diplomsko delo
Boško Miličković (Author), Milan Jurše (Mentor)

Abstract

Vsakdo pozna izdelke priznanih blagovnih znamk, pa tudi trgovske blagovne znamke večjih trgovcev. Zaradi vedno večjega števila trgovskih blagovnih znamk, smo poskušali primerjati tiste, ki jih najdemo v prodajnih programih izbranih trgovskih verig, ki poslujejo v Sloveniji. Zato smo v diplomskem delu opisali, kaj je blagovna znamka in trgovska blagovna znamka. Predstavili smo izbrane večje trgovce v Sloveniji ter njihove trgovske blagovne znamke. Osredotočili smo se na trgovske verige Mercator, Spar, Tuš, Hofer, Merkur in Bauhaus. Predstavili smo razvoj trgovske blagovne znamke in predstavili potrošniško percepcijo trgovskih blagovnih znamk. Primerjali smo kategorije prodajnih programov s pokritostjo trgovskih blagovnih znamk, ter jih razvrstili v cenovne razrede. Trgovske blagovne znamke predstavljajo močno konkurenco blagovnim znamkam proizvajalcev in povečujejo pogajalsko moč trgovcev. Potrošniki po svetu se vedno več odločajo za nakup izdelkov trgovskih blagovnih znamk, zaradi tega morajo biti izdelki blagovnih znamk proizvajalcev vedno boljši in inovativnejši.

Keywords

blagovne znamke;trgovske znamke;trgovina;trgovanje;trgovinsko poslovanje;verige;potrošnik;primerjalna analiza;

Data

Language: Slovenian
Year of publishing:
Source: Ormož
Typology: 2.11 - Undergraduate Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [B. Miličković]
UDC: 339.37
COBISS: 11368476 Link will open in a new window
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Downloads: 850
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Other data

Secondary language: English
Secondary title: Comparative analysis of private labels of retail chains Mercator, Tuš, Spar, Hofer, Merkur in Bauhaus
Secondary abstract: Everyone is familiar with well-known national brands products and private label products of bigger retail chains. Because of the uprising number of private labels, we tried to compare those, that can be found on store shelves of selected retail chains in Slovenia. In this diploma we have described the meaning of brand and private label. We have presented the selected retail chains and their private labels. The main focus was on retail chains Mercator, Spar, Tuš, Hofer, Merkur and Bauhaus. The evolution of private labels and the consumer perception of private labels are also described. We have compared the coverage of sales categories by private labels and positioning of private labels in price ranges. Private labels represent keen competition to national brands and also increases negotitation power of retail chains. The global consumers prefer more to buy products of private labels than products of national brands. Therefore the national brands products have to be better and innovative.
Secondary keywords: brand;national brand;private label;Mercator;Spar;Tuš;Hofer;Merkur;Bauhaus;manufacturers;retail chains in Slovenia;comparison of private labels;consumer;
URN: URN:SI:UM:
Type (COBISS): Undergraduate thesis
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: 62 str., 35 str. pril.
Keywords (UDC): social sciences;družbene vede;economics;economic science;ekonomija;ekonomske vede;trade;commerce;international economic relations;world economy;trgovina;tržišče;marketing;inland trade;internal trade;domestic trade;notranja trgovina;domača trgovina;
ID: 1004056