Percepcija potrošača o snazi privatnih maraka domaćih i stranih maloprodavača

master's thesis

• Title (english): Consumer perception of the strenhgt of domestic and foreign private labels
• Author: Andrea Todić
• Mentor: Ivana Štulec (mentor)
• Committee member: Sandra Horvat (član povjerenstva)
• Committee member: Dora Naletina (član povjerenstva)
• Committee member: Ivana Štulec (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2024-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

S obzirom na poveći broj privatnih maraka koje su zastupljene na tržištu, kako od domaćih, tako i od stranih maloprodavača u ovom radu istražuje se snaga istih. Detaljno je analiziran pojam patriotizam kod potrošača te percepcija o snazi marke. U radu su korišteni sekundarni izvori podataka iz stručnih i znanstvenih izvora poput knjiga i članaka dostupnih na internetu. Metoda istraživanja su metoda deskripcije, odnosno opisa temeljnih pojmova poput privatnih maraka i percipirane vrijednosti, zatim metoda klasifikacije, u području klasifikacije privatnih maraka te metoda komparacije ili usporedbe u djelu analize mišljenja anketnih ispitanika vezano za percepciju privatnih maraka maloprodavača na našem tržištu. Analiziran je asortiman maloprodavača te upravljanje privatnim markama na tržištu Republike Hrvatske te je napravljena komparativna analiza privatnih maraka Konzuma i Kauflanda. Istraživanje je provedeno metodom anketnog ispitivanja, u kojoj je sudjelovalo 107 ispitanika nad kojima se istraživala percepcija o privatnim markama domaćih i stranih maloprodavača. Nakon ispitivanja potrošača napravljena je dubinska analiza nad odgovorima ispitanika. Pitanja su koncipirana na način da se utvrdi koliki je postotak ispitanika etnocentričan, odnosno da se utvrdi koliko je potrošačima važno podrijetlo proizvoda. Također, pitanja su bila vezana za dvije najjače marke jednog stranog i jednog domaćeg maloprodavača. Konzumov K plus i Kauflandov K classic bile su privatne marke koje su se istraživale te su odgovori potrošača bili poprilično slični što se tiče kvalitete i cijene samih proizvoda. Istraživanjem je utvrđeno da K classic marku ispitanici smatraju kvalitetnijom, a za K plus smatraju da je marka na kojoj se može značajno uštedjeti. Istražene su i kupovne navike potrošača po pitanju kupnje u maloprodajnim lancima na teritoriju RH i navike po pitanju kupnje privatnih maraka. Na kraju istraživanja donesen je zaključak da je hrvatskim potrošačima bitno podrijetlo proizvoda, da će
prije kupiti proizvod proizvođačke marke u odnosu na privatnu marku bez obzira na razliku u cijeni te da je Konzum vodeći hrvatski maloprodavač. Rezultati ovog rada mogu doprinijeti poslovanju maloprodavača na našem tržištu, bili oni strani ili domaći, pomoći u upravljanju asortimanom privatnih maraka prema preferencijama kupaca te unaprjeđenju marketinške komunikacije maloprodavača.

Abstract (english)

Given the substantial number of private labels present in the market, both from domestic and foreign retailers, this paper explores their strength. The concept of consumer patriotism and brand strength perception is analyzed in detail. Secondary data sources, including professional and scientific sources such as books and articles available online, were used in this study. The research methods employed include the descriptive method, which describes fundamental concepts such as private labels and perceived value; the classification method, which categorizes private labels; and the comparative method, which analyzes survey respondents' opinions regarding the perception of private labels among retailers in our market. The assortment of retailers and the management of private labels in the Croatian market were analyzed, with a comparative analysis of the private labels of Konzum and Kaufland. The research was conducted through a survey involving 109 respondents, examining their perception of private labels from domestic and foreign retailers. Following the consumer survey, an in-depth analysis of the respondents' answers was performed. The questions were designed to determine the percentage of ethnocentric respondents and the importance of product origin to consumers. Additionally, questions focused on the two strongest brands from a foreign and a domestic retailer. Konzum's K plus and Kaufland's K classic were the private labels studied, and consumer responses were quite similar regarding the quality and price of the products. The research found that respondents consider the K classic brand to be of higher quality, while K plus is viewed as a brand that offers significant savings. Consumer purchasing habits regarding shopping in retail chains within Croatia and the purchase of private labels were also examined. The study concluded that Croatian consumers value product origin, are more likely to purchase manufacturer brands over private labels despite price differences, and that Konzum is the leading Croatian retailer. The results of this paper can contribute to the operations of retailers in our market, whether foreign or domestic, by aiding in the management of private label assortments according to consumer preferences and improving retailers' marketing communication.

• Keywords: potrošački patriotizam; etnocentrizam; upravljanje asortimanom; snaga marke; percepcija
• Keywords (english): consumer patriotism; ethnocentrism; assortment management; brand strength; perception
• Language: croatian
• URN:NBN: urn:nbn:hr:148:966952
• Study programme: Title: Management and retail marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-09-22 20:19:15