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master's thesis
Zadovoljstvo privatnim markama prehrambenih proizvoda: Primjer privatne marke "K plus"
2024. urn:nbn:hr:155:559085
Batić, Jero
University of Dubrovnik
Faculty of Economics and Business

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Batić, J. (2024). Zadovoljstvo privatnim markama prehrambenih proizvoda: Primjer privatne marke "K plus" (Master's thesis). Dubrovnik: University of Dubrovnik. Retrieved from https://urn.nsk.hr/urn:nbn:hr:155:559085

Batić, Jero. "Zadovoljstvo privatnim markama prehrambenih proizvoda: Primjer privatne marke "K plus"." Master's thesis, University of Dubrovnik, 2024. https://urn.nsk.hr/urn:nbn:hr:155:559085

Batić, Jero. "Zadovoljstvo privatnim markama prehrambenih proizvoda: Primjer privatne marke "K plus"." Master's thesis, University of Dubrovnik, 2024. https://urn.nsk.hr/urn:nbn:hr:155:559085

Batić, J. (2024). 'Zadovoljstvo privatnim markama prehrambenih proizvoda: Primjer privatne marke "K plus"', Master's thesis, University of Dubrovnik, accessed 23 April 2025, https://urn.nsk.hr/urn:nbn:hr:155:559085

Batić J. Zadovoljstvo privatnim markama prehrambenih proizvoda: Primjer privatne marke "K plus" [Master's thesis]. Dubrovnik: University of Dubrovnik; 2024 [cited 2025 April 23] Available at: https://urn.nsk.hr/urn:nbn:hr:155:559085

J. Batić, "Zadovoljstvo privatnim markama prehrambenih proizvoda: Primjer privatne marke "K plus"", Master's thesis, University of Dubrovnik, Dubrovnik, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:155:559085

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Metadata
TitleZadovoljstvo privatnim markama prehrambenih proizvoda: Primjer privatne marke "K plus"
Title (english)Satisfaction with Private Brands of Food Products: Example of Private Brand "K plus"
AuthorJero Batić
MentorBarbara Puh (mentor)
Committee memberMatea Matić Šošić (predsjednik povjerenstva)
Committee memberIvana Pavlić (član povjerenstva)
GranterUniversity of Dubrovnik
(Faculty of Economics and Business)
Dubrovnik
Defense date and country2024-12-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U ovom de se radu obrađivati tema zadovoljstva privatnim markama prehrambene industrije na primjeru privatne marke „K plus“. Privatne marke predstavljaju marke koje su u vlasništvu trgovačkih lanaca, npr. Konzum ili Tommy, koje za njih proizvode druge proizvođačke kompanije. Privatne marke postaju prijetnja drugim poznatim markama zbog sve vedeg broja privatnih maraka na tržištu, ali i zbog mogudnosti da vlasnici privatnih maraka prodaju svoje proizvode po nižim cijenama, a kvaliteta se ne razlikuje puno od kvalitete proizvoda poznatijih maraka. Istraživanjem tržišta istražit du koliko su potrošači zadovoljni privatnim markama odnosno u ovom slučaju privatnom markom „K plus“ te u kojoj je mjeri zadovoljstvo povezano s lojalnošdu. Također de se istražiti koji elementi privatnih maraka utječu na zadovoljstvo potrošača. Rezultati dobiveni istraživanjem su sljededi: potrošači su zadovoljni omjerom cijene i kvalitete K plus proizvoda te su lojalni potrošači zadovoljniji K plus proizvodima od nelojalnih zbog percepcije kvalitete K plus proizvoda.
Abstract (english)
In this paper, the subject of satisfaction with private brands of the food industry will be discussed, using the example of the private brand "K plus". Private brands are brands owned by retail chains, Konzum or Tommy, which are produced for them by other manufacturing companies. Private labels are becoming a threat to other well-known brands due to the increasing number of private labels on the market. But also due to the possibility that the owners of private brands sell their products at lower prices, and the quality does not differ much from the quality of the products of better-known brands. Through market research, I will investigate how satisfied consumers are with private brands, or in this case with the private brand "K plus", and to what extent satisfaction is related to loyalty. It will also be investigated which elements of private labels affect consumer satisfaction. While the results obtained from the research are as follows: consumers are satisfied with the price-quality ratio of K plus products and that loyal consumers are more satisfied than disloyal ones due to the perception of the quality of K plus products.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:155:559085
Study programmeTitle: Business Economy; specializations in: Tourism, Marketing, International trade, IT management
Course: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: sveučilišni/a magistar/magistra poslovne ekonomije (sveučilišni/a magistar/magistra poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2025-03-14 11:18:23