prikaz prve stranice dokumenta Koncept trgovačke marke
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master's thesis
Koncept trgovačke marke
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2018. urn:nbn:hr:145:296112
Adrić, Ružica
Josip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek

Cite this document

Adrić, R. (2018). Koncept trgovačke marke (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:296112

Adrić, Ružica. "Koncept trgovačke marke." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:296112

Adrić, Ružica. "Koncept trgovačke marke." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:296112

Adrić, R. (2018). 'Koncept trgovačke marke', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, accessed 04 October 2023, https://urn.nsk.hr/urn:nbn:hr:145:296112

Adrić R. Koncept trgovačke marke [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek; 2018 [cited 2023 October 04] Available at: https://urn.nsk.hr/urn:nbn:hr:145:296112

R. Adrić, "Koncept trgovačke marke", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, Osijek, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:145:296112

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Metadata
TitleKoncept trgovačke marke
Title (english)Private label concept
AuthorRužica Adrić
MentorMladen Pancić (mentor)
Committee memberMladen Pancić (predsjednik povjerenstva)
Committee memberDomagoj Karačić (član povjerenstva)
Committee memberDomagoj Sajter (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Osijek
Defense date and country2018-09-14, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Trade and Tourism
Abstract
Trgovačke marke koje još najčešće nazivamo privatnim i robnim markama danas su široko rasprostranjene. Trgovačke marke su marke koje za vlasnika proizvodi neko drugo poduzeće. U Hrvatskoj su se pojavile dolaskom stranih trgovačkih lanaca i diskonata, od kojih je najpoznatiji LIDL koji u svom asortimanu ima više od 80% trgovačkih marki. Maloprodavači sa svojim trgovačkim markama postaju konkurencija proizvođačima nacionalnih tj. proizvođačkih marki. Ono po čemu se trgovačke marke ističu i što potrošači prepoznaju je dobar odnos uloženog i dobivenog. Trgovačke marke nude dobar omjer cijene i kvalitete. Prema nekim istraživanjima, što se tiče kvalitete proizvoda, ispitanici nisu mogli razlikovati proizvode trgovačke marke od proizvođačke marke. Prednosti trgovačke marke u odnosu na proizvođačku su svakako niži troškovi promocije, veća kontrola i nadzor proizvoda unutar vlastite prodavaonice, niži troškovi vezani uz ambalažu, dizajn i slično. Fokus diplomskoga rada je na usporedbi 5 proizvoda različitih kategorija u trgovačkim lancima i analiza ankete provedene online putem, a odnosi se na preferencije ispitanika
Abstract (english)
Private brands that we also call private labels today are widespread. Private labels are brands produced by another company for the owner of private label. In Croatia they came up with the arrival of foreign chain stores, of which the most famous is LIDL, who in its range has more than 80% of private labels. Retailers with their private labels are becoming competition to national brands. A fact that private labels are point out and what costumers recognize is the good proportion of invested and acquired. Private labels offer a good price/quality ratio. As far as the product quality is concerned, according to some researches the respondents could not distinguish between private labels and national brands. The advantages of a private label comparing it with national brand are certainly lower promotional costs, grater control and oversight of products within their own stores, lower costs of packaging, design etc. The focus of the graduate thesis is to compare 5 products of various categories in the trade chains and the analysis of the online survey, referring to the preferences of the respondents.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:296112
Study programmeTitle: Business economy; specializations in: Trade and logistics, Management
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
RepositoryEFOS REPOSITORY
Created on2018-11-26 08:33:39