Čimbenici utjecaja na namjeru kupnje ekoloških prehrambenih proizvoda trgovačke marke

master's thesis

• Title (english): Factors influencing the purchase intention of private label organic food products
• Author: Mateja Salopek
• Mentor: Kristina Petljak (mentor); MBZ: 303282
• Committee member: Sanda Soucie (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2021-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Trgovačke marke, ili još i privatne marke, marke distributera, postale su potrošački fenomen među potrošačima, ali i među istraživačima tržišta. Inicijalno su one slovile kao proizvodi niske cijene i niske kvalitete te kao proizvodi koji su nužno kupovani tijekom recesijskih godina. Danas se trgovačke marke najčešće promatraju kroz perspektivu potrošačevog ponašanja i spremnosti na kupnju, kroz njihov utjecaj na imidž prodavaonice te čimbenike na kojima ove marke temelje svoj uspjeh. Ekološki prehrambeni proizvodi postaju sve važniji dio prehrambenog lanca kojim se pospješuje održivi razvoj. U radu se definira teorija ponašanja potrošača i namjera kupnje te koji su to vanjski i unutarnji faktori koji djeluju na potrošača tokom procesa kupnje. Kategorija ekološkog prehrambenog proizvoda trgovačke marke još je nedovoljno istražena obzirom da je to relativno nova pojava na tržištu, pa je cilj rada istražiti koji su to čimbenici koji imaju najveći utjecaj na namjeru kupnje određenog ekološkog prehrambenog proizvoda trgovačke marke. Kao instrument istraživačkog dijela rada korišten je online anketni upitnik kojim smo dobili pouzdanu podlogu za donošenje zaključaka na temu ekoloških prehrambenih proizvoda trgovačke marke, ali i za daljnje istraživanje u svrhu stvaranja kvantitativnih smjernica za uvođenje i poboljšanje strategije trgovačkih maraka poduzeća čiji je to sastavni dio poslovanja ili koji se žele uvrstiti na tržište trgovačkih maraka.

Abstract (english)

Private labels, or distributor brands, have become a consumer phenomenon among consumers, but also among market researchers. Initially, they were known as products of low price and low quality, and as products that were necessarily bought during the recession years. Today, private labels are most often studied through the perspective of consumer behaviour and willingness to buy, through their impact on the store's image, and the factors on which these brands base their success. Organic food products are becoming an increasingly important part of the food chain that promotes sustainable development. The paper defines the theory of consumer behaviour and purchase intentions and what are the external and internal factors that affect the consumer during the purchase process. The category of private label organic food products is still insufficiently researched since it is a relatively new concept on the market, so the aim of the paper is to investigate which factors have the greatest influence on the intention to buy a certain private label organic food product. An online survey questionnaire was used as an instrument of the research part of the paper, which provided a reliable basis for drawing conclusions on the topic of organic food products of the brand, but also for further research to create quantitative guidelines for introducing and improving the brand strategy of companies whose business is an integral part or who wish to enter the private label brand market.

• Keywords: trgovačke marke; ekološki prehrambeni proizvod; namjera kupnje; ponašanje potrošača
• Keywords (english): private label; organic food product; purchase intention; consumer behaviour
• Language: croatian
• URN:NBN: urn:nbn:hr:148:752378
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2021-11-03 20:01:17