prikaz prve stranice dokumenta Utjecaj snage brenda na odluku potrošača pri kupnji: studija slučaja brenda "Priroda daje"
  Download
PDF 1.2 MB
master's thesis
Utjecaj snage brenda na odluku potrošača pri kupnji: studija slučaja brenda "Priroda daje"
2024. urn:nbn:hr:251:488585
Fabčić, Roberta
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

Cite this document

Fabčić, R. (2024). Utjecaj snage brenda na odluku potrošača pri kupnji: studija slučaja brenda "Priroda daje" (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:488585

Fabčić, Roberta. "Utjecaj snage brenda na odluku potrošača pri kupnji: studija slučaja brenda "Priroda daje"." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:251:488585

Fabčić, Roberta. "Utjecaj snage brenda na odluku potrošača pri kupnji: studija slučaja brenda "Priroda daje"." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:251:488585

Fabčić, R. (2024). 'Utjecaj snage brenda na odluku potrošača pri kupnji: studija slučaja brenda "Priroda daje"', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 16 February 2025, https://urn.nsk.hr/urn:nbn:hr:251:488585

Fabčić R. Utjecaj snage brenda na odluku potrošača pri kupnji: studija slučaja brenda "Priroda daje" [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2024 [cited 2025 February 16] Available at: https://urn.nsk.hr/urn:nbn:hr:251:488585

R. Fabčić, "Utjecaj snage brenda na odluku potrošača pri kupnji: studija slučaja brenda "Priroda daje"", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:251:488585

Please login to the repository to save this object to your list.
Metadata
TitleUtjecaj snage brenda na odluku potrošača pri kupnji: studija slučaja brenda "Priroda daje"
Title (english)The influence of brand strength on the consumer's purchase decision: a brand case study "Priroda daje"
AuthorRoberta Fabčić
MentorIva Buljubašić (mentor)
Committee memberDamir Šebo (predsjednik povjerenstva)
Committee memberMarija Šain (član povjerenstva)
Committee memberIva Buljubašić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2024-09-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Studija slučaja brenda „Priroda daje“ istražuje utjecaj snage brenda na odluku potrošača pri kupnji. Rezultati istraživanja pokazuju da je većina ispitanika ženskog spola i da su najzastupljeniji ispitanici starije dobi, osobito oni između 48 i 58 godina. Ispitanici s višim stupnjem obrazovanja i oni koji su zaposleni pokazuju visoku razinu povjerenja u brend „Priroda daje“ ocjenjujući njegove proizvode kao kvalitetne i ekološki prihvatljive. Visoko e potrošači manje prepoznaju „Priroda daje“ kao ekološki prihvatljiv brend te su manje informirani o njegovim prednostima. Ovo ukazuje na generacijski jaz u percepciji brenda koji je potrebno premostiti ciljanim marketinškim aktivnostima. Preporuke za unapređenje uključuju segmentaciju tržišta i personalizaciju marketinških poruka, intenziviranje prisutnosti na digitalnim platformama te razvoj edukativnih sadržaja. Također, jačanje brend identiteta, dobivanje ekoloških certifikata i razvoj novih proizvoda prilagođenih mlađim generacijama mogu dodatno povećati prepoznatljivost i utjecaj brenda „Priroda daje“ na odluku o kupnji.
Abstract (english)
The case study of the brand "Priroda daje" investigates the impact of brand strength on consumer purchasing decisions. The research findings reveal that the majority of respondents are women, with the most represented age group being 48 to 58 years. Respondents with higher education levels and those who are employed show a high level of trust in the brand "Priroda daje," rating its products as high-quality and environmentally friendly. High consumer satisfaction stems from the perception of the products' high quality, ecological responsibility, and natural ingredients. While older consumers have long-standing trust in the brand, younger consumers are less likely to recognize "Priroda daje" as an eco-friendly brand and are less informed about its benefits. This indicates a generational gap in brand perception that needs to be bridged through targeted marketing activities. Recommendations for improvement include market segmentation and personalization of marketing messages, intensifying presence on digital platforms, and developing educational content. Additionally, strengthening brand identity, obtaining ecological certifications, and developing new products tailored to younger generations can further enhance the recognition and impact of the brand "Priroda daje" on purchasing decisions.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:488585
Study programmeTitle: MA in Management in Culture and Creative Industries (double major)
Study programme type: university
Study level: graduate
Academic / professional title: sveučilišni/a magistar/magistra menadžmenta u kulturi i kreativnim industrijama (sveučilišni/a magistar/magistra menadžmenta u kulturi i kreativnim industrijama)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2025-02-05 10:00:44