Uloga cijene i kvalitete u izgradnji imidža privatnih maraka u maloprodaji autodijelova

master's thesis

• Title (english): The role of price and quality in building the image of private brands in auto parts retail
• Author: Matea Opačak
• Mentor: Sandra Horvat (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

U ovom diplomskom radu predstavljena je uloga cijene i kvalitete u izgradnji imidža privatnih maraka u maloprodaji auto dijelova. Potrošačima je vrlo bitan odnos kvalitete i cijene određenog proizvoda jer na taj način uspoređuju proizvode koji podmiruju iste potrebe. Iako su privatne marke prije glasile za one koje su niže kvalitete i cijene, sve više se to mijenja, uvode se i premijske privatne marke zbog kojih se trgovci susreću s izazovima privlačenja i zadržavanja potrošača koji su cjenovno osjetljivi. Prije je postojao izražen jaz u razini kvalitete između privatnih maraka i maraka proizvođača, no vremenom se taj jaz suzio. Osim cijene i kvalitete, imidž marke igra vrlo važnu ulogu u razvoju i upravljanju markom jer utječe na njen ugled i vjerodostojnost koja kasnije
postaje smjernica potrošačima da koriste te proizvode ili uslugu. Zbog manjka istraživanja u maloprodaji auto dijelova, provedeno je empirijsko istraživanje na primjeru privatne marke poduzeća Tokić, TQ. Jednokratno opisno istraživanje provedeno je uz pomoć anketnog upitnika u razdoblju od 23. listopada do 06. studenog 2023. godine u Tokić poslovnicama u Gradu Zagrebu. Ukupan broj osoba koje su pristupile istraživanju je 104. Istraživanje je pokazalo da su i cijena i kvaliteta ključne odrednice privatne marke TQ te one imaju pozitivnu ulogu u izgradnji imidža marke.

Abstract (english)

This thesis presents the role of price and quality in building the image of private brands in auto parts retail. The relationship between the quality and the price of a certain product is very important to consumers, because in this way they compare products that meet the same needs. Although private labels used to refer to products of lower quality and price, this is increasingly changing, with the introduction of premium private labels, because of which retailers face challenges in attracting and retaining price-sensitive consumers. There used to be a marked gap in the level of quality between private brands and manufacturers' brands, but over time this gap has narrowed. In addition to price and quality, the image of the brand plays a very important role in the development and management of the brand because it affects its reputation and credibility, which later becomes a guideline for consumers to use these products or services. Due to the lack of study in the retail of auto parts, an empirical study was conducted on the example of the private label of the company Tokić, TQ. This study was conducted through the questionnaire in the period from October 23th to November 6th, 2023. in Tokić stores in the City of Zagreb. The total number of people who participated in the survey was 104. Study has shown that both price and quality are key determinants of private label TQ and have a positive role in brand image development.

• Keywords: privatne marke; cijena; kvaliteta; imidž; maloprodaja auto dijelova
• Keywords (english): private labels; price; quality; image; auto parts retail
• Language: croatian
• URN:NBN: urn:nbn:hr:148:134175
• 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: 2024-10-02 10:31:55