Percepcija potrošača o globalnim i lokalnim privatnim markama međunarodnih trgovačkih lanaca

master's thesis

• Title (english): Consumer perception of global and local private labels owned by the international retail chains
• Author: Gloria Bakočević
• Mentor: Sandra Horvat (mentor); MBZ: 286555
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2019-09-27, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Porast broja privatnih maraka kako u cijelom svijetu, tako i na tržištu Hrvatske je evidentan i gotovo da ne postoji trgovački lanac koji u svojoj ponudi proizvoda nema lokalne i/ili globalne privatne marke. Unatoč velikoj zastupljenosti proizvoda privatnih maraka na tržištu, potrošači imaju kriterije koje proizvodi moraju ispuniti, a pregledom literature kao važniji su se istaknuli percipirana kvaliteta, percipirana cijena, percipirani rizik i percipirana vrijednost. Sukladno tome, međunarodni trgovački lanci u Hrvatskoj koji su bili odabrani u svrhu provođenja istraživanja su Spar, Lidl i Kaufland. Iz svakog od navedenih međunarodnih trgovačkih lanaca su bile odabrane dvije privatne marke, jedna lokalna i jedna globalna. Cilj istraživanja diplomskog rada je spoznati percepciju potrošača o lokalnim i globalnim privatnim markama međunarodnih trgovačkih lanaca te je u svrhu ispunjenja cilja rada provedeno jednokratno opisno istraživanje na prigodnom uzorku od 107 ispitanika, a kao instrument za provođenje istraživanja korišten je anketni upitnik. Rezultati istraživanja ukazali su na to da je percipirana kvaliteta najvažnije obilježje proizvoda privatnih i lokalnih i globalnih maraka, dok percipirana cijena nema značajniju ulogu pri odabiru proizvoda ukoliko je isti kvalitetan. Također, percipirani rizik je nezamjetan, odnosno potrošači ne smatraju da je kupovina privatnih maraka u odnosu na proizvođačke marke rizična, a u pogledu percipirane vrijednosti, potrošači smatraju da proizvodi lokalnih i globalnih privatnih maraka nude dobru vrijednost za novac. Konkretnije, u primjeru globalne privatne marke Spar ispitanici smatraju da je ista kvalitetnija, cjenovno pristupačnija, da pruža dobru vrijednost za novac te posjeduje manji stupanj rizika u odnosu na lokalnu privatnu marku Vrtovi Hrvatske. U slučaju trgovačkih lanaca Lidl i Kaufland je situacija malo drugačija, pa tako ispitanici smatraju da su lokalne privatne marke (Okusi Zavičaja i Naše mi najbolje paše) kvalitetnije u odnosu na globalne privatne marke (Pilos i K-Classic). S druge strane, cijene globalnih privatnih maraka ispitanici percipiraju pristupačnijima od cijena lokalnih privatnih maraka, pa je isto tako i percipirana vrijednost globalnih privatnih maraka veća. U pogledu percipiranog rizika, ispitanici smatraju da su lokalne privatne marke manje rizične u odnosu na globalne privatne marke.

Abstract (english)

The increase in the number of private label products worldwide and in the Croatian market is evident and there is almost no retail chain that does not have local and / or global private labels in its assortment. Despite the large presence of private label products on the market, consumers have criteria that the products must meet and in the literature the most common are perceived quality, perceived price, perceived risk and perceived value. The international retail chains in Croatia selected for the purpose of conducting the research are Spar, Lidl and Kaufland. Two private labels were selected from each of these international retail chains, one local and one global private label. The aim of this research is to find out the consumer perceptions of local and global private labels of these international retail chains, and in order to fulfill the objective of the study, a one-time descriptive survey was conducted on a suitable sample of 107 respondents. Survey questionnaire was used as a research tool. Survey results indicated that perceived quality is the most important characteristic of local and global private label products, while perceived price plays no significant role on product selection if the product has high quality. Also, perceived risk is insignificant, that is, consumers do not consider the purchase of private labels in relation to manufacturer's brands to be risky. In terms of perceived value, consumers believe that the products of local and global private labels offer good value for money. More specifically, in the example of the global private label Spar, respondents believe that it has better quality, it is more affordable, provides good value for money and has a lower degree of risk compared to the local private label Vrtovi Hrvatske. In the case of the Lidl and Kaufland, the situation is a little bit different. The respondents believe that the local private labels (Okusi Zavičaja and Naše mi najbolje paše) have better quality than global private labels (Pilos and K-Classic). On the other hand, the respondents consider the prices of global private labels more affordable than the prices of local private labels and the perceived value of global private labels is also higher. In terms of perceived risk, respondents find that local private labels are less risky than global private labels.

• Keywords: privatne marke; percepcija; potrošači; lokalne privatne marke; globalne privatne marke
• Keywords (english): private labels; perception; consumers; local private labels; global private labels
• Language: croatian
• URN:NBN: urn:nbn:hr:148:227422
• Study programme: Title: Business Economics; specializations in: Finance, Accounting, Marketing, Organization and management, Trade, Tourism, Analysis and Business planning, Business informatics; Course: Marketing; Study programme type: university; Study level: graduate; Academic / professional title: diplomirani/a ekonomist/ekonomistica (diplomirani/a ekonomist/ekonomistica)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2019-10-02 20:29:32