Percepcija kupaca o prikladnosti privatnih marki kao poklona

master's thesis

• Title (english): Consumers perception of private labels as suitable gifts
• Author: Lorena Hrvoj
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Miroslav Mandić (predsjednik povjerenstva)
• Committee member: Irena Pandža Bajs (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2016-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Poklanjanje poklona je tema proučavana u brojnim znanstvenim disciplinama poput antropologije, sociologije, psihologije i marketinga što upućuje na činjenicu da se radi o kompleksnom fenomenu koji je poznat u cijelom svijetu. Uz globalnu industriju poklona, privatne marke predstavljaju sljedeći rastući trend u svijetu koji je kreiran kako bi donio prednosti za trgovce, proizvođače i potrošače. Kako su potrošači tokom povijesnog razvitka privatne marke mjenjali svoju percepciju kvalitete dotičnih maraka zanimljivo ih je promatrati u današnjim uvjetima kroz prizmu poklanjanja. Predmet rada je percepcija kupaca o privatnim markama kao prikladnim poklonima, a cilj je utvrditi stav kupaca i voljnost poklanjanja privatnih maraka. Kako bi se ispunio postavljeni cilj provedeno je istraživanje putem 20 dubinskih intervjua koji su omogućili uvid u istraživački problem te se došlo do saznanja kako kupci prilikom poklanjanja preferiraju proizvođačke marke sa snažnim pozitivnim imidžem u javnosti te da bi eventualno poklonili privatnu marku ako im nudi nešto jedinstveno.

Abstract (english)

Gift giving has been studied in many scientific fields such as anthropology, sociology, psychology and marketing which implying that gift giving is a complex phenomen known all over the world. Together with global industry of gifts, private labels (PLs) represent a growing worldwide trend created for the benefits of reteilers, suppliers and consumers. During different phases of private labels development, consumers tend to change their perceptions of PLs. That makes studying them through the prism of gift giving rather interesting. This paper consists of research about consumers' perception of private lables as suitable gifts and aims to find out the attitude of consumers towards them. Moreover, this research consists of 20 in-depth interviews which provided insight into the problem as well as provided findings that consumers prefer national brands with strong positive image in public when choosing gifts. Respondents would also give PLs as a gift if it would offer them something unique.

• Keywords: poklanjanje poklona; motivacija; privatne marke; proizvođačke marke; percepcija privatnih marki
• Keywords (english): gift giving; motivation; private labels; national brand; perception of private labels
• Language: croatian
• URN:NBN: urn:nbn:hr:148:292174
• 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: 2016-12-15 12:09:21