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undergraduate thesis
Percepcija kupaca o privatnim markama
2018. urn:nbn:hr:137:563314
Grabovac, Ivana
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"

Cite this document

Grabovac, I. (2018). Percepcija kupaca o privatnim markama (Undergraduate thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:563314

Grabovac, Ivana. "Percepcija kupaca o privatnim markama." Undergraduate thesis, University of Pula, 2018. https://urn.nsk.hr/urn:nbn:hr:137:563314

Grabovac, Ivana. "Percepcija kupaca o privatnim markama." Undergraduate thesis, University of Pula, 2018. https://urn.nsk.hr/urn:nbn:hr:137:563314

Grabovac, I. (2018). 'Percepcija kupaca o privatnim markama', Undergraduate thesis, University of Pula, accessed 02 November 2024, https://urn.nsk.hr/urn:nbn:hr:137:563314

Grabovac I. Percepcija kupaca o privatnim markama [Undergraduate thesis]. Pula: University of Pula; 2018 [cited 2024 November 02] Available at: https://urn.nsk.hr/urn:nbn:hr:137:563314

I. Grabovac, "Percepcija kupaca o privatnim markama", Undergraduate thesis, University of Pula, Pula, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:137:563314

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Metadata
TitlePercepcija kupaca o privatnim markama
Title (english)Consumer perception of private lables
AuthorIvana Grabovac
MentorErik Ružić (mentor)
Committee memberAriana Nefat (predsjednik povjerenstva)
Committee memberErik Ružić (član povjerenstva)
Committee memberIva Slivar (član povjerenstva)
GranterUniversity of Pula
(Faculty of economics and tourism "Dr. Mijo Mirković")
Pula
Defense date and country2018-09-26, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U svrhu rada provedeno je istraživanje o percepciji kupaca o privatnim markama kako bi se došlo do zaključka kupuju li i kakvo je mišljenje potrošača o privatnim markama danas. Osim toga u radu je jasnije objašnjeno značenje i uloga same percepcije, percipirane vrijednosti, te kako ista utječe na kupovinu. Privatne marke su marke maloprodavača ili veleprodavača koji angažiraju proizvođače da proizvedu proizvode kojima će oni dodijeliti vlastitu marku, od kuda i naziv „privatne marke“ ili „trgovačke marke“. Spomenuto istraživanje provedeno je na uzorku od 86 ispitanika putem online ankete. Rezultati istraživanja otkrili su da potrošači danas imaju sve pozitivniji stav o privatnim markama, te da su gotovo, ali ne i u potpunosti, privatne marke u nekim kategorijama kvalitetnije od proizvođačkih marki. Privatne marke svakako su dosegle zavidnu kvalitetu, no postoji još puno prostora za napredovanje, te bi se trebalo još poraditi na samoj percepciji potrošača, odnosno njihovim stavovima o privatnim markama.
Abstract (english)
For the purpose of this paper, a survey was conducted on the consumer perception of generic brands in order to conclude whether consumer are buying them and what is their opinion on generic brands. In addition, the meaning and role of perception itself, perceived value and the effect on purchasing are explained more clearly in the paper. Generic Brands are trademarks of a retailer or a wholesaler who engage manufacturers to produce products to which they will assign their own brand, hence the name "generic brand". The survey was conducted on a sample of 86 respondents through an online survey. The results of the research have revealed that consumers have a more positive attitude towards generic brands today and that almost, but not entirely, generic brands in some categories are better than name brands. Generic branding has certainly reached enviable quality, but there is still plenty of room for advancement, and the consumer's perception should be further addressed.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:137:563314
Study programmeTitle: Business Economics; specializations in: Finance, Accounting and Auditing, Marketing Management, Management and Entrepreneurship, Tourism, Business Informatics
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
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Created on2019-05-20 15:53:27