Percipirani rizik u kupnji privatnih marki proizvoda široke potrošnje

master's thesis

• Title (english): Perceived risk in purchasing of private label products
• Author: Diana Lažec
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Ružica Brečić (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

Percipirani rizik sastavni je dio potrošačeva života i neizostavna je pojava s kojom se on
svakodnevno susreće. Ovaj diplomski rad usmjerava se na potrošačevu percepciju rizika u
kupnji privatnih marki proizvoda. Za potrebu izrade ovog diplomskog rada provedeno je i
istraživanje u sklopu kojeg su istražene različite razine četiriju vrsta percipiranog rizika, a to
su funkcionalni rizik, financijski rizik, psihološki rizik i socijalni rizik. Kako bi se što bolje
utvrdilo prisustvo percipiranog rizika prilikom kupnje privatnih marki istraživanje je
provedeno na tri kategorije proizvoda, a to su prehrambeni proizvodi, kozmetički proizvodi i
mali kućanski aparati. Obzirom da privatne marke postoje već dugi niz godina na svjetskom
tržištu, ukratko je predstavljen i prikaz razvoja privatnih maraka kroz povijest te razvoj
privatnih maraka na hrvatskom tržištu.

Abstract (english)

Consumer perceived risk is a part of consumer life and indispensable everyday phenomenon.
In this work is the accent is on consumer perceived risk i buying a private labels of products.
For this work was conducted a research in which were explored four types of perceived risk,
performance risk, financial risk, psychological risk and social risk. For better definition of
perceived risk in research were inculded three categories of products, alimentary products,
cosmetic products and small house devices. Considering that private labels are existing for
centuries on the world market, in short view of history evolution of private labels is also
presented in this work with evolution of private labels which are existing on croatian market.

• Keywords: percipirani rizik; privatne marke proizvoda; povijesni razvoj privatnih marki proizvoda; privatne marke proizvoda u Hrvatskoj
• Keywords (english): perceived risk; private labels; hystorical evolution of private labels; private labels in Croatia
• Language: croatian
• URN:NBN: urn:nbn:hr:148:620402
• 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: 2016-10-20 09:32:12