Utjecaj kategorizacije proizvoda na kupce dječje hrane

master's thesis

• Title (english): The influence of product categorisation on a baby food customers
• Author: Sonja Žepina
• Mentor: Sanda Renko (mentor); MBZ: 246584
• Committee member: Dora Naletina (predsjednik povjerenstva)
• Committee member: Kristina Petljak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2019-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Predmet ovog rada je kategorizacija proizvoda. Svrha rada je pojasniti utjecaj kategorizacije proizvoda na kupce dječje hrane. U suvremeno doba vrlo široke ponude i velike konkurentnosti poduzećima se teško probiti na tržište. Kategorizacijom vlastitih proizvoda poduzeća podižu svoju prepoznatljivost i uočljivost na policama. Kategorizacija proizvoda podrazumijeva koncept maloprodaje i nabave u kojem se raspon proizvoda koje je kupila poslovna organizacija ili koje trgovac prodaje dijeli na zasebne skupine sličnih, odnosno srodnih proizvoda. Navedeno, između ostalog, rezultira zadovoljnijim kupcima koji se tako lakše snalaze u cjelokupnoj ponudi i više kupuju proizvode određenog poduzeća. Upravljanje kategorijama proizvoda je proces koji doprinosi razvoju poduzeća te povećanju profitabilnosti i prihoda. Istraživanje utjecaja kategorizacije proizvoda na kupce dječje hrane provedeno je na poduzeću Podravka, koje ima status uspješne kompanije i ulogu regionalnog lidera. Na taj način omogućava se bolji uvid u potrebe kupaca, kvalitetnije upravljanje kategorizacijom proizvoda te potencijalne promjene na tržištu.

Abstract (english)

The subject of this thesis is categorization of the product. The purpose of the thesis is to explain and approximate the impact of categorization of products on customers of children food. In modern times, very wide offer and great competitiveness are difficult for businesses to break into the market. By categorising their own products, companies raise their visibility and prominence on the shelves. The categorization of products includes the concept of retail and procurement, in which the range of products purchased by a business organisation or sold by the trader are divided into separate groups of similar or related products. The above, among other things, results in more satisfied customers who are so easily able to deal with the overall offer and buy more products from a particular company. Product category Management is a process that contributes to the development of a company and increases profitability and income. Investigation of the impact of categorization of products on the customers of children's food was carried out at the company Podravka, which has the status of a successful company and the role of regional leader. This allows better insight into customer needs, quality product categorization and potential market changes.

• Keywords: Kategorizacija proizvoda; proizvod; maloprodaja; dječja hrana; Podravka
• Keywords (english): Product categorisation.product; retail; baby food; Podravka
• Language: croatian
• URN:NBN: urn:nbn:hr:148:398438
• 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: 2019-10-01 08:49:03