Utjecaj krize na kupnju trgovačkih maraka u kategoriji prehrambenih proizvoda

master's thesis

• Title (english): Impact of economic crisis on purchase of food private label
• Author: Jasna Jendrijev
• Mentor: Kristina Petljak (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

U vrijeme ekonomske krize kada potrošači stavljaju poseban naglasak na cijenu sve više raste prodaja trgovačkih maraka. Potrošači trgovačke marke percipiraju kao jednako kvalitetne ili kvalitetnije u odnosu na marke proizvođača. One im pružaju dodatni izbor prilikom kupnje, dobra su alternativa markama proizvođača i imaju niže cijene. Ovim radom analiziran je utjecaj krize na kupnju trgovačkih maraka prehrambenih proizvoda, a primarno istraživanje je provedeno pomoću anketnog upitnika. Rezultati istraživanja su pokazali da je gospodarska kriza utjecala na smanjenje budžeta kućanstva za kupnju prehrambenih proizvoda, te da su potrošači manje skloni impulzivnoj kupovini prehrambenih proizvoda. Također došlo se do zaključka da potrošači nakon izlaska iz gospodarske krize ne namjeravaju prestati kupovati trgovačke marke, što će zasigurno doprinijeti daljnjem razvoju trgovačkih maraka.

Abstract (english)

In times of economic crisis when consumers are more observe on price, the sales of private label is growing. Consumers perceive private label as the same quality or higher quality than the national brands. They provide them additional choice of purchase, a good alternative to national brands and have lower prices. This paper analyses the impact of the economic crisis on the purchase of food private labels and the primary research was conducted using a questionnaire. The results showed that the economic crisis has affected the reduction of household budgets for the purchase of food products and that consumers are less prone to impulsive buying food products. It also came to the conclusion that consumers after leaving the economic crisis does not intend to stop buying the private label, which will certainly contribute to further development of private labels.

• Keywords: trgovačke marke; proizvođačke marke; ekonomska kriza; kupnja; prehrambeni proizvodi
• Keywords (english): private label; national brands; economics crisis; purchase; food products
• Language: croatian
• URN:NBN: urn:nbn:hr:148:142780
• 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: 2016-10-10 15:00:55