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master's thesis
UVOĐENJE NOVOG PROIZVODA NA TRŽIŠTE: PRIMJER TVRTKE „HEDERA D.O.O.“
diplomski rad
Split: University of Split, Faculty of economics Split, 2020. urn:nbn:hr:124:607274
Radić, Ivan
University of Split
Faculty of economics Split

Institutional repository: REFST

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Radić, I. (2020). UVOĐENJE NOVOG PROIZVODA NA TRŽIŠTE: PRIMJER TVRTKE „HEDERA D.O.O.“ : diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:607274

Radić, Ivan. "UVOĐENJE NOVOG PROIZVODA NA TRŽIŠTE: PRIMJER TVRTKE „HEDERA D.O.O.“ : diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2020. https://urn.nsk.hr/urn:nbn:hr:124:607274

Radić, Ivan. "UVOĐENJE NOVOG PROIZVODA NA TRŽIŠTE: PRIMJER TVRTKE „HEDERA D.O.O.“ : diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2020. https://urn.nsk.hr/urn:nbn:hr:124:607274

Radić, I. (2020). 'UVOĐENJE NOVOG PROIZVODA NA TRŽIŠTE: PRIMJER TVRTKE „HEDERA D.O.O.“ : diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 20 November 2024, https://urn.nsk.hr/urn:nbn:hr:124:607274

Radić I. UVOĐENJE NOVOG PROIZVODA NA TRŽIŠTE: PRIMJER TVRTKE „HEDERA D.O.O.“ : diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2020 [cited 2024 November 20] Available at: https://urn.nsk.hr/urn:nbn:hr:124:607274

I. Radić, "UVOĐENJE NOVOG PROIZVODA NA TRŽIŠTE: PRIMJER TVRTKE „HEDERA D.O.O.“ : diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:124:607274

Metadata
TitleUVOĐENJE NOVOG PROIZVODA NA TRŽIŠTE: PRIMJER TVRTKE „HEDERA D.O.O.“ : diplomski rad
AuthorIvan Radić
MentorIvana Kursan Milaković (mentor)
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2020-08, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Svrha ovog rada bila je ispitati upoznatost vlasnika mačaka s dodacima prehrani, spremnost na korištenje suplemenata na bazi pčelinjih proizvoda te načinu korištenja i kupovine preko Interneta. Također, cilj je bio ispitati koje kanale bi bilo idealno koristiti ako bi se pokušalo tržišno predstaviti nove proizvode, odnosno dodatke prehrani za mačke. Korištenje online platformi definitivno je budućnost, ali i sadašnjost marketinga, a najveća vrijednost svakog Internetskog poslovanja je baza korisnika koju gradimo i imamo. Provedeno je anketno istraživanje u kojem su sudjelovala 292 ispitanika. Rezultati istraživanja pokazuju da vlasnici mačaka još uvijek nisu u potpunosti upoznati s pogodnostima dodataka prehrani, dok su im stavovi prema pčelinjim proizvodima bili uglavnom pozitivni. Također se pokazalo da su ispitanici, ukoliko su proizvodi učinkoviti i prirodni, spremni iste uvesti u dnevnu brigu o svojim mačkama. Nadalje, Internet kao platformu za kupovinu su ispitanici spremni koristiti ukoliko je ista percipirana sigurnom i kredibilnom. U zaključku su se naveli konkretni koraci i predložene strategije s kojima se može pokrenuti plasman novih proizvoda na tržište. Također se na kraju rada daje uvid u ograničenja rada i smjernice za buduća istraživanja.
Abstract (english)
The purpose of this study was to examine the familiarity of cat owners with dietary supplements, their willingness to use supplements based on bee products, the usage of Internet and their online purchase behaviour Also, the goal was to examine which channels would be ideal to use if we tried to introduce new products, cat food supplements, to the market. Using online platforms is the future, but also the present of marketing, and the greatest value of any Internet business is the user database. 292 respondents took part in the survey and according to the answers it can be concluded that cat owners are still not fully aware of the benefits of food supplements, while their general attitudes towards bee products are mostly affirmative. The results showed that if these products are perceived as efficient and natural, the respondents are willing to introduce them in the cat daily care. They are ready to use the Internet as a shopping platform if it is perceived as completely safe and trustworthy. In conclusion, concrete steps and proposed strategies of how to launch new products on the market are elaborated. In addition, at the end of the paper, research limitations and guidelines for future research are provided.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:607274
Study programmeTitle: Business Studies
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2020-09-08 08:09:49