ULOGA MARKETINŠKIH ČIMBENIKA U PERCEPCIJI RAZLIKE U KVALITETI IZMEĐU PRIVATNIH I PROIZVOĐAČKIH MARAKA U KATEGORIJI PREHRAMBENIH PROIZVODA

master's thesis

• Title (english): THE ROLE OF MARKETING FACTORS IN THE PERCEPTION OF QUALITY BETWEEN PRIVATE LABELS AND MANUFACTURER BRANDS
• Author: Helena Gečević
• Mentor: Sandra Horvat (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-07-01, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Privatne marke su se od svog prvog pojavljivanja na tržištu pa sve do danas značajno
poboljšale kako u kvaliteti tako i u segmentu marketinga i tehnologije u proizvodnji. Dugi niz
godina su bile percipirane kao proizvodi niske kvalitete te su potrošači imali rezervirani stav
prema njima. Zahvaljujući upornosti distributera i njihovoj želji da konkuriraju i ostvare
prednost nad proizvođačkim markama, privatne marke danas nude proizvod iste ili bolje
kvalitete od proizvođačke marke. Brojna provedena istraživanja o percepciji kvalitete u
kategoriji prehrambenih proizvoda su pokazala da potrošači različito percipiraju proizvod i
njegovu kvalitetu ovisno o tome o kojoj marki je riječ. Kada se potrošače traži da odaberu isti
proizvod od kojih je jedan proizvođačka marka, a drugi privatna marka prednost ostvaruju
proizvođačke marke dok s druge strane kada se provodi slijepi test gdje se ne vidi o kojoj
marki je riječ prednost ostvaruju privatne marke. Važnost marketinških čimbenika se upravo
ogleda u njihovom utjecaju na percepciju potrošača kroz čimbenike promotivnih aktivnosti,
ambalaže, inovativnosti proizvoda i cjenovne promocije. Cilj ovog diplomskog rada je
definirati ulogu marketinških čimbenika u percepciji razlike u kvaliteti između privatne i
proizvođačke marke te je provedeno jednokratno opisno istraživanje u obliku anketnog
upitnika na prigodnom uzorku od 101 ispitanika. Istraživanje je provedeno online na dvije
kategorije proizvoda čokolade i čipsa te je za mjerenje rezultata korištena Likertova skala.
Rezultati istraživanja su pokazali da cjenovne promocije i oglašavanje kao marketinški
čimbenici imaju pozitivnu ulogu u percepciji razlike u kvaliteti u obje kategorije proizvoda,
no do razlike u rezultatima dolazi kod inovativnosti proizvoda jer u kategoriji čokolade ovaj
marketinški čimbenik ima važnu ulogu u percepciji razlike u kvaliteti između privatne i
proizvođačke marke. S druge strane, u kategoriji čipsa uloga inovativnosti proizvoda kao
marketinškog čimbenika skupa s ambalažom proizvoda nije od presudne važnosti odnosno
ispitanici imaju neutralan stav.

Abstract (english)

From their first appearance on the market until today, private labels have significantly
improved both in quality and in the segment of marketing and production technology. For
many years, they were perceived as low quality products and consumers had reserved
attitudes towards them. Thanks to the persistence of distributors and their desire to compete
and create an advantage over national brands, private labels today offer a product of the same
or better quality than manufacturer brands. Numerous studies on the perception of quality in
the category of food products have shown that consumers perceive the product differently and
its quality depending on which brand they evaluate. When consumers are asked to choose the
same product, one of which is a national brand and the other a private label, the advantage is
gained by national brands, while on the other hand when a blind test is conducted where
respondents do not see the brand, private brands have an advantage. The importance of
marketing factors is reflected in their impact on consumer perception through factors of
promotional activities, packaging, product innovation and price promotion. The aim of this
thesis is to define the role of marketing factors in the perception of the difference in quality
between private and manufacturer brands and descriptive survey was conducted in the form of
a questionnaire on a sample of 101 respondents. The research was conducted online on two
product categories - chocolate and potato chips. The Likert scale was used to measure the
results. The results of the research showed that price promotions and advertising as marketing
factors have a positive role in the perception of quality differences in both product categories,
but the difference in results occurs when it comes to product innovation because in the
chocolate category this marketing factor plays an important role in perceiving quality
differences between private and manufacturing brands. On the other hand, in the chips
category, the role of product innovation as a marketing factor together with product packaging
is not crucial, ie respondents have a neutral attitude.

• Keywords: privatne marke; kvaliteta; hrana; marketinški čimbenici; proizvođačke marke
• Keywords (english): private labels; quality; food; marketing factors; national brands
• Language: croatian
• URN:NBN: urn:nbn:hr:148:726312
• 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: 2022-07-06 19:57:48