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master's thesis
Utjecaj privatnih marki na ponašanje potrošača
Diplomski rad
2020. urn:nbn:hr:145:187353
Janić, Petra
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Janić, P. (2020). Utjecaj privatnih marki na 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:145:187353

Janić, Petra. "Utjecaj privatnih marki na 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:145:187353

Janić, Petra. "Utjecaj privatnih marki na 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:145:187353

Janić, P. (2020). 'Utjecaj privatnih marki na ponašanje potrošača : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 24 January 2025, https://urn.nsk.hr/urn:nbn:hr:145:187353

Janić P. Utjecaj privatnih marki na ponašanje potrošača : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2020 [cited 2025 January 24] Available at: https://urn.nsk.hr/urn:nbn:hr:145:187353

P. Janić, "Utjecaj privatnih marki na 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:145:187353

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Metadata
TitleUtjecaj privatnih marki na ponašanje potrošača : Diplomski rad
Title (english)The influence of Private Labels on consumers behavior : Graduate paper
AuthorPetra Janić
MentorMladen Pancić (mentor)
Committee memberMarija Ham (predsjednik povjerenstva)
Committee memberHelena Štimac (član povjerenstva)
Committee memberMladen Pancić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2020-09-23, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U ovom radu se istražuje utjecaj proizvođačkih marki i privatnih marki na ponašanje potrošača te njihove odluke u kupnji. Danas je na tržištu sve veća koncentracija privatnih marki koje su zastupljene u većini kategorija te su kao takve postale ozbiljna konkurencija proizvođačkim markama. Uvođenjem novih linija i razina kvalitete, privatne marke su postale atraktivnije za kupce. Privatne marke na tržištu imaju ogroman potencijal te njihov utjecaj jača iz dana u dan. Trgovački lanci se upravo svojim privatnim markama pokušavaju diferencirati od konkurencije, nudeći kvalitetne prehrambene i neprehrambene proizvode po niskoj cijeni te tako pridobiti naklonost kupaca da kupuje upravo u njihovim poslovnicama. Svrha ovoga rada je istražiti mišljenje potrošača o kvaliteti proizvoda privatnih marki te utvrditi koji su čimbenici ključni u donošenja odluke o kupnji između proizvoda proizvođačke i privatne marke.
Abstract (english)
This thesis investigates the influence of manufacturer and private labels on consumer behavior and their purchasing decisions. Today, there is an increasing concentration of private labels on the market, which are represented in most categories and as such have become a serious competition to manufacturer brands. With the introduction of new lines and quality levels, private labels have become more attractive to customers. Private labels have an enormous potential on the market and their influence is growing day by day. Retail companies are trying to differentiate themselves from the competition with their private brands, offering quality food and non-food products at a low price, thus gaining the favor of customers to buy in their stores. The purpose of this thesis is to investigate consumer opinion on the quality of private labels products and to determine which factors are key in making a purchase decision between a manufacturer's brands and a private labels.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:187353
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-05-26 10:39:09