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professional thesis
Cijene i cjenovni imidž maloprodavača
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2017. urn:nbn:hr:145:646791
Franjković, Jelena
Josip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek

Cite this document

Franjković, J. (2017). Cijene i cjenovni imidž maloprodavača (Professional thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:646791

Franjković, Jelena. "Cijene i cjenovni imidž maloprodavača." Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:646791

Franjković, Jelena. "Cijene i cjenovni imidž maloprodavača." Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:646791

Franjković, J. (2017). 'Cijene i cjenovni imidž maloprodavača', Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, accessed 07 June 2023, https://urn.nsk.hr/urn:nbn:hr:145:646791

Franjković J. Cijene i cjenovni imidž maloprodavača [Professional thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek; 2017 [cited 2023 June 07] Available at: https://urn.nsk.hr/urn:nbn:hr:145:646791

J. Franjković, "Cijene i cjenovni imidž maloprodavača", Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, Osijek, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:145:646791

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Metadata
TitleCijene i cjenovni imidž maloprodavača
Title (english)PRICES AND RETAIL PRICE IMAGE
AuthorJelena Franjković
MentorDavor Dujak (mentor)
Committee memberMarija Ham (predsjednik povjerenstva)
Committee memberDavor Dujak (član povjerenstva)
Committee memberIvan Ružić (član povjerenstva)
MBZ: 338325
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Osijek
Defense date and country2017-05-17, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Cijena se smatra u određenoj mjeri zanemarenim elementom marketinškog spleta što proizlazi iz kompleksnosti upravljanja cijenama te različitosti cijene u odnosu na ostale elemente marketinškog spleta, ali i osjetljivosti kupaca na promjenu cijena. Cjenovni imidž, kao jedan aspekt upravljanja brandom maloprodavača, predstavlja ukupnost svih cijena u asortimanu maloprodavača i na svojoj važnosti dobiva zbog brojnosti proizvoda u asortimanu što podrazumijeva da kupci ne mogu zapamtiti cijene svih proizvoda. Osim samih cijena, cjenovni imidž oblikuju i ostali čimbenici upravljanja maloprodajnom strategijom i brandom poput samog odabira asortimana, uređenja prodavaonica i slično. U ovom radu je cjenovni imidž istražen kao višedimenzionalni konstrukt isključivo cjenovnih dimenzija s naglaskom na učestalost kupovine ispitanika kod maloprodavača. Empirijsko istraživanje provedeno je u veljači 2017. godine na uzorku od 305 ispitanika pri čemu je korištena metoda ispitivanja te visoko strukturirani upitnik kao instrument ispitivanja.
Abstract (english)
The price is considered to be to some extent neglected element of marketing mix resulting from the complexity of price management and the diversity of price compared to other marketing mix elements as well as the buyer's sensitivity to price changes. The price image, as one aspect of the retailer's brand management, represents the overall prices in the retailer's assortment and its importance raises from the large number of products in the assortment whose prices consumers can not remember. In addition to the price itself, the price image is also shaped by other factors of retail strategy and brand management such as the selection of products in the assortment, store design, etc. In this final paper, the price image is researched as a multidimensional construct of exclusively price dimensions with an emphasis on the frequency of consumers’purchases at retailers. Empirical research was conducted in February 2017 on a sample of 305 respondents using the test method and a highly structured questionnaire as a test instrument.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:646791
Study programmeTitle: Postgraduate Specialist Study Marketing Special areas
Study programme type: university
Study level: postgraduate specialist
Academic / professional title: sveučilišni/a specijalist/specijalistica marketinga posebnih područja (sveučilišni/a specijalist/specijalistica marketinga posebnih područja)
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 on2017-09-14 09:08:51

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