Percipirane koristi i rizici u kupnji prehrambenih i kozmetičkih proizvoda označenih privatnim markama

graduate thesis

• Title (english): Perceived benefits and risks in purchasing private label food and cosmetic products
• Author: Laura Duh
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Miroslav Mandić (član povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Istraživanje o percipiranim koristima i rizicima u kupnji prehrambenih i kozmetičkih proizvoda označenih privatnim markama otkriva promjene u percepciji potrošača. Privatne marke, koje su nekada bile smatrane proizvodima niže kvalitete, danas su sve više prepoznate kao vrijedna alternativa poznatim markama, posebno u kontekstu ekonomske nesigurnosti. Potrošači ističu financijsku uštedu kao ključnu korist, uz sveprisutnost i praktičnost u odabiru privatnih marki koje nude dobru vrijednost za novac. Međutim, unatoč pozitivnim aspektima, istraživanje je također ukazalo na određene rizike povezane s privatnim markama. Glavni rizik odnosi se na mogućnost da proizvodi ne ispune očekivanja, osobito u segmentu kozmetike, gdje su očekivanja potrošača visoka. Postoji i zabrinutost zbog percepcije drugih ljudi, jer neki potrošači osjećaju društveni pritisak kada biraju privatne marke, što može utjecati na njihovo zadovoljstvo. Unatoč ovim rizicima, popularnost privatnih marki raste zahvaljujući kombinaciji kvalitete, pristupačne cijene i dostupnosti. Kako potrošači postaju sve informiraniji, povjerenje u privatne marke raste, što omogućava njihov daljnji rast i konkurenciju s etabliranim markama na tržištu.

Abstract (english)

Research on the perceived benefits and risks of purchasing private label food and cosmetic products reveals changes in consumer perception. Private labels, which were once considered lower quality products, are now increasingly recognized as a valuable alternative to well-known brands, especially in the context of economic uncertainty. Consumers highlight financial savings as a key benefit, along with the ubiquity and convenience of choosing private labels that offer good value for money. However, despite the positive aspects, the research also pointed to certain risks associated with private labels. The main risk relates to the possibility that products do not meet expectations, especially in the cosmetics segment, where consumer expectations are high. There are also concerns about other people's perceptions, as some consumers feel social pressure when choosing private labels, which can affect their satisfaction. Despite these risks, the popularity of private labels is growing due to the combination of quality, affordability and availability. As consumers become more informed, trust in private brands grows, which enables their further growth and competition with established brands on the market.

• Keywords: percipirane koristi; percipirani rizici; privatna marka; proizvođačka marka; prehrambeni i kozmetički proizvodi
• Keywords (english): perceived benefits; perceived risks; private label; manufacturer's brand; food and cosmetic products
• Language: croatian
• URN:NBN: urn:nbn:hr:148:681568
• Study programme: Title: Management and retail marketing; Study programme type: professional; Study level: graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-10-01 14:57:28