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Uloga dimenzija percipirane vrijednosti u namjeri kupnje proizvođačkih i premijskih privatnih maraka bombonijera
http://rightsstatements.org/vocab/InC/1.0/ info:eu-repo/semantics/restrictedAccess
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Title:
Uloga dimenzija percipirane vrijednosti u namjeri kupnje proizvođačkih i premijskih privatnih maraka bombonijera
Author:
Russo, Beatrice Maria
Subjects:
DRUŠTVENE ZNANOSTI
;
Ekonomija
;
Marketing
Description:
U današnjem svijetu je pred kupcima postavljeno bezbroj marki, proizvoda i usluga koje mogu birati, a s druge strane marke se bore za naklonost i lojalnost potrošača. Kako bi marketinški stručnjaci uspješno oblikovali marketinške strategije, ključno je da razumiju potrebe potrošača, njihove stavove i percepcije u vezi različitih marki. Isto tako, cilj im je razumjeti koje su to sve stavke koje utječu na odabir marki te naposljetku i na kupnju proizvoda te kako su one međusobno povezane. Jedna od stavki koju potrošači razmatraju u svim fazama kupnje je percipirana vrijednost. U ovom radu istražuju se percipirane vrijednosti proizvođačkih i premijskih privatnih maraka te njihova ulogu u namjeri kupnje. Promatrane su ekonomska, funkcionalna, emocionalna i socijalna dimenzija vrijednosti. Odabrane su marke u kategoriji bombonijera, a kako bi se dobili potrebni podaci, provedeno je jednokratno empirijsko istraživanje preko online anketnog upitnika na namjernom uzorku od 100 ispitanika. Rezultati istraživanja su pokazali da je funkcionalna dimenzija ključna kod odabira proizvođačkih marki dok je kod odabira premijskih privatnih marki ključna ekonomska dimenzija vrijednosti. Nakon funkcionalne, kod proizvođačkih marki se ispitanici najviše slažu s tvrdnjama u vezi emocionalne te nakon nje ekonomske i socijalne dimenzije vrijednosti. Kod premijskih privatnih marki nakon ekonomske, ispitanici se najviše slažu s tvrdnjama u vezi funkcionalne, emocionalne i zatim socijalne dimenzije vrijednosti. Nadalje, usporedbom rezultata proizvođačkih i premijskih privatnih marki u vezi namjere kupnje bombonijera može se vidjeti da ispitanici pokazuju višu namjeru kupnje prema proizvođačkim markama nego prema premijskim privatnim markama u kategoriji bombonijera. Nowadays consumers are faced with an abundance of brands, products and services to choose from. On the other hand, brands constantly fight to earn consumers preference and loyalty. In order for marketing experts to successfully create marketing campaigns, it is of the utmost importance for them to understand consumer's needs, opinions and perceptions regarding different brands on the market. It is also crucial for them to recognize all the different factors that affect brand choices and purchasing decisions. Perceived value is one of the key variables considered by customers. Therefore, it is essential to comprehend which perceived value dimensions are significant in brand choices and how they impact purchase behavior. This paper aims to explore perceived value perceptions about manufacturer brands and premium private labels in the chocolate box category. The economic, functional, emotional and social value dimensions were observed. In order to achieve the required results, a quantitative study was conducted using an online questionnaire on the convenience sample of 100 respondents. The results revealed that the functional dimension plays a critical role when choosing manufacturer brand, while the economic dimension was found to be crucial for premium private labels. After functional value, the economic value takes second place in the case of manufacturer brands, followed by the emotional and social value dimensions. Conversely, for premium private labels, the economic value holds the foremost position, followed by the functional, emotional, and social dimensions. Furthermore, respondents exhibited higher purchase intentions for manufacturer brands compared to premium private labels in the chocolate box category.
Publisher:
Sveučilište u Zagrebu. Ekonomski fakultet. Katedra za marketing
Creation Date:
2023
Language:
Croatian
Source:
DABAR Digital Academic Archives and Repositories
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