Uloga percipiranog rizika u namjeri kupnje privatnih marki u kategoriji proizvoda za bebe

master's thesis

• Title (english): THE ROLE OF PERCEIVED RISK IN THE PURCHASE INTENTION OF PRIVATE LABEL BABY PRODUCTS
• Author: Laura Bagić
• Mentor: Sandra Horvat (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Irena Pandža Bajs (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Na današnjem konkurentnom tržištu veliki broj privatnih marki sve više dobiva na značenju, a vlasnici privatnih marki postaju svjesni činjenice da niska cijena nije dovoljna za privlačenje i zadržavanje potrošača. Kvaliteta proizvoda pod privatnim markama značajno je porasla, što su prepoznali mnogi potrošači. Privatne marke danas se mogu pronaći u gotovo svim kategorijama proizvoda, uključujući kategorije proizvoda za bebe. S obzirom na značaj utjecaja percipiranog rizika na namjere kupnje u kupovnom ponašanju potrošača, u radu se proučavaju navedeni konstrukti u kontekstu proizvoda za bebe pod privatnim markama. Cilj diplomskog rada je istražiti utjecaj percipiranog rizika na namjeru kupnje proizvoda za bebe privatnih marki, fokusirajući se na tri kategorije proizvoda: prehrambene proizvode za bebe, proizvode za njegu beba te odjeću za bebe. U svrhu ispunjenja postavljenog cilja, provedeno je istraživanje putem anketnog upitnika na prigodnom uzorku od 134 ispitanika. Rezultati istraživanja ukazuju na relativno nisku percepciju rizika te na relativno visoku namjeru kupnje kod sve tri promatrane kategorije proizvoda za bebe. Drugim riječima, potvrđeni su rezultati dosadašnjih istraživanja te postoji indikacija za negativnu korelaciju između percipiranog rizika i namjere kupnje. Rezultati također pokazuju da je dimenzija socijalnog rizika najmanje značajna za potrošače, kao i da su dimenzije funkcionalnog i financijskog rizika najznačajnije u sve tri ispitivane kategorije proizvoda.

Abstract (english)

In today's competitive market, a large number of private labels are increasing in their importance, and private label owners are aware of the fact that the low price is not sufficient to attract and retain consumers. The quality of private label products has increased significantly, which has been recognized by many consumers. Private label can nowadays be found in almost all product categories, including baby products. Considering the importance of perceived risk influence on purchase intention, the paper deals with these constructs in the context of baby products under private labels. The aim of the thesis is to investigate the role of perceived risk in the intention to purchase private label baby products in three product categories: baby food, baby care products and baby clothes. In order to meet the set goal, a survey was conducted using a questionnaire on a sample of 134 respondents. The results of the research indicate a relatively low perception of risk and a relatively high purchase intention in all three observed baby product categories. In other words, the results of other studies were confirmed and there is an indication of a negative correlation between perceived risk and purchase intention. The results also show that the social risk dimension is the least important for consumers, and functional and financial risk are the most significant in all three examined product categories.

• Keywords: privatne marke; percipirani rizik; namjera kupnje; proizvodi za bebe privatnih marki; tržište proizvoda za bebe
• Keywords (english): private labels; perceived risk; purchase intention; retail brand baby products; baby product market
• Language: croatian
• URN:NBN: urn:nbn:hr:148:527476
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2021-05-06 20:56:35