ULOGA ODABRANIH MARKETINŠKIH AKTIVNOSTI U KREIRANJU TRŽIŠNE VRIJEDNOSTI MARKE U KATEGORIJI DETERDŽENATA

master's thesis

• Title (english): The role of selected marketing activities in creating brand equity in detergents category
• Author: Irena Zabrdja
• Mentor: Sandra Horvat (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Zoran Krupka (član povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2020-07-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U današnjem svijetu jaka marka predstavlja svojevrstan odnos same marke i potrošača koji se izgrađuje tijekom vremena. Svaka marka ima određenu tržišnu vrijednost, ali zbog kompleksnosti izračuna tržišne vrijednosti marke gledano iz perspektive potrošača, poduzeća u stvari ne znaju sa sigurnošću koliko vrijedi njihova marka. Svjesna činjenice da za potrošača marka ima određenu vrijednost, poduzeća moraju identificirati koje su to aktivnosti koje pozitivno doprinose tržišnoj vrijednosti njihove marke. Drugim riječima, iznimno je bitno za upravitelje markom da shvate pozadinu kupovne odluke potrošača koja najviše doprinosi većoj vrijednosti marke. Unatoč velikom interesu za tržišnu vrijednost marke, nedovoljno je provedenih istraživanja koja ističu koje su to marketinške aktivnosti koje utječu na tržišnu vrijednost marke te koje imaju najveći utjecaj. Cilj rada je stoga, istražiti utjecaj odabranih marketinških aktivnosti, a to su intenzitet distribucije, razina cijena, sniženja cijena i oglašavanje, na tržišnu vrijednost marke na tržištu deterdženata.
U ovom radu iznesena je teorijska osnova vezana uz tržišnu vrijednost marke i njene dimenzije te je na temelju prethodno provedenih istraživanja formiran anketni upitnik i ispitan utjecaj odabranih marketinških aktivnosti na tržišnu vrijednost marke. Provedenim emprijskim istraživanjem utvrđeno je kako razina oglašavanja i intenzitet distribucije u kategoriji deterdženata, imaju najveći utjecaj na tržišnu vrijednost marke. Navedeno potvrđuje prethodna istraživana vezana uz utjecaj elemenata marketinškog miksa na tržišnu vrijednost marke te upravitelju marke govori kako je prisutnost marke u prodavaonicama iznimno bitna, ne samo za financijski rezultat poduzeća i veći tržišni udio, već i za veću tržišnu vrijednost njihove marke deterdženata. Također, za izgradnju tržišne vrijednosti, iznimno je bitna učestalost te kvaliteta oglašavanja marke. Osim samog utjecaja na tržišnu vrijednost marke, iznimno je bitna i činjenica da upravo ove dvije marketinške aktivnosti imaju velik utjecaj i na lojalnost marki koja predstavlja esencijalnu ulogu u kreiranju veće tržišne vrijednosti jer je lojalan potrošač najvrijedniji potrošač svakog poduzeća.

Abstract (english)

In today's world, a strong brand represents a relationship between the brand and the consumer that is built over time. Each brand has a certain market value, but due to the complexity of calculating brand equity from a consumers' perspective, companies do not really know exactly how much their brand is worth. Aware of the fact that for the consumer the brand has a certain value, companies must identify which are the activities that positively contribute to brand equity. In other words, it is extremely important for brand managers to understand the background of the consumer’s purchasing decision that contributes the most to generating higher brand equity. Despite the great interest in brand equity, there is insufficient research to highlight which marketing activities affect brand equity and which has the greatest impact. The aim of the paper is, therefore, to investigate the impact of selected marketing activities such as distribution intensity, advertising, price deals and price on brand equity in the detergent market.
In this paper, the theoretical basis related to brand equity and its dimensions is presented, and based on previously conducted research, a survey questionnaire was formed. In the survey the impact of selected marketing activities on brand equity was examined. An empirical study found that the level of advertising and the distribution intensity in detergents category, have the highest impact on brand equity. This confirmed previous researche findings on the topic of impact of marketing mix elements on brand equity. Moreover, this finding highlights that the presence of the brand in stores is extremely important, not only for the company's financial result and higher market share, but also for the brand equity. Also, the frequency and quality of advertising is extremely important for building brand equity. In addition, it is important to stress out that these two marketing activities have a great impact on brand loyalty as well, which plays an essential role in creating greater market value because a loyal consumer is the most valuable consumer of any company.

• Keywords: marketinške aktivnosti; dimenzije tržišne vrijednosti marke; tržišna vrijednost marke; kategorija deterdženata
• Keywords (english): marketing activities; brand equity dimensions; brand equity; detergents category
• Language: croatian
• URN:NBN: urn:nbn:hr:148:964920
• 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: 2020-07-15 12:24:06