Čimbenici utjecaja na namjeru kupnje privatne marke u kategoriji kave

master's thesis

• Title (english): Determinants od purchase intention of private kabels in coffee product category
• Author: Iva Vulinec
• Mentor: Sandra Horvat (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Ružica Brečić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-21, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Trendovi koji se vežu uz privatne marke jesu povećanje udjela na tržištu, povećanje njihove kvalitete, promjena imidža privatnih marki, premještanje potrošnje s proizvođačke na privatne marke, te sam potrošač koji je neodlučan i pokazuje veliku promjenjivost kada je u pitanju izbor marke. Na namjeru kupnje privatne marke utječu brojni čimbenici i njihov utjecaj se konstantno mjenja. Tako je i u kategoriji kave prehrambenom proizvodu koji svakodnevno koriste sve dobne skupine te čija se prodaja povećava na globalnoj razini. Cilj rada je utvrditi koji čimbenici utječu na namjeru kupnje privatne marke u kategoriji kave. U radu se promatraju čimbenici percipirana kvaliteta, cijena, ambalaža, lolajnost proizvođačkoj marki te percipirani rizik i imidž privatne marke. Na temelju rezultata opisnog istraživanja koje je provedeno putem interneta zaključeno je kako na namjeru kupnje privatne marke kave najviše utječe percipirana kvaliteta i cijena. Potrošači žele kvalitetnu kavu koju će kupiti po pristupačnim cijenama. Iako se pokazalo kako su potrošači lojalni proizvođačkim markama kave to ih ne sprječava da probaju i kupe privatnu marku kave. Potrošači imaju strah da privatna marke neće ispuniti njihova očekivanja te zadovoljiti kvalitetom dok ambalaža kave ne utječe na njihovu namjeru kupnje.

Abstract (english)

Trends that are tied to private labels are increasing market share, increase in quality, change of private labels image, move consumption from manufacturing to private label, and consumer who is undecided and shows great variability when it comes to brand choice.The the intention to buy private labels is affected by many factors and their influence is constantly changing. Thus, in coffee category, food product that is used daily by all age gruops and whose sale increases globally. The aim of this paper is to determine which factors influence the purchase intentions of private brands in the coffee category. This paper studies the factors as perceived quality, price, perceived risk, packaging and manufacturing brand loyalty. Based on the results of descriptive research which was conducted via the Internet, it was concluded that on the intention of buying private label coffee most affected by perceived quality and price. Consumers want high quality coffee thatthey would buy at affordable prices. Although it is shown that consumers are loyal to the manufacturer's brand of coffee that does not prevent them and does not affect on the intention of buying private label coffee. Consumers fear that their private brand will not fulfill expectations and meet quality while packaging of coffee does not affect their purchase intentions.

• Keywords: privatna marka; percepcija privatne marke; namjera kupnje; kava
• Keywords (english): private label; percepcion of private label; purchase intention; coffee
• Language: croatian
• URN:NBN: urn:nbn:hr:148:562093
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-10-04 13:22:27