Analiza strategije pozicioniranja marke iz perspektive potrošača

master's thesis

• Title (english): Brand-positidning strategy analysis form a consumer perspective
• Author: Kristina Vidanec
• Mentor: Morana Fudurić (mentor)
• Committee member: Jurica Pavičić (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Predmet ovog diplomskog rada je analiza percipirane pozicije marke iz perspektive potrošača. Cilj rada je ispitati primjenu strategije za koji se na temelju postojećeg istraživanja smatra da je efektivnija od drugih strategija, uspoređujući dvije različite kategorije proizvodnih marki te jednu uslužnu marku uz uvjet da je svaka od marki pozicionirana na temelju dotične strategije. Dakle, istraživanjem se želi ispitati može li se strategija primjenjivana od strane svih triju marki ocijeniti kao uspješna te postoje li i kolika su međusobna odstupanja u uspješnosti istraženih marki uzimajući u obzir jedino potrošačku perspektivu.
Istraživanje je kvantitativno u obliku tri digitalna anketna upitnika prikazujući ispitanicima stvarne video oglase vezane uz istraživane marke proizvoda. Marke koje su istražene su Michael Kors kao luksuzna marka hedonističkih proizvoda višeg stupnja uključenosti potrošača, zatim Converse All Star kao marka proizvoda široke potrošnje i nižeg stupnja uključenosti te marka T-Com kao uslužna marka.
U istraživanju je sudjelovalo 142 ljudi i svatko od njih ispunio je sva 3 anketna upitnika. Stupanj uspješnosti strategije određen je kroz potrošačku percepciju naklonosti marki, diferencijacije i kredibiliteta uz kontroliranje marki specifičnih, proizvodnom razredu specifičnih te socio-demografskih utjecaja.
Rezultati ovog istraživanja pokazuju kako se strategija pozicioniranja marke na temelju indirektnog benefita za potrošače ne može smatrati uspješnijom drugih strategija za svaku kategoriju proizvoda s obzirom da su pronađene varijacije u razini efektivnosti benefit strategije među trima različitim kategorijama proizvoda/usluga. Također, utvrđeno je kako postoji razlika u efektivnosti strategije svake pojedine marke ukoliko uzmemo u obzir varijablu spola za svaku od marki.

Abstract (english)

The subject of this thesis is to analyze the perceived position of a brand from a consumer perspective. The aim of the thesis is to examine the implementation of the strategy which is, based on existing research, believed to be more effective than the other strategies, comparing two different product brand categories and one service brand, on condition that each of the brands is positioned on the basis of the concerned strategy. So the research is to examine whether the strategy applied by all three brands could be evaluated as successful and whether there are and how big are the discrepancies in the success of explored brands explored taking into account only the consumer perspective.
The research was quantitative in the form of three digital questionnaires showing respondents actual video ads related to the researched brands. Brands that are researched are Michael Kors as hedonistic luxury high involvement brand, then Converse All Star as a brand of products of mass consumption and a lower level of involvement and brand T-Com as a service brand.
142 people participated in the study, and each one of them has fulfilled all three questionnaires. The degree of the success of the strategy has been determined by consumer perceptions of brands favorability, differentiation and credibility while controlling for brand-specific, product-class specific and socio-demographic influences.
The results of this research show that the brand positioning strategy based on the indirect benefits for the consumers cannot be considered more successful than other strategies for every product category considering that variations in the level of effectiveness of the benefit strategy were found between three different categories of products/services. Also, it was found that there is a difference in the effectiveness of the strategy of each brand if we take into consideration the gender variable for each of the brands.

• Keywords: strategija pozicioniranja; pozicioniranje marke; potrošači
• Keywords (english): positioning strategy; brand positioning; customers
• Language: croatian
• URN:NBN: urn:nbn:hr:148:750268
• 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: 2016-09-27 15:50:52