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undergraduate thesis
Utjecaj imidža robne marke na ponašanje potrošača
2022. urn:nbn:hr:146:523999
Deranja, Barbara
VERN University

Cite this document

Deranja, B. (2022). Utjecaj imidža robne marke na ponašanje potrošača (Undergraduate thesis). Zagreb: VERN University . Retrieved from https://urn.nsk.hr/urn:nbn:hr:146:523999

Deranja, Barbara. "Utjecaj imidža robne marke na ponašanje potrošača." Undergraduate thesis, VERN University , 2022. https://urn.nsk.hr/urn:nbn:hr:146:523999

Deranja, Barbara. "Utjecaj imidža robne marke na ponašanje potrošača." Undergraduate thesis, VERN University , 2022. https://urn.nsk.hr/urn:nbn:hr:146:523999

Deranja, B. (2022). 'Utjecaj imidža robne marke na ponašanje potrošača', Undergraduate thesis, VERN University , accessed 25 April 2024, https://urn.nsk.hr/urn:nbn:hr:146:523999

Deranja B. Utjecaj imidža robne marke na ponašanje potrošača [Undergraduate thesis]. Zagreb: VERN University ; 2022 [cited 2024 April 25] Available at: https://urn.nsk.hr/urn:nbn:hr:146:523999

B. Deranja, "Utjecaj imidža robne marke na ponašanje potrošača", Undergraduate thesis, VERN University , Zagreb, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:146:523999

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Metadata
TitleUtjecaj imidža robne marke na ponašanje potrošača
Title (english)Influence of brand image on consumer behavior
AuthorBarbara Deranja
MentorKrunoslav Babogredac (mentor)
GranterVERN University
Zagreb
Defense date and country2022-06-15, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
U ovom završnom radu istražen je utjecaj imidža robne marke na ponašanje potrošača. Cilj istraživanja u radu vezan je uz čimbenike koji utječu na kreiranje pozitivnog imidža robne marke, odnosno saznati koji su to čimbenici, kakav je utjecaj tih čimbenika te kakva je percepcija potrošača vezana uz robne marke te imidž istih. Istraživanje je provedeno temeljem proučavanja literature relevantne za temu samog rada, proučavanjem sekundarnih istraživanja te temeljem provedenog istraživanja putem anketnog upitnika. Provedenim istraživanjem dokazana je važnost kreiranja robne marke, odnosno dokazano je kako je najvažnija odrednica koju potrošači vide tijekom kupovine upravo marka proizvoda. Kvaliteta je u ovom istraživanju odrednica imidža robne marke koja je dobila najvišu ocjenu po pitanju važnosti, stoga se budućim marketinškim stručnjacima savjetuje prvotno kreiranje kvalitetnog proizvoda, obzirom da je upravo kvaliteta temelj pozitivnog imidža. Drugim riječima, pozitivan imidž, neovisno o kojoj se vrsti i kategoriji imidža radi, prvotno se stječe kvalitetnim proizvodom, a tek onda promotivnim aktivnostima koje se najčešće vežu upravo uz kvalitetu tog proizvoda. Primarnim istraživanjem nastalim u svrhu pisanja ovog rada dokazano je kako pozitivno ocijenjen imidž utječe na namjeru za kupnjom, odnosno kreiranjem kvalitetnog proizvoda, čiju cijenu potrošači percipiraju kao pristupačnu te da je u skladu s kvalitetom proizvoda, moguće je postići zavidne rezultate u usporedbi s konkurencijom, obzirom da će potrošači u velikoj većini slučajeva odabrati robnu marku, ali i proizvod općenito, čiji imidž smatraju boljim u odnosu na konkurenciju.
Abstract (english)
The aim of the paper is related to the factors that influence the creation of a positive brand image, ie to find out what these factors are, what is the impact of these factors and what is the consumer perception related to brands and their image. The research was conducted on the basis of studying the literature relevant to the topic of the paper, the study of secondary research and on the basis of the research conducted through a questionnaire. The research proved the importance of creating a brand, ie it was proven that the most important determinant that consumers see when buying is the brand of the product. In this research, quality is the determinant of the brand image that received the highest rating in terms of importance, so future marketing experts are advised to initially create a quality product, since quality is the foundation of a positive image. In other words, a positive image, regardless of the type and category of image, is first acquired by a quality product, and only then by promotional activities that are most often associated with the quality of the product. Primary research created for the purpose of writing this paper has shown that a positively rated image affects the intention to buy. By creating brand whose price consumers perceive as affordable and whose price is in line with product quality, it is possible to achieve enviable results compared to competition. Consumers in the vast majority of cases will choose a brand, but also a product in general, whose image they consider better than the competition.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:146:523999
Study programmeTitle: Tourism; specializations in: Tourism Management, Hotel Management
Course: Hotel Management
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-07-12 12:34:52