Percipirane koristi privatnih i proizvođačkih maraka u kategoriji kozmetičkog proizvoda

master's thesis

• Title (english): Perceived benefits of private and manufacturer brands in the cosmetic product category
• Author: Anita Ćurić
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Irena Pandža Bajs (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2016-06-13, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Percipirane koristi privatnih i proizvođačkih maraka u kategoriji kozmetičkog proizvoda, gela za tuširanje, je tema koja nije dovoljno istražena u Hrvatskoj. Percipirane koristi tih proizvoda su važne za imidž marke te na koji način proizvod predstaviti potrošaču. Cilj rada je istražiti percipirane koristi: funkcionalne, simboličke, društvene i iskustvene, te pojačanje općeg dojma kao koristi od marke. Istraženo je u kolikoj su mjeri te koristi prisutne kod privatnih, a u kolikoj kod proizvođačkih maraka gelova za tuširanje.
Istraživanje je provedeno online, putem anketnog upitnika, a rezultati su pokazali koje se koristi percipiraju kao dominantne u odabiru privatne i proizvođačke marke gela za tuširanje. Najviše se vrednuju iskustvene i funkcionalne koristi proizvoda, dok je pojačanje općeg dojma kao korist od marke manje prisutna, a simboličke i društvene koristi se ne povezuju sa ovom kategorijom proizvoda. Istraživanje zadovoljstva i lojalnosti je pokazalo da su ispitanici uglavnom zadovoljni i lojalni odabranoj marki gela za tuširanje. Rezultati o riziku kupovine privatne marke gela za tuširanje pokazuju da se on može umanjiti besplatnim uzorcima proizvoda.

Abstract (english)

Perceived benefits of private and manufacturer brands, in the category of a cosmetic product, shower gel, is a topic that is yet not enough researched in Croatia. The perceived benefits of those products are important for brand image and the way products are presented to customers. The aim of this research is to determine which perceived benefits, such as functional, symbolic, social, expiriental and appearance enhance benefits, are present in private and manufacturer brands. The research is based on an online survey questionnaire, in which the results indicated the dominant perceived benefit when choosing the private or the manufacturer shower gel brand. The highest evalueted perceived benefits are expiriental and functional, while appearance enhance benefit is persent just not as much as the previous benefits. Symbolic and expiriental benefits are not associated with this product category. The research on satisfaction and loyalty indicate that the respondents are satisfied and loyal to their chosen brands. The results on risks linked to the buying of private shower gel brands indicate it can be reduced by giving out free samples.

• Keywords: ponašanje potrošača; funkcionalne koristi; simboličke koristi; iskustvene koristi; društvene koristi; pojačanje općeg dojma kao koristi od marke.
• Keywords (english): consumer behavior; functional benefits; symbolic benefits; social benefits; expiriental benefits and appearance enhance benefits
• Language: croatian
• URN:NBN: urn:nbn:hr:148:982439
• 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: 2016-12-06 10:17:39