Čimbenici lojalnosti kupaca marki sportske odjeće

master's thesis

• Title (english): Customer loyalty factors to sportswear brands
• Author: Eva Tadić
• Mentor: Miroslav Mandić (mentor)
• Committee member: Sandra Horvat (član povjerenstva)
• Committee member: Tihomir Vranešević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-07-02, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Industrija marki sportske odjeće proteklih je godina doživjela ogroman porast. Upravo zbog velike potražnje, pojavljuju se nove marke koje pokušavaju konkurirati starim, već svima poznatim i prepoznatljivim markama sportske odjeće poput Adidasa i Nike-a. Iz tog razloga, poduzećima je od velike važnost da razviju odnos s kupcima i da im kupci (p)ostanu lojalni. Na taj način poduzeće može opstati na već prezasićenom konkurentnom tržištu. Cilj diplomskog rada bio je istražiti čimbenike lojalnosti kupaca marki sportske odjeće. Istraživanje je provedeno na 198 ispitanika. Instrument istraživanja bio je anketni upitnik. Čimbenici koji su se ispitivali su: prepoznatljivost, kvaliteta, cijena i promocija marke. Rezultati istraživanja pokazali su da svi čimbenici imaju utjecaja na lojalnost kupaca marki sportske odjeće, ali se rezultati razlikuju se od čimbenika do čimbenika. Uočeno je da je kvaliteta najvažniji čimbenik prilikom odabira markirane sportske odjeće i da ima velik utjecaj na to hoće li kupci prilikom ponovne kupovine odabrati istu marku. Srednja vrijednost za cijenu bila je vrlo niska te se iz samih tvrdnji vezanih uz taj čimbenik može iščitati da ispitanici neće prelaziti granice svojih platnih mogućnosti zbog markirane sportske odjeće. Prepoznatljivost marke, kao čimbenik lojalnosti, nije toliko izražen kao dva prethodno navedena čimbenika, a promocija je čimbenik s kojim se ispitanici nisu niti slagali niti ne slagali te se po tome može zaključiti da nema velik utjecaj na lojalnost. Kako bi poduzeća marki sportske odjeće opstala na tržištu i bila konkurentna, moraju uzeti u obzir sve čimbenike lojalnosti kupaca.

Abstract (english)

The sportswear brand industry has experienced tremendous growth in recent years. Due to
high demand, new brands are emerging, attempting to compete with established and well-known sportswear brands like Adidas and Nike. For this reason, it is crucial for companies to build relationships with customers and ensure that customers remain or become loyal to them. This way, a company can survive in an already oversaturated competitive market. The aim of the thesis was to investigate the factors influencing customer loyalty to sportswear brands. The research was conducted on 198 respondents. The research instrument was a survey questionnaire. The factors examined were: brand recognition, quality, price, and promotion. The results of the research showed that all factors have an impact on customer loyalty to sportswear brands, but the results vary from factor to factor. It was observed that quality is the most important factor when choosing branded sportswear and has a significant influence on whether customers will choose the same brand for repeat purchases. The average value for price was very low, and the statements related to this factor indicated that respondents would not exceed their financial limits for branded sportswear. Brand recognition, as a loyalty factor, was not as prominent as the two previously mentioned factors, and promotion was a factor with which respondents neither agreed nor disagreed, indicating that it does not have a significant impact on loyalty. For sportswear brand companies to survive in the market and remain competitive, they must consider all factors influencing customer loyalty.

• Keywords: lojalnost; marke; marke sportske odjeće; kupci; čimbenici lojalnosti
• Keywords (english): loyalty; brands; sportswear brands; customers; loyalty factors
• Language: croatian
• URN:NBN: urn:nbn:hr:148:312996
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-07-03 07:19:06