Važnost marke, cijene i zemlje porijekla u kupovini jakih alkoholnih pića

master's thesis

• Title (english): The importance of brand price and country of origin in the purchase of spirit drinks
• Author: Mirela Tarade
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Miroslav Mandić (predsjednik povjerenstva)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2015-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

U diplomskom radu detaljno su analizirane pojedine odrednice percipirane kvalitete i
percipiranog troška. Kao odrednice percipirane kvalitete i percipiranog troška odabrane su
marka, cijena i zemlja porijekla. Posebna pozornost posvećena je procesu donošenja odluke o
kupovini i ulozi navedenih odrednica u ponašanju potrošača.
Kako bi se utvrdila važnost marke, cijene i zemlje porijekla u kupovini jakih alkoholnih pića
provedeno je istraživanje pomoću ankete. Anketa je provedena na prigodnom uzorku od 145
punoljetnih ispitanika različitih sociodemografskih obilježja. Dominantan oblik pitanja u
anketnom upitniku bile su tvrdnje na koje su ispitanici izražavali svoj stupanj slaganja. U
istraživanju se promatrala važnost marke i imidža marke, cijene, te zemlje porijekla i imidža
zemlje porijekla u kupnji jakih alkoholnih pića. Rezultati istraživanja upućuju na zaključak da
je potrošačima prilikom kupovine jakih alkoholnih pića najvažnija cijena, potom marka te u
manjem postotku zemlja porijekla. Zemlja porijekla pokazala se važnim kriterijem u kupnji
kada potrošačima nisu na raspolaganju druge informacije o proizvodu.
Na temelju dobivenih rezultata može se zaključiti da bi proizvođači jakih alkoholnih pića
trebali posebnu pozornost usmjeriti na marku, cijenu i zemlju porijekla te bi ta obilježja
trebali kvalitetno komunicirati kroz promotivne kampanje.

Abstract (english)

In the thesis are analyzed more detailed the concepts of perceived quality and perceived costs.
As determinants of perceived quality and perceived cost were chosen brand, price and country
of origin. Special attention is given to the stages in consumer's decisions in purchasing and to
the impact of brand, price and country of origin on consumer's behavior.
In order to determine the importance of brand, price and country of origin in the purchase of
spirit products research has been conducted by the use of questionnaire. The questionaire was
conducted on a convenient sample of 115 consumers with various socio-demographic
characteristics. The dominant form of questions in the questionnaire were statements on
which respondents expressed their level of agreement. The study looked at the effects on
brand and brand image on the consumers perception, influences of prices and the impact of
the country of origin and the image of the country of origin on the consumers perception.
Results of the research show that the most important cues are price, then brand and the
country of origin. Country of origin proved to be an important criteria in the purchase when
consumers do not have other product information available.
Based on the results it can be concluded that the producers of spirit drinks should pay special
attention to the brand, price and country of origin as well as this cues should communicate
though their promotional campaigns.

• Keywords: proces donošenja odluke o kupovini; marka; cijena; zemlja porijekla; ponašanje potrošača; percipirana kvaliteta; percipirani trošak
• Keywords (english): consumer decision-making process; brand; price; country of origin; consumer behavior; perceived quality; perceived costs
• Language: croatian
• URN:NBN: urn:nbn:hr:148:697347
• 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: 2016-09-26 13:29:17