Utjecaj privatnih maraka na maloprodaju kategorije kave u Republici Hrvatskoj

professional thesis

• Author: Marin Hauselmaier
• Mentor: Mirko Palić (mentor)
• Committee member: Marija Tomašević-Lišanin (predsjednik povjerenstva)
• Committee member: Mirko Palić (član povjerenstva)
• Committee member: Sanda Renko (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2020-09-10, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

U ovome specijalističkom poslijediplomskom radu analizirano je područje privatnih maraka kave na hrvatskom tržištu te njihov utjecaj na kategoriju kave.
U uvodnom dijelu rada, obrazložen je motiv koji je potaknuo autora na pisanja ovog rada, navedene su metode i izvori prikupljanja podataka te objašnjen sadržaj i struktura rada.
Drugi dio rada je pomoću pregleda domaće i strane, stručne i znanstvene literature, objasnio evoluciju maloprodaje te promjenu u odnosima moći među članovima distribucijskog kanala.
Razvoj sve složenijih potreba potrošača dovelo je do razvoja upravljanja kategorijama proizvoda, a u poglavlju je objašnjen i pojam privatnih maraka te njegova različita tumačenja.
Teorijski okvir privatnih maraka daje se u trećem poglavlju pomoću stručne i znanstvene literature. Analiziraju se vrste te različite strategije koje prema privatnim markama imaju proizvođači i maloprodajni lanci.
Detaljan osvrt na globalno važnu burzovnu sirovinu - kavu, napravljen je u četvrtom poglavlju. Pomoću specijalizirane stručne literature i uvida u interne procese najvećeg hrvatskog proizvođača kave - Franck d.d. prikazan je put kave od plantaže do police. Kako bi se mogli predvidjeti budući trendovi u industriji i potrošnji istražen je povijesni kontekst konzumacije i proizvodnje kave na hrvatskom tržištu.
Glavni dio rada fokusiran je na detaljnu analizu privatnih maraka u segmentima mljevene i instant kave na hrvatskom tržištu.
Na kraju rada provedeno je istraživanje stavova potrošača prema privatnim markama te njihove navike vezane uz kupovinu i konzumaciju napitaka od kave. Istraživanje je napravljeno putem visoko strukturiranog upitnika nakon čega su obrađeni i interpretirani rezultati.
U zaključku su iznesene završne misli autora o predmetnoj temi te njegova ocjena utjecaja privatnih marki maloprodavača na kategoriju kave u Republici Hrvatskoj.

Abstract (english)

This specialist postgraduate thesis discusses the retail brands of coffee on the Croatian market and their impact on the coffee category.
The motive that prompted the author to write this paper was explained in the introductory part of the paper. The methods and sources of data collection was listed and the content and structure of the paper was briefly explained in this part of paper.
The second part of the paper, using a review of domestic and foreign, professional and scientific literature, explains the evolution process of retail and the change in power relations among members of the distribution channel. The development of increasingly complex consumer needs has led to the development of product category management. This chapter also explains the concept of retail brands and their different interpretations in professional and scientific literature.
In the third chapter, consulting professional and scientific literature, the theoretical frameworks of private labels are set through the analysis of types and different strategies that manufacturers and retail chains have towards retail brands.
A detailed review of the globally important commodity, coffee, was made in the fourth chapter. The coffee path from the plantation to the shelf is shown consulting the professional literature and with Insight into the internal processes of the largest Croatian coffee producer Franck d.d. The historical context of consumption and production on the Croatian market was investigated in order to predict future trends in industry and consumption.
The main part of the paper is focused on a detailed analysis of retail coffee brands in segments of ground and soluble coffee on the Croatian market.
A survey of consumer attitudes towards retail brands and their habits related to the purchase and consumption of coffee beverages was conducted at the end of the paper, the research was made through a highly structured questionnaire, after which the results were processed and interpreted.
The author's concluding thoughts on the subject and his assessment of the impact of retail brands on the coffee category in the Republic of Croatia ware presented in the end of the paper.

• Keywords: proizvodnja kave; mljevena kava; instant kava; privatne marke; maloprodaja; Hrvatska
• Keywords (english): Coffee industry; Ground Coffee; Soluble Coffee; Private label; Retail; Croatia
• Language: croatian
• URN:NBN: urn:nbn:hr:148:967768
• Study programme: Title: Sales management; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: sveučilišni/a specijalist/ specijalistica upravljanja prodajom (sveučilišni/a specijalist/ specijalistica upravljanja prodajom)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-09-16 12:21:27