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undergraduate thesis
ISTRAŽIVANJE ZADOVOLJSTVA I LOJALNOSTI KUPACA PRIVATNIM MARKAMA NA PRIMJERU TVRTKE "DM-DROGERIE MARKT D.O.O."
Split: University of Split, 2024. urn:nbn:hr:228:888044
Kumrić, Dajana
University of Split
University Department of Professional Studies
Department of Management, Trade and Tourism

Institutional repository: Repository of University Department of Professional Studies

Cite this document

Kumrić, D. (2024). ISTRAŽIVANJE ZADOVOLJSTVA I LOJALNOSTI KUPACA PRIVATNIM MARKAMA NA PRIMJERU TVRTKE "DM-DROGERIE MARKT D.O.O." (Undergraduate thesis). Split: University of Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:228:888044

Kumrić, Dajana. "ISTRAŽIVANJE ZADOVOLJSTVA I LOJALNOSTI KUPACA PRIVATNIM MARKAMA NA PRIMJERU TVRTKE "DM-DROGERIE MARKT D.O.O."." Undergraduate thesis, University of Split, 2024. https://urn.nsk.hr/urn:nbn:hr:228:888044

Kumrić, Dajana. "ISTRAŽIVANJE ZADOVOLJSTVA I LOJALNOSTI KUPACA PRIVATNIM MARKAMA NA PRIMJERU TVRTKE "DM-DROGERIE MARKT D.O.O."." Undergraduate thesis, University of Split, 2024. https://urn.nsk.hr/urn:nbn:hr:228:888044

Kumrić, D. (2024). 'ISTRAŽIVANJE ZADOVOLJSTVA I LOJALNOSTI KUPACA PRIVATNIM MARKAMA NA PRIMJERU TVRTKE "DM-DROGERIE MARKT D.O.O."', Undergraduate thesis, University of Split, accessed 01 December 2024, https://urn.nsk.hr/urn:nbn:hr:228:888044

Kumrić D. ISTRAŽIVANJE ZADOVOLJSTVA I LOJALNOSTI KUPACA PRIVATNIM MARKAMA NA PRIMJERU TVRTKE "DM-DROGERIE MARKT D.O.O." [Undergraduate thesis]. Split: University of Split; 2024 [cited 2024 December 01] Available at: https://urn.nsk.hr/urn:nbn:hr:228:888044

D. Kumrić, "ISTRAŽIVANJE ZADOVOLJSTVA I LOJALNOSTI KUPACA PRIVATNIM MARKAMA NA PRIMJERU TVRTKE "DM-DROGERIE MARKT D.O.O."", Undergraduate thesis, University of Split, Split, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:228:888044

Metadata
TitleISTRAŽIVANJE ZADOVOLJSTVA I LOJALNOSTI KUPACA PRIVATNIM MARKAMA NA PRIMJERU TVRTKE "DM-DROGERIE MARKT D.O.O."
Title (english)RESEARCH ON SATISFACTION AND LOYALITY TOWARDS PRIVATE LABELS ON THE EXAMPLE OF COMPANY "DM-DROGERIE MARKT D.O.O."
AuthorDajana Kumrić
MentorDanijela Perkušić Malkoč (mentor)
Committee memberSenka Borovac Zekan (član povjerenstva)
Committee memberKatja Rakušić Cvrtak (član povjerenstva)
GranterUniversity of Split
(University Department of Professional Studies)
(Department of Management, Trade and Tourism)
Split
Defense date and country2024-09-18, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Rad se sastoji od dva dijela. Prvi dio analizira pojmove privatne marke te zadovoljstva i lojalnosti kupaca, dok drugi dio istražuje stavove i preferencije kupaca na primjeru privatnih marki tvrtke „DM- drogerie markt d.o.o.“. Privatne marke danas imaju sve veći udio u kupčevim košaricama te im je sve veći broj kupaca i lojalan. U radu je objašnjen pojam privatne marke te je prikazana povijest privatnih marki u svijetu i u Hrvatskoj. Analizirani su pojmovi zadovoljstva i lojalnosti koji su usko povezani te su jednako bitni za tržišni uspjeh. Prikazani su različiti načini pomoću kojih se vrši izračun zadovoljstva i lojalnosti. U praktičnom dijelu rada, u okviru primarnog istraživanja, cilj je bio saznati jesu li kupci zadovoljni i lojalni privatnim markama tvrtke „DM – drogerie markt“ te na taj način postići uvid kako uspješno upravljati privatnim markama.
Abstract (english)
The paper consists of two parts. The first part analyzes the concepts of private brand and costumer sasisfaction and loyalty, while the second part investigates the attitudes and preferences of costumers on the example of private brands of the company „DM-drogerie markt d.o.o.“ Today, private brands have an increasing share in costumer baskets and an increasing number of costumers are also loyal to them. The paper explains the concept of private label and presents the history of private labels in te world and in Croatia. The concepts of satisfaction and loyalty are analyzed, which are closely related and equally important for market success. Different ways of calculating satisfaction and loyalty are presented. In te practical part of the work ,as part of the primary research, the goal was to find out whether are satisfied and loyal to the private brands of the company „DM- drogerie markt“ and in this way to gain insight into how to successfully manage private brands.“
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:228:888044
Study programmeTitle: Trade and Tourism Management
Study programme type: professional
Study level: undergraduate
Academic / professional title: prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
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Created on2024-11-08 11:20:01