Title Utjecaj zemlje porijekla brenda i međunarodnog marketinga na stavove potrošača
Title (english) Impact of brand country of origin and international marketing on consumer attitudes
Author Anita Lazar
Mentor Marina Gregorić (mentor)
Committee member Ante Rončević (predsjednik povjerenstva)
Committee member Marina Gregorić (član povjerenstva)
Committee member Damira Keček (član povjerenstva)
Granter University North (University centre Varaždin) (Department of Business Economics) Koprivnica
Defense date and country 2022-09-21, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Economics Marketing
Abstract Poduzeća koja posluju ili koja žele poslovati na međunarodnom tržištu moraju kvalitetno upravljati marketinškim miksom (proizvod, cijena, distribucija, promocija). Poduzeće ne može uspješno poslovati na međunarodnom tržištu bez dobro osmišljenog međunarodnog marketinga. Poduzeća kako bi uspješno poslovala na međunarodnom tržištu trebaju proučiti navike i preferencije potrošača, što je potrebno kako bi znala prilagoditi proizvod i oglašavanje međunarodnom tržištu te kako bi provela uspješnu integriranu marketinšku komunikaciju. Kako je tematika ovog rada utjecaj zemlje porijekla na brend, istražilo se kako invazija Rusije na Ukrajinu utječe na poslovanje poduzeća Lukoil Croatia d.o.o.
Predmet istraživanja ovog rada je utjecaj zemlje porijekla brenda na percepciju kvalitete brenda od strane potrošača te kako invazija Rusije na Ukrajinu utječe na poslovanje poduzeća Lukoil Croatia d.o.o. Cilja rada je istražiti kako zemlja porijekla utječe na potrošače i njihovu odluku o kupovini te kako invazija Rusije na Ukrajinu utječe na poslovanje poduzeća Lukoil Croatia d.o.o. Navedeno će se istražiti pomoću sustavnog promatranja sekundarnih izvora informacija, odnosno relevantne stručno znanstvene literature i statističkom obradom podataka iz primarnog istraživanja pomoću anketnog upitnika. U skladu s ciljevima primarnog istraživanja postavljene su sljedeće hipoteze: Zemlja porijekla utječe na percepciju kvalitete brenda od strane potrošača (H1) i Invazija Rusije na Ukrajinu neće utjecati na poslovanje multinacionalne kompanije Lukoil Croatia d.o.o. (H2) Ovim radom želi se doprinijeti boljem razumijevanju međunarodnog marketinga, kako integrirana marketinška komunikacija može utjecati na poslovanje poduzeća i na koji način zemlja porijekla utječe na stavove potrošača kod odabira proizvoda (brendova). Primarnim istraživanjem istražilo se koje karakteristike brenda potrošači najviše vrjednuju, što za njih predstavlja zemlja porijekla i zašto im je važna kod odabira proizvoda (brenda) te sukladno tome istražilo se kako potrošači percipiraju poduzeće Lukoil Croatia d.o.o. koje je dio ruske grupacije Lukoil, uzimajući u obzir trenutnu situaciju koja je nastala s invazijom Rusije na Ukrajinu.
Abstract (english) Companies that operate or want to operate on the international market must manage the marketing mix (product, price, distribution, promotion) well. A company cannot operate successfully on the international market without well-designed international marketing. In order to operate successfully on the international market, companies need to study the habits and preferences of consumers, which is necessary in order to know how to adapt the product and advertising to the international market and to carry out successful integrated marketing communication. As the topic of this paper is the influence of the country of origin on the brand, it was investigated how the invasion of Russia in Ukraine affects the business of Lukoil Croatia d.o.o.
The subject of research in this paper is the influence of the brand's country of origin on the perception of brand quality by consumers, and how the Russian invasion of Ukraine affects the business of Lukoil Croatia d.o.o. The aim of the work is to investigate how the country of origin affects consumers and their purchase decision, and how the Russian invasion of Ukraine affects the business of Lukoil Croatia d.o.o. The aforementioned will be investigated using a systematic observation of secondary sources of information, that is, relevant professional scientific literature and statistical processing of data from primary research using a survey questionnaire. In accordance with the objectives of the primary research, the following hypotheses were set: Country of origin affects the perception of brand quality by consumers (H1) and Russia's invasion of Ukraine will not affect the operations of the multinational company Lukoil Croatia d.o.o. (H2) This work aims to contribute to a better understanding of international marketing, how integrated marketing communication can affect the company's operations and how the country of origin influences consumer attitudes when choosing products (brands). The primary research investigated which brand characteristics consumers value the most, what the country of origin represents for them and why it is important to them when choosing a product (brand), and accordingly, it was investigated how consumers perceive the company Lukoil Croatia d.o.o. which is part of the Russian group Lukoil, taking into account the current situation that arose with the Russian invasion of Ukraine.
Keywords
brend
integrirana marketinška komunikacija
Lukoil
međunarodni marketing
zemlja porijekla
Keywords (english)
brand
integrated marketing communication
Lukoil
international marketing
country of origin
Language croatian
URN:NBN urn:nbn:hr:122:653528
Study programme Title: Business Economics; specializations in: Tourism and International Trade Course: Tourism and International Trade Study programme type: university Study level: graduate Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resource Text
File origin Born digital
Access conditions Open access
Terms of use
Created on 2023-02-06 15:18:30