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undergraduate thesis
Efekt odnosa cijene i kvalitete
2020. urn:nbn:hr:137:716933
Varović, Lucija
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"

Cite this document

Varović, L. (2020). Efekt odnosa cijene i kvalitete (Undergraduate thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:716933

Varović, Lucija. "Efekt odnosa cijene i kvalitete." Undergraduate thesis, University of Pula, 2020. https://urn.nsk.hr/urn:nbn:hr:137:716933

Varović, Lucija. "Efekt odnosa cijene i kvalitete." Undergraduate thesis, University of Pula, 2020. https://urn.nsk.hr/urn:nbn:hr:137:716933

Varović, L. (2020). 'Efekt odnosa cijene i kvalitete', Undergraduate thesis, University of Pula, accessed 24 December 2024, https://urn.nsk.hr/urn:nbn:hr:137:716933

Varović L. Efekt odnosa cijene i kvalitete [Undergraduate thesis]. Pula: University of Pula; 2020 [cited 2024 December 24] Available at: https://urn.nsk.hr/urn:nbn:hr:137:716933

L. Varović, "Efekt odnosa cijene i kvalitete", Undergraduate thesis, University of Pula, Pula, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:137:716933

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Metadata
TitleEfekt odnosa cijene i kvalitete
AuthorLucija Varović
MentorDragan Benazić (mentor)
GranterUniversity of Pula
(Faculty of economics and tourism "Dr. Mijo Mirković")
Pula
Defense date and country2020-09-23, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U ovom završnom radu naglasak je stavljen na odnos između cijene i kvalitete. Za većinu potrošača cijena predstavlja trošak, dok postoji dio potrošača koji na cijenu gleda kao na pokazatelja kvalitete. Nadalje, definirano je kako se formiraju cijene na tržištu, koji psihološki trikovi se koriste za privlačenje potrošača, kakvo je to bihevioralno formiranje cijena te kakav utjecaj imidž marke ostavlja na potrošača. Percipirana kvaliteta kod potrošača ovisi o cijenama zato je vrlo bitno pravilno ih formirati. Proizvodi se mogu pozicionirati prema niskoj, srednjoj i visokoj tj. premium razini cijena, a razine cijena mogu imati pozitivan ili negativan utjecaj na percipiranu kvalitetu, što je razina cijena veća to će i percipirana kvaliteta biti veća i obrnuto. Cijena i kvaliteta proizvoda predstavljaju dvije najvažnije stavke u marketinškom miksu. Kvaliteta je značajan kriterij kupovnog odabira potrošača jer se njome postiže postkupovno zadovoljstvo, dok cijena potrošaču ukazuje na to kolika je kvaliteta tog proizvoda koji kupuje.
Abstract (english)
In this final paper, the emphasis is on the relationship between price and quality. For most consumers, price is considered as a cost, while there are some consumers who see price as an indicator of quality. Furthermore, I'll explain how prices are formed in the market, what psychological tricks are used to attract consumers, what is the behavioral pricing and what impact the brand image leaves on the consumer. The perceived quality of consumers depends on prices, so it is very important to form them correctly. Products can be positioned according to low, medium and high or premium price levels, and price levels can have a positive or negative impact on perceived quality, the higher the price level the higher the perceived quality and vice versa. Product price and quality are the two most important items in the marketing mix. Quality is an important criterion for the consumer's purchase choice because it achieves post-purchase satisfaction, while the price indicates to the consumer the quality of the product he is buying.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:137:716933
Study programmeTitle: Business Economics; Finance, Economics, Financial Management, Management and Entrepreneurship, Marketing Management, Business Informatics, Tourism; specializations in: Finance, Accounting and Auditing, Marketing Management, Management and Entrepreneurship, Tourism, Business Informatics, Financial Management, Informatics Management
Course: Marketing Management
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2020-09-25 08:55:39