Zemlja podrijetla kao odrednica percepcije kvalitete proizvoda

master's thesis

• Title (english): Country of Origin as Determinant of Perception for Product Quality
• Author: Mateja Malogorski
• Mentor: Zoran Krupka (mentor)
• Committee member: Zoran Krupka (predsjednik povjerenstva)
• Committee member: Sunčana Piri Rajh (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: 2019-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Zemlja podrijetla proizvoda kao i percepcija kvalitete proizvoda koju potrošači imaju o određenoj zemlji utječe na donošenje same odluke o kupovini. U uvjetima globalizacije, zemlja podrijetla često postaje determinanta koja se temelji na imidžu zemlje i imidžu proizvoda u svijesti potrošača. Iako je kvaliteta proizvoda vrlo subjektivna i pod utjecajem potrošača, ona isto tako ovisi o ekonomskoj razvijenosti zemlje podrijetla i same zemlje potrošača. Ovisno o razini kupovnog rizika, potrošači traže više informacija o samom proizvodu, cijeni, marki pa i zemlji podrijetla prilikom donošenja kupovnih odluka.
Ovisno o kategoriji proizvoda mijenja se i percepcija kvalitete proizvoda, pogotovo kada se radi o proizvodima razvijene i nerazvijene zemlje. Istraživanje je provedeno na prigodnom uzorku hrvatskih i njemačkih građana te je ukupno sudjelovalo 222 ispitanika. Provedenim istraživanjem je zaključeno kako zemlja podrijetla proizvoda utječe na percepciju kvalitete proizvoda gdje su ispitanici obje zemlje izrazili pozitivne stavove prema proizvodima iz razvijene zemlje u odnosu na proizvode iz nerazvijene zemlje. Također, zemlja podrijetla proizvoda predstavljala je veći značaj pri odabiru proizvoda niskog kupovnog rizika u odnosu na proizvod visokog kupovnog rizika.
U konačnici, kvaliteta proizvoda ovisi o percepciji potrošača te se mijenja ovisno o trendovima na tržištu, stoga je važno nastaviti istraživati područje kako bi se bolje razumjeli stavovi i percepcije potrošača o određenim kategorijama proizvoda ovisno o zemlji podrijetla proizvoda.

Abstract (english)

The country of origin as well as the quality of the product that consumers have about a particularcountry influencesthe decision about the purchase. In terms of globalization, the country of origin often becomes a benchmark based on the image of the country and the product in the minds of consumers. Although the quality of the product is very subjective and influenced by consumers, it also depends on the economical development of the country of origin as well as the country of consumers. Depending on the buying risk level, consumers seek more information about the product itself, the price, the design and even the country of origin when making decisions about the purchase.
The perception of the quality of the product is changing depending on product category, and it is affected by the fact, if the product comes from developed or underdeveloped county.The survey was conducted on Croatian and German citizens and a total of 222 respondents participated. The verified research concluded that the country of origin impacts on perception of product quality, in which subjects of targeted countries showed positive attitude towards products from developed countries, rather than undeveloped. Also, the country of origin of the product was of greater importance when choosing a low purchasing risk product compared to high purchasing risk product.
In conclusion, the product quality depends on the perception of consumers and changes depending on the market momentum, so it is important to explore the area to better understand the attitudes and perception of consumers in certain product categories depending on country of origin of the product.

• Keywords: zemlja podrijetla; kvaliteta proizvoda; kategorija proizvoda; kupovni rizik
• Keywords (english): county of origin; product quality; product category; purchase risk
• Language: croatian
• URN:NBN: urn:nbn:hr:148:539804
• 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: Open access
• Created on: 2019-09-26 13:12:06