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undergraduate thesis
Važnost zemlje podrijetla proizvoda u međunarodnom marketingu
Završni rad
2023. urn:nbn:hr:145:616195
Gerštmajer, Gabriela
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

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Gerštmajer, G. (2023). Važnost zemlje podrijetla proizvoda u međunarodnom marketingu : Završni rad (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:616195

Gerštmajer, Gabriela. "Važnost zemlje podrijetla proizvoda u međunarodnom marketingu : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:616195

Gerštmajer, Gabriela. "Važnost zemlje podrijetla proizvoda u međunarodnom marketingu : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:616195

Gerštmajer, G. (2023). 'Važnost zemlje podrijetla proizvoda u međunarodnom marketingu : Završni rad', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 11 May 2024, https://urn.nsk.hr/urn:nbn:hr:145:616195

Gerštmajer G. Važnost zemlje podrijetla proizvoda u međunarodnom marketingu : Završni rad [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2023 [cited 2024 May 11] Available at: https://urn.nsk.hr/urn:nbn:hr:145:616195

G. Gerštmajer, "Važnost zemlje podrijetla proizvoda u međunarodnom marketingu : Završni rad", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:145:616195

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Metadata
TitleVažnost zemlje podrijetla proizvoda u međunarodnom marketingu : Završni rad
Title (english)Importance of country of origin in international marketing : Final paper
AuthorGabriela Gerštmajer
MentorMirna Leko Šimić (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2023-09-26, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Zemlja podrijetla ima važnu ulogu kod potrošača prilikom odabira proizvoda smanjujući percipirane rizike, a utječući na proces odlučivanja o konačnoj kupnji i ponuditi značajnu konkurentsku prednost. S druge strane spektra, asocijacije na zemlju podrijetla mogu negativno utjecati na strategiju pozicioniranja brenda. Percepcije potrošača o zemlji podrijetla moraju se slagati s asocijacijama na kategorije proizvoda kako bi se izbjegli negativni utjecaji zemlje podrijetla na percipirano pozicioniranje određenih segmenata proizvoda. Cilj ovog rada je istražiti percepciju hrvatskih potrošača po pitanju važnosti zemlje podrijetla prilikom odabira proizvoda. Dolazi se do zaključka da hrvatski potrošači radije biraju vlastitu zemlju kao zemlju podrijetla prilikom odabira proizvoda.
Abstract (english)
Country of origin plays an important role for consumers when choosing a product, reducing perceived risks, influencing the final purchase decision process and offering a significant competitive advantage. On the other side of the spectrum, country-of-origin associations can negatively impact a brand's positioning strategy. Consumer perceptions of country of origin must be consistent with associations with product categories to avoid negative influences of country of origin on the perceived positioning of certain product segments. The aim of this paper is to investigate the perception of Croatian consumers regarding the importance of the country of origin when choosing a product. The conclusion is reached that Croatian consumers still prefer their own country as the country of origin when choosing a product.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:616195
Study programmeTitle: Marketing
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 on2023-12-14 13:35:57