prikaz prve stranice dokumenta Uloga imidža maloprodajnog lanca u namjeri kupnje privatne marke
Access restricted to students and staff of home institution
master's thesis
Uloga imidža maloprodajnog lanca u namjeri kupnje privatne marke
Zagreb: University of Zagreb, Faculty of Economics and Business, 2022. urn:nbn:hr:148:174778
Miljan, Klara
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Miljan, K. (2022). Uloga imidža maloprodajnog lanca u namjeri kupnje privatne marke (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:174778

Miljan, Klara. "Uloga imidža maloprodajnog lanca u namjeri kupnje privatne marke." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2022. https://urn.nsk.hr/urn:nbn:hr:148:174778

Miljan, Klara. "Uloga imidža maloprodajnog lanca u namjeri kupnje privatne marke." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2022. https://urn.nsk.hr/urn:nbn:hr:148:174778

Miljan, K. (2022). 'Uloga imidža maloprodajnog lanca u namjeri kupnje privatne marke', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 24 December 2024, https://urn.nsk.hr/urn:nbn:hr:148:174778

Miljan K. Uloga imidža maloprodajnog lanca u namjeri kupnje privatne marke [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2022 [cited 2024 December 24] Available at: https://urn.nsk.hr/urn:nbn:hr:148:174778

K. Miljan, "Uloga imidža maloprodajnog lanca u namjeri kupnje privatne marke", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:148:174778

Metadata
TitleUloga imidža maloprodajnog lanca u namjeri kupnje privatne marke
Title (english)The role of retailers' image in the private label purchase intention
AuthorKlara Miljan
MentorSandra Horvat (mentor)
Committee memberMiroslav Mandić (predsjednik povjerenstva)
Committee memberIrena Pandža Bajs (član povjerenstva)
Committee memberSandra Horvat (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2022-07-12, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Maloprodajni lanci suočeni su sa snažnom konkurencijom, stoga u svoj asortiman uvode privatnu marku kako bi podmirili potrebe što većeg broja potrošača, kako bi konstantno unaprjeđivali svoje poslovanje te kako bi se istaknuli od konkurencije i bolje se pozicionirali na tržištu. Imidž maloprodajnog lanca ima značajnu ulogu u privlačenju i zadržavanju kupaca, posebice u uvjetima snažne konkurencije jer se ne može kopirati, jedinstven je i po njemu se maloprodajni lanac prepoznaje. Obzirom na važnost imidža u poslovanju, u radu se proučava i istražuje uloga imidža maloprodajnog lanca u namjeri kupnje privatne marke. U svrhu ispunjenja cilja rada, provedeno je jednokratno opisno istraživanje na prigodnom uzorku od 150 ispitanika. Rezultati dobiveni provedenim istraživanjem pokazali su da pozitivan imidž maloprodajnog lanaca ima pozitivnu ulogu u namjeri kupnje privatne marke te se na temelju navedenih rezultata mogu potvrditi dosadašnja istraživanja o međuodnosu istraživanih varijabli. Zaključak rada je da pozitivan imidž maloprodajnog lanca potrošači uzimaju u obzir prilikom kupnje privatne marke jer ih uvjerava u kvalitetu privatne marke, povećava imidž svoje privatne marke te povećava namjeru kupnje privatne marke.
Abstract (english)
Retailers are facing strong competition, so they are introducing a private label into their assortment to meet the needs of as many consumers as possible, to constantly improve their business, to stand out from the competition and to better position themselves in the market. The retail chain's image plays a significant role in attracting and retaining customers, especially in conditions of strong competition because it cannot be copied, it is unique and differentiates the retailer by it. Given the importance of image in business, the paper studies and investigates role of a retail chain image in the intention to buy a private label. In order to meet the defined goal, a descriptive survey was carried out on a convenient sample of 150 respondents. The results obtained by the conducted research showed that the positive image of the retail chain has a positive role in the intention to purchase a private label corroborating previous research in the field. The conclusion of the paper is that the positive image of the retail chain affects consumers when buying a private label because it convinces them of the quality of a private label, increases the image of its private label and increases the intention to buy a private label.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:174778
Study programmeTitle: Management and marketing in retail
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni/a specijalist/specijalistica menadžmenta i marketinga maloprodaje (stručni/a specijalist/specijalistica menadžmenta i marketinga maloprodaje)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-07-12 16:57:03