Uloga odabranih obilježja marke u izgradnji lojalnosti potrošača privatnim markama dekorativne kozmetike

Palić, Kristina

prikaz prve stranice dokumenta Uloga odabranih obilježja marke u izgradnji lojalnosti potrošača privatnim markama dekorativne kozmetike

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master's thesis

Uloga odabranih obilježja marke u izgradnji lojalnosti potrošača privatnim markama dekorativne kozmetike

Zagreb: University of Zagreb, Faculty of Economics and Business, 2019. urn:nbn:hr:148:221294

Palić, Kristina

University of Zagreb
Faculty of Economics and Business

Cite this document

APA 6th Edition

Palić, K. (2019). Uloga odabranih obilježja marke u izgradnji lojalnosti potrošača privatnim markama dekorativne kozmetike (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:221294

MLA 8th Edition

Palić, Kristina. "Uloga odabranih obilježja marke u izgradnji lojalnosti potrošača privatnim markama dekorativne kozmetike." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2019. https://urn.nsk.hr/urn:nbn:hr:148:221294

Chicago 17th Edition

Harvard

Palić, K. (2019). 'Uloga odabranih obilježja marke u izgradnji lojalnosti potrošača privatnim markama dekorativne kozmetike', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 29 December 2024, https://urn.nsk.hr/urn:nbn:hr:148:221294

Vancouver

Palić K. Uloga odabranih obilježja marke u izgradnji lojalnosti potrošača privatnim markama dekorativne kozmetike [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2019 [cited 2024 December 29] Available at: https://urn.nsk.hr/urn:nbn:hr:148:221294

IEEE

K. Palić, "Uloga odabranih obilježja marke u izgradnji lojalnosti potrošača privatnim markama dekorativne kozmetike", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:148:221294

Cite this item: https://urn.nsk.hr/urn:nbn:hr:148:221294

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Metadata

Title	Uloga odabranih obilježja marke u izgradnji lojalnosti potrošača privatnim markama dekorativne kozmetike
Title (english)	The role of selected brand features in building customer loyalty to private label decorative cosmetics
Author	Kristina Palić
Mentor	Sandra Horvat (mentor) MBZ: 286555
Committee member	Sunčana Piri Rajh (predsjednik povjerenstva)
Granter	University of Zagreb Faculty of Economics and Business Zagreb
Defense date and country	2019-09-23, Croatia
Scientific / art field, discipline and subdiscipline	SOCIAL SCIENCES Economics Marketing
Abstract	Predmet ovog rada su obilježja koja imaju ulogu u izgradnji lojalnosti privatnim markama dekorativne kozmetike. Lojalnost potrošača privatnim markama dekorativne kozmetike tema je koja u Hrvatskoj nije dovoljno istražena. Na izgradnju dugoročnog odnosa mogu utjecati mnoga obilježja: ime marke, kvaliteta proizvoda, cijena proizvoda, izgled marke, promocija marke i rizik marke. Stoga je cilj istraživanja istražiti i utvrditi kakvu ulogu imaju odabrana obilježja na lojalnost potrošača prilikom odabira privatne marke dekorativne kozmetike. Istraživanje o ulozi obilježja marke u izgradnji lojalnosti potrošača privatnim markama dekorativne kozmetike provedeno je pomoću anketnog upitnika, na uzorku od 137 ispitanica koje kupuju u drogerijama DM drogerie markt, BIPA, Müller i trgovačkom lancu Lidl. Rezultati istraživanja pokazuju nisku lojalnost potrošača privatnim markama dekorativne kozmetike, a od šest promatranih obilježja, najveću ulogu u izgradnji lojalnosti potrošača privatnim markama dekorativne kozmetike imaju kvaliteta proizvoda, ime marke i izgled marke. Potrošači žele kvalitetan proizvod pristupačne cijene i atraktivnog izgleda, a na poduzećima je da se trude ponuditi potrošačima kvalitetnu marku koja će ih privući i zadržati. Isto tako, potrošači imaju određena očekivanja od marke, ako im se očekivanja ispune, povećava se lojalnost, a lojalnost je važna za svako poduzeće koje planira održati dugoročnu konkurentsku prednost.
Abstract (english)	The subject of this paper are characteristics that play a role in building loyalty to private labels of decorative cosmetics. Consumer loyalty to private labels in decorative cosmetics category is a topic that has not been sufficiently explored in Croatia. Many features can influence building a long-term relationship with consumers: brand name, product quality, price, design, promotion and brand risk. The aim of the research is to investigate and identify the role played by selected characteristics on consumer loyalty when choosing a private label of decorative cosmetics. Research on the role of factors in building consumer loyalty private labels of decorative cosmetics was conducted using a survey questionnaire, on a sample of 137 respondents who shop at DM drogerie markt, BIPA, Müller and Lidl. The research results show low consumer loyalty to private labels of decorative cosmetics, and of the six observed features, product quality, brand name and design play the largest role in building consumer loyalty to private labels of decorative cosmetics. Consumers want a quality product with an affordable price and attractive appearance, and it is up to businesses to strive to offer consumers a quality brand that will attract and retain them. Consumers also have certain brand expectations, and if their expectations are met, loyalty increases, and loyalty is important for any business that plans to maintain a long-term competitive advantage.
Keywords
Keywords (english)
Language	croatian
URN:NBN	urn:nbn:hr:148:221294
Study programme	Title: Business Economics Study programme type: university Study level: graduate Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resource	Text
File origin	Born digital
Access conditions	Closed access
Terms of use
Repository	REPEFZG
Created on	2019-09-23 08:44:56