Uloga imidža maloprodajnog lanca u namjeri kupnje privatne marke

master's thesis

• Title (english): The role of retailers' image in the private label purchase intention
• Author: Klara Miljan
• Mentor: Sandra Horvat (mentor)
• Committee member: Miroslav Mandić (predsjednik povjerenstva)
• Committee member: Irena Pandža Bajs (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: 2022-07-12, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Maloprodajni lanci suočeni su sa snažnom konkurencijom, stoga u svoj asortiman uvode privatnu marku kako bi podmirili potrebe što većeg broja potrošača, kako bi konstantno unaprjeđivali svoje poslovanje te kako bi se istaknuli od konkurencije i bolje se pozicionirali na tržištu. Imidž maloprodajnog lanca ima značajnu ulogu u privlačenju i zadržavanju kupaca, posebice u uvjetima snažne konkurencije jer se ne može kopirati, jedinstven je i po njemu se maloprodajni lanac prepoznaje. Obzirom na važnost imidža u poslovanju, u radu se proučava i istražuje uloga imidža maloprodajnog lanca u namjeri kupnje privatne marke. U svrhu ispunjenja cilja rada, provedeno je jednokratno opisno istraživanje na prigodnom uzorku od 150 ispitanika. Rezultati dobiveni provedenim istraživanjem pokazali su da pozitivan imidž maloprodajnog lanaca ima pozitivnu ulogu u namjeri kupnje privatne marke te se na temelju navedenih rezultata mogu potvrditi dosadašnja istraživanja o međuodnosu istraživanih varijabli. Zaključak rada je da pozitivan imidž maloprodajnog lanca potrošači uzimaju u obzir prilikom kupnje privatne marke jer ih uvjerava u kvalitetu privatne marke, povećava imidž svoje privatne marke te povećava namjeru kupnje privatne marke.

Abstract (english)

Retailers are facing strong competition, so they are introducing a private label into their assortment to meet the needs of as many consumers as possible, to constantly improve their business, to stand out from the competition and to better position themselves in the market. The retail chain's image plays a significant role in attracting and retaining customers, especially in conditions of strong competition because it cannot be copied, it is unique and differentiates the retailer by it. Given the importance of image in business, the paper studies and investigates role of a retail chain image in the intention to buy a private label. In order to meet the defined goal, a descriptive survey was carried out on a convenient sample of 150 respondents. The results obtained by the conducted research showed that the positive image of the retail chain has a positive role in the intention to purchase a private label corroborating previous research in the field. The conclusion of the paper is that the positive image of the retail chain affects consumers when buying a private label because it convinces them of the quality of a private label, increases the image of its private label and increases the intention to buy a private label.

• Keywords: privatna marka; maloprodajni lanac; imidž; namjera kupnje
• Keywords (english): private label; retail chain; image; purchase intention
• Language: croatian
• URN:NBN: urn:nbn:hr:148:174778
• Study programme: Title: Management and marketing in retail; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni/a specijalist/specijalistica menadžmenta i marketinga maloprodaje (stručni/a specijalist/specijalistica menadžmenta i marketinga maloprodaje)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2022-07-12 16:57:03