Uloga obilježja proizvida u percepciji kvalitete privatnih maraka

master's thesis

• Title (english): The role of product characteristics im perception of pricate labels quality
• Author: Ljubica Karalić
• Mentor: Sandra Horvat (mentor)
• Committee member: Miroslav Mandić (predsjednik povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Privatne marke su posljednih godina zauzele značajne tržišne udjele na svjetskim pa tako i na hrvatskom tržištu. Primjećen je njihov konstantan rast i razvoj. Poboljšava se njihov odnos cijene i kvalitete, a samim time i percepcija potrošača o kvaliteti tih proizvoda. Privatne marke prisutne su u velikom broju kategorija proizvoda. Kako potrošači nemaju iskustva sa svim proizvodima, za procjenu i percepciju kvalitete koriste se unutarnjim i vanjskim čimbenicima. Potvrđeni su vanjski čimbenici (ime marke, cijena, učestalost oglašavanja, ambalaža) kojima potrošači najčešće utvrđuju unutarnje karakteristike proizvoda kao što su okus, kvaliteta sastojaka i sveukupna kvaliteta. Razna do sada provedena istraživanja utvrdila su da postoje razlike u tome koliko se potrošači oslanjaju na pojedine vanjske čimbenike prilikom procjene unutarnjih čimbenika ovisno o tome jesu li potrošači više naklonjeni privatnim ili proizvođačkim markama. Istraživanje provedeno za potrebe rada također je pokazalo kako u Hrvatskoj postoje potrošači skloni kao i oni neskloni privatnim markama te kako se prilikom ocjene okusa najviše služe imenom marke dok se za procjenu kvalitete ipak oslanjaju na cijenu.

Abstract (english)

Private labels gained impressive market shares on global and Croatian market during
last few years. Their constant growth and development has been noticed. The
relation between quality and price is improving and by that the consumers percption
of them is improving. Private brands can be find in many different product categories.
Consumers don't have experience with all of them so they use extrinsic and intrinsic
cues to help them judge their quility. Extrinsic (brand name, price, advertising,
packing) and intrinsic cues which consumers use to judge product quality have been
identified. Intrinsic cues are taste, ingredient quality and overall product quality.
Perviously conducted researches indicate there's a difference the way store brand –
prone consumers versus nonstore brand prone consumers use extrinsic to valuate
intrinsic cues while making their decision about weather to buy private or national
brands. The research done for this paper showed there are store brand – prone and
nonstore brand prone consumers and that they most relay on brand name to help
them judge the taste while for them price is the best indicator of product quality.

• Keywords: privatne marke; kvaliteta; percepcija potrošača
• Keywords (english): private labels; quality; consumers perception
• Language: croatian
• URN:NBN: urn:nbn:hr:148:357008
• 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: 2016-10-12 11:01:44