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master's thesis
Robne marke i ponašanje potrošača
Diplomski rad
2020. urn:nbn:hr:145:052066
Kovačević, Ivan
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

Cite this document

Kovačević, I. (2020). Robne marke i ponašanje potrošača : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:052066

Kovačević, Ivan. "Robne marke i ponašanje potrošača : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:145:052066

Kovačević, Ivan. "Robne marke i ponašanje potrošača : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:145:052066

Kovačević, I. (2020). 'Robne marke i ponašanje potrošača : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 15 April 2025, https://urn.nsk.hr/urn:nbn:hr:145:052066

Kovačević I. Robne marke i ponašanje potrošača : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2020 [cited 2025 April 15] Available at: https://urn.nsk.hr/urn:nbn:hr:145:052066

I. Kovačević, "Robne marke i ponašanje potrošača : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:145:052066

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Metadata
TitleRobne marke i ponašanje potrošača : Diplomski rad
Title (english)Brands and behavior of customers : Graduate paper
AuthorIvan Kovačević
MentorZdravko Tolušić (mentor)
Committee memberIvan Kelić (predsjednik povjerenstva)
Committee memberDrago Ružić (član povjerenstva)
Committee memberZdravko Tolušić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2020-09-21, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Trade and Tourism
Abstract
U ovom diplomskom radu istražen je utjecaj trgovačkih marki i proizvođačkih marki na ponašanje potrošača i donošenje odluke o kupnji, odnosno preferencije (sklonosti) potrošača prema trgovačkim i proizvođačkim markama u segmentu robe svakodnevne potrošnje kao što su prehrambeni proizvodi, higijenski proizvodi i sredstva za čišćenje. Ujedno je ispitan i stav potrošača o razlikama trgovačkih i proizvođačkih marki koje imaju ključnu ulogu pri donošenju odluke o kupnji, kao što su kvaliteta,... More cijena, omjer cijene i kvalitete, inovativnost, dostupnost i dr. S obzirom da se nalazimo u razdoblju krize uzrokovane pandemijom COVID-19, u ovom radu istražen je i utjecaj krize na potrošačke navike, odnosno preferencije (sklonosti) potrošača prema trgovačkim i proizvođačkim markama u segmentu robe svakodnevne potrošnje. Rezultati anketnog on-line istraživanja na uzorku od 102 ispitanika potvrdili u postavljene hipoteze. Prvo, ispitanici smatraju da trgovačke marke imaju slabiju kvalitetu, nižu cijenu te su namijenjeni potrošačima niže platežne moći, ali i da imaju uravnotežen omjer cijene i kvalitete. Drugo, potrošači pri kupnji hrane većeg stupnja finalizacije i dodane vrijednosti kao što su delikatese, mesne prerađevine i sir više preferiraju proizvođačke marke što bi se moglo pripisati izraženijoj diferencijaciji (potrošači uočavaju velike razlike između alternativnih proizvoda), navika, povjerenja u sigurnost i kvalitetu domaćih brendova te povećane svijesti o ulozi potrošnje u očuvanju domaće proizvodnje i radnih mjesta. Kriza uzrokovana pandemijom bolesti COVID-19 utjecala je na potrošačke navike i preferencije, odnosno potrošači se pri kupnji više okreću trgovačkim markama (> 20%) što potvrđuje prethodna (literaturna) istraživanja prema kojima tržišnom pozicioniranju trgovačkih marki posebno doprinose ekonomska kriza i niži standard, odnosno niži raspoloživi dohodak stanovništva. Less
Abstract (english)
This thesis examines the impact of trademarks and brands on consumer behavior and purchasing decisions, ie consumer preferences (preferences) for brands in the segment of everyday consumer goods such as food, hygiene products and cleaning products. At the same time, the attitude of consumers about the differences between brands and brands that play a key role in making a purchase decision, such as quality, price, price-quality ratio, innovation, affordability, etc. was examined. Given... More that we are in a crisis caused by a pandemic of COVID- 19, in this research, the impact of the crisis on consumer habits, ie preferences (preferences) of consumers towards brands and manufacturers in the segment of everyday consumer goods was examined. The results of the online survey on a sample of 102 respondents confirmed the set hypotheses. First, respondents believe that brands have lower quality, lower price and are intended for consumers of lower purchasing power, but also that they have a balanced price quality ratio. Second, when buying food with a higher degree of finalization and added value such as delicacies, meat products and cheese, consumers prefer brand brands, which could be attributed to more pronounced differentiation (consumers notice large differences between alternative products), habits, confidence in safety and quality of domestic brands and increased awareness of the role of consumption in preserving domestic production and jobs. The crisis caused by the COVID-19 disease pandemic affected consumer habits and preferences, ie consumers turn more to brands when buying (> 20%), which confirms previous (literature) research according to which the economic crisis and lower standard contribute to market positioning of brands, that is, lower disposable income of the population. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:052066
Study programmeTitle: Business economy; specializations in: Trade and logistics, Management, Logistic management , Business informatics
Course: Trade and logistics
Study programme type: university
Study level: graduate
Academic / professional title: Magistar/magistra ekonomije (Magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2021-01-29 07:40:10
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