english)

Cosmetic products are one of the best-selling product categories in the world. The harmfulness of these products for both individuals and the environment is also one of the most important topics about which not much is known, and that is why it is important to provide consumers with valid information about the products they use for their skin. How much consumers are informed about the product, unfortunately, still depends on the consumer's willingness to set aside their time and be informed about the benefits and possible harms of the product they use. In order to attract as many consumers as possible, it is important for brands to notice changes in consumer behavior in the market. The paper describes how important packaging is to consumers, ie the information that packaging contains and how it affects the perception of product safety and whether there is a difference between the perceived safety of private labels compared to manufacturer's brands. The paper presents an analysis in which the respondents stated what is important to them and to what extent for the selection of cosmetic products, and what is their current level of knowledge about the safety of the products they use. The most important thing for the respondents is the price of the product, and the level of knowledge about the labels that they mean is satisfactory. Research conducted in a selected sample showed that respondents are willing to spend more money on a product that is safer and would also buy more products made on a natural basis if they had more affordable prices. The survey showed that more respondents buys manufacturer brands, but also that buyers of private labels are more positive about the information provided on the packaging on product safety than respondents who use manufacturer brands.

• Keywords: privatne marke; proizvođačke marke; ponašanje potrošača; percepcija; sigurnost; ambalaža; cijena
• Keywords (english): private labels; manufacturer brands; consumer behavior; perception; safety; packaging; price
• Language: croatian
• URN:NBN: urn:nbn:hr:148:609681
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-09-30 12:19:30