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master's thesis
Utjecaj percepcije trgovačkih marki na donošenje odluka o kupovini
2021. urn:nbn:hr:137:937896
Pozder, Marin
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"

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Pozder, M. (2021). Utjecaj percepcije trgovačkih marki na donošenje odluka o kupovini (Master's thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:937896

Pozder, Marin. "Utjecaj percepcije trgovačkih marki na donošenje odluka o kupovini." Master's thesis, University of Pula, 2021. https://urn.nsk.hr/urn:nbn:hr:137:937896

Pozder, Marin. "Utjecaj percepcije trgovačkih marki na donošenje odluka o kupovini." Master's thesis, University of Pula, 2021. https://urn.nsk.hr/urn:nbn:hr:137:937896

Pozder, M. (2021). 'Utjecaj percepcije trgovačkih marki na donošenje odluka o kupovini', Master's thesis, University of Pula, accessed 02 May 2024, https://urn.nsk.hr/urn:nbn:hr:137:937896

Pozder M. Utjecaj percepcije trgovačkih marki na donošenje odluka o kupovini [Master's thesis]. Pula: University of Pula; 2021 [cited 2024 May 02] Available at: https://urn.nsk.hr/urn:nbn:hr:137:937896

M. Pozder, "Utjecaj percepcije trgovačkih marki na donošenje odluka o kupovini", Master's thesis, University of Pula, Pula, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:137:937896

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Metadata
TitleUtjecaj percepcije trgovačkih marki na donošenje odluka o kupovini
Title (english)The Impact of Trademarks Perception on Purchasing Decision
AuthorMarin Pozder
MentorDragan Benazić (mentor)
Committee memberErik Ružić (predsjednik povjerenstva)
Committee memberDragan Benazić (član povjerenstva)
Committee memberDanijela Križman Pavlović (član povjerenstva)
GranterUniversity of Pula
(Faculty of economics and tourism "Dr. Mijo Mirković")
Pula
Defense date and country2021-09-20, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U ovom radu tema su trgovačke marke. U svrhu rada provedeno je istraživanje o percepciji kupaca o trgovačkim markama. Trgovačke marke su marke u vlasništvu posrednika maloprodavača ili veleprodavača koji angažiraju proizvođače da proizvedu proizvode kojima će oni dodijeliti vlastitu marku. Percepcija proizvoda ili usluge i ponašanje potrošača pojmovi su koji su povezani kod donošenja kupovnih odluka te su detaljnije razrađeni u radu. Istraživanje je dokazalo da potrošači kupuju trgovačke marke te da imaju pozitivan stav o njima. Isto tako ih smatraju jednako kvalitetnim kao i marke klasičnih brandova. Ujedno mišljenje ispitanika je da trgovačke marke pružaju dobar omjer između cijene i kvalitete. Trgovačke marke su zasigurno proizvodi budućnosti kako u košaricama potrošača tako i kod ostvarivanja profita maloprodavača.
Abstract (english)
The topic of this paper is trademarks. For the purpose of this paper, a survey on customer perception of brands was conducted. Trademarks are brands owned by retailers or wholesalers who hire manufacturers to produce products to which they will assign their own brand. The perception of a product or service and consumer behavior are terms that are related when making purchasing decisions and are elaborated detailed in this paper. Research has proven that consumers buy brands and have positive attitude towards them. They also consider them to be the same quality as the brands of classic brands. At the same time, the opinion of the respondents is that brands offer a good ratio between price and quality. Trademarks are certainly the products off the future both in consumer baskets and in the profit of retailers.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:137:937896
Study programmeTitle: Business Economics; Financial Management, Marketing Management, Management and Entrepreneurship,Tourism, Business Informatics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics, Informatics Management
Course: Marketing Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-06-06 08:08:00