Privatne marke kao graditelji imidža trgovačkog lanca

master's thesis

• Title (english): PRIVATE LABELS AS A RETAILERS IMAGE BUILDERS
• Author: Ante Grbavac
• Mentor: Sandra Horvat (mentor); MBZ: 286555
• Committee member: Tanja Komarac (predsjednik povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2019-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Privatne marke imaju sve značajniju ulogu u trgovačkim lancima s obzirom da se razbijaju stereotipi o njihovim potrošačima kao osobama nužno nižeg prihoda, osjetljivim na cijenu. Danas, kada su korisnici privatnih maraka potrošači različitog spektra kupovne moći koji traže kvalitetne alternative markama proizvođača, važnost privatnih maraka može se promatrati i u njihovom djelovanju na trgovački lanac. Dosadašnja istraživanja su pokazala da imidž trgovačkog lanca i kvaliteta usluge pozitivno djeluju na potrošačevu percepciju privatne marke. S obzirom da je većina dosadašnjih istraživanja usredotočena na taj odnos, ovaj rad sagledava obrnuti odnos, odnosno ulogu koju privatne marke imaju u izgradnji imidža trgovačkog lanca. Rezultati su pokazali da se transfer imidža privatne marke na marku trgovačkog lanca oslanja na tri dimenzije – cjenovnu, koja obuhvaća razinu cijena i vrijednost koju potrošač dobiva za novac, zatim dimenziju ponude koja se odnosi na širinu asortimana, kvalitetu proizvoda i ambalažu, te vrijednosnu dimenziju koja uključuje brigu za okoliš, zaštitu potrošačevih interesa, posvećenje održivom razvoju, bliskosti potrošačima te prikladnost. Maloprodajni menadžment stoga mora biti oprezan pri upravljanju privatnom markom kako ne bi proizveo negativne posljedice za vlastiti trgovački lanac.

Abstract (english)

Private labels have a significant role in retail chains, since they have the ability to counter stereotypes about their consumers as lower income, price sensitive individuals. Nowadays, when private label users are consumers of a different spectrum of purchasing power seeking a higher quality alternative brand, the importance of private labels can also be observed from their impact on the chain. Research to date has shown the image of the retail chain and the quality of service, acting positively on consumer perceptions of the private label. Since most of the research has focused on this relationship, this paper looks in the opposite relationship – the role that private labels have in building the image of the retail chain. The results showed that the transfer of private label image to the retailer brand relies on three dimensions - price, which includes the price level and value the consumer gets for the money, then the supply dimension related to the breadth of the product range, product quality and packaging, and a value dimension that includes care for the environment, protection of consumer interests, commitment to sustainable development, consumer closeness, and appropriateness. Retail management therefore needs to be cautious about managing a private brand so as not to produce negative consequences for its own retail chain.

• Keywords: privatne marke; trgovački lanci; transfer imidža
• Keywords (english): private label brands; retail chains; image transfer
• Language: croatian
• URN:NBN: urn:nbn:hr:148:206681
• 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: 2019-10-01 19:20:57