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master's thesis
Uloga obilježja proizvida u percepciji kvalitete privatnih maraka
Zagreb: University of Zagreb, Faculty of Economics and Business, 2015. urn:nbn:hr:148:357008
Karalić, Ljubica
University of Zagreb
Faculty of Economics and Business

Institutional repository: REPEFZG

Cite this document

Karalić, Lj. (2015). Uloga obilježja proizvida u percepciji kvalitete privatnih maraka (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:357008

Karalić, Ljubica. "Uloga obilježja proizvida u percepciji kvalitete privatnih maraka." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2015. https://urn.nsk.hr/urn:nbn:hr:148:357008

Karalić, Ljubica. "Uloga obilježja proizvida u percepciji kvalitete privatnih maraka." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2015. https://urn.nsk.hr/urn:nbn:hr:148:357008

Karalić, Lj. (2015). 'Uloga obilježja proizvida u percepciji kvalitete privatnih maraka', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 24 December 2024, https://urn.nsk.hr/urn:nbn:hr:148:357008

Karalić Lj. Uloga obilježja proizvida u percepciji kvalitete privatnih maraka [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2015 [cited 2024 December 24] Available at: https://urn.nsk.hr/urn:nbn:hr:148:357008

Lj. Karalić, "Uloga obilježja proizvida u percepciji kvalitete privatnih maraka", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2015. Available at: https://urn.nsk.hr/urn:nbn:hr:148:357008

Metadata
TitleUloga obilježja proizvida u percepciji kvalitete privatnih maraka
Title (english)The role of product characteristics im perception of pricate labels quality
AuthorLjubica Karalić
MentorSandra Horvat (mentor)
Committee memberMiroslav Mandić (predsjednik povjerenstva)
Committee memberVatroslav Škare (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
Zagreb
Defense date and country2015-09-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Privatne marke su posljednih godina zauzele značajne tržišne udjele na svjetskim pa tako i na hrvatskom tržištu. Primjećen je njihov konstantan rast i razvoj. Poboljšava se njihov odnos cijene i kvalitete, a samim time i percepcija potrošača o kvaliteti tih proizvoda. Privatne marke prisutne su u velikom broju kategorija proizvoda. Kako potrošači nemaju iskustva sa svim proizvodima, za procjenu i percepciju kvalitete koriste se unutarnjim i vanjskim čimbenicima. Potvrđeni su vanjski čimbenici (ime marke, cijena, učestalost oglašavanja, ambalaža) kojima potrošači najčešće utvrđuju unutarnje karakteristike proizvoda kao što su okus, kvaliteta sastojaka i sveukupna kvaliteta. Razna do sada provedena istraživanja utvrdila su da postoje razlike u tome koliko se potrošači oslanjaju na pojedine vanjske čimbenike prilikom procjene unutarnjih čimbenika ovisno o tome jesu li potrošači više naklonjeni privatnim ili proizvođačkim markama. Istraživanje provedeno za potrebe rada također je pokazalo kako u Hrvatskoj postoje potrošači skloni kao i oni neskloni privatnim markama te kako se prilikom ocjene okusa najviše služe imenom marke dok se za procjenu kvalitete ipak oslanjaju na cijenu.
Abstract (english)
Private labels gained impressive market shares on global and Croatian market during last few years. Their constant growth and development has been noticed. The relation between quality and price is improving and by that the consumers percption of them is improving. Private brands can be find in many different product categories. Consumers don't have experience with all of them so they use extrinsic and intrinsic cues to help them judge their quility. Extrinsic (brand name, price, advertising, packing) and intrinsic cues which consumers use to judge product quality have been identified. Intrinsic cues are taste, ingredient quality and overall product quality. Perviously conducted researches indicate there's a difference the way store brand – prone consumers versus nonstore brand prone consumers use extrinsic to valuate intrinsic cues while making their decision about weather to buy private or national brands. The research done for this paper showed there are store brand – prone and nonstore brand prone consumers and that they most relay on brand name to help them judge the taste while for them price is the best indicator of product quality.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:357008
Study programmeTitle: Business Economics
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2016-10-12 11:01:44