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master's thesis
UTJECAJ PRIVATNIH MARKI NA ŢIVOTNI STIL POTROŠAČA
Završni rad
Split: University of Split, Faculty of economics Split, 2020. urn:nbn:hr:124:045291
Škrinjar, Antonio
University of Split
Faculty of economics Split

Cite this document

Škrinjar, A. (2020). UTJECAJ PRIVATNIH MARKI NA ŢIVOTNI STIL POTROŠAČA : Završni rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:045291

Škrinjar, Antonio. "UTJECAJ PRIVATNIH MARKI NA ŢIVOTNI STIL POTROŠAČA : Završni rad." Master's thesis, University of Split, Faculty of economics Split, 2020. https://urn.nsk.hr/urn:nbn:hr:124:045291

Škrinjar, Antonio. "UTJECAJ PRIVATNIH MARKI NA ŢIVOTNI STIL POTROŠAČA : Završni rad." Master's thesis, University of Split, Faculty of economics Split, 2020. https://urn.nsk.hr/urn:nbn:hr:124:045291

Škrinjar, A. (2020). 'UTJECAJ PRIVATNIH MARKI NA ŢIVOTNI STIL POTROŠAČA : Završni rad', Master's thesis, University of Split, Faculty of economics Split, accessed 25 April 2024, https://urn.nsk.hr/urn:nbn:hr:124:045291

Škrinjar A. UTJECAJ PRIVATNIH MARKI NA ŢIVOTNI STIL POTROŠAČA : Završni rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2020 [cited 2024 April 25] Available at: https://urn.nsk.hr/urn:nbn:hr:124:045291

A. Škrinjar, "UTJECAJ PRIVATNIH MARKI NA ŢIVOTNI STIL POTROŠAČA : Završni rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:124:045291

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Metadata
TitleUTJECAJ PRIVATNIH MARKI NA ŢIVOTNI STIL POTROŠAČA : Završni rad
AuthorAntonio Škrinjar
MentorDario Miočević (mentor)
MBZ: 393590
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2020-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Temeljni ciljevi ovog rada obuhvaćaju istraţivanje stavova potrošača prema prehrambenim proizvodima privatnih marki te utjecaj njihovog razvoja na prehrambene navike potrošača. U radu je takoĎer opisan nastanak i razvoj privatnih marki kroz povijest na globalnoj razini i u Hrvatskoj s naglaskom na prehrambene proizvode. Istraţivanje je provedeno na uzorku od 90 ispitanika u Republici Hrvatskoj korištenjem metode anketnog ispitivanja. Rezultati istraţivanja su pokazali da trenutno vlada pozitivna atmosfera o percepciji prehrambenih proizvoda privatnih marki i zadovoljstvo ponudom. Potrošačima je glavni faktor prilikom kupovine kvaliteta, koja je u porastu zbog koje se povećava kupovina privatnih marki. Nadalje, rezultati istraţivanja pokazuju da se na domaćem trţištu mogu primjetiti odreĎeni globalni trendovi kupovnog ponašanja, dok su ostali u ranijim fazama. Dodatno, prostora za daljni razvoj ima i to u razvoju premium linija prehrambenih proizvoda privatnih marki, gotovih/polugotovih jela te proizvoda s podrijetlom iz drugih gastro destinacija za kojima trenutno ne postoji velika potraţnja na trţištu. Isto tako, trgovci bi se trebali fokusirati na zdrave i kvalitetne proizvode domaćeg podrijetla, za kojima postoji snaţna preferencija. Vaţno je prilikom proizvodnje uzeti u obzir visoku razinu svijesti o očuvanju okoliša meĎu potrošačima. Na kraju rada su izloţena zaključna razmatranja.
Abstract (english)
Main goals of this thesis are to investigate consumer attitudes towards private label food products and the influence of their development on consumer behaviour. Thesis also describes the origin and development of private labels throughout history on a global level and in Croatia, with an emphasis on food products. Research was conducted on a sample of 90 respondents from Republic of Croatia using an online survey questionnaire. Research findings have shown that the current state of perception towards private label food products and the satisfaction is positive. Consumers consider quality to be the main factor in making a purchase decision, which seems to be on the rise and results in the increase of private label sales. Furthermore, research findings have shown the presence of certain global trends in consumer behaviour, while other are still in their early phases. Additionally, there are opportunities for further development of premium private label food products, ready meals and products of international gastro origin, for which there is no significant demand. Store brands should focus on creating healthy and high quality products of domestic origin, for which there is a strong preference. It is important during the production to take into account a strong sense of enviromental awareness among the consumers. Conclusions and implications of research are presented at the end.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:045291
Study programmeTitle: GRADUATE PROFESSIONAL PROGRAMME IN MANAGEMENT; specializations in: Project management, Financial and tax management, Accounting and revision, Tax management, Accounitng
Course: Project management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni/a specijalist/specijalistica ekonomije (stručni/a specijalist/specijalistica ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
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RepositoryREFST
Created on2021-02-16 12:51:21