magistrsko delo
Patricija Paldauf (Author), Milan Jurše (Mentor)

Abstract

V magistrskem delu smo preučevali eno izmed pomembnejših področij mednarodnega trženja. Osredotočili smo se na upravljanje blagovnih znamk. Posebno pozornost smo pri tem namenili raziskovanju fenomena menedžmenta trgovskih blagovnih znamk in izzivov, ki jih le-te predstavljajo za proizvajalce izdelkov. Predstavili smo razlike med blagovnimi in trgovskimi znamkami ter motivacijsko ozadje razvoja trgovskih znamk. Preučili smo priložnosti in nevarnosti, ki jih prinaša proizvodnja trgovskih znamk. Spoznali smo motive za internacionalizacijo trgovine na drobno. Analizirali smo pomembnejše detajlistične družbe na slovenskem trgu in pregledali njihove lastne trgovske znamke. Raziskali in analizirali smo blagovne in trgovske znamke na prodajnih policah, proizvajalce, ki se nanje uvrščajo, in pridobili nekakšen vpogled v odnos potrošnikov do trgovskih znamk. Ob tem nas je posebej zanimalo, kako aktualna je ta tematika med študenti, zato smo med njimi dodatno izvedli spletno anketo. V raziskavi je sodelovalo skupno 216 anketirancev, ki smo jih za lažje razumevanje razdelili v dve skupini: anketiranci skupine A, ki predstavljajo člane gospodinjstva, in anketiranci skupine B, ki predstavljajo študente. Analiza rezultatov je pokazala, da se anketiranci obeh skupin ne strinjajo, da so njihovi nakupi postali vsakodnevni in manjši, temveč so ti nakupi postali bolj premišljeni in načrtovani. Za namen raziskave smo analizirali dohodke gospodinjstev in število družinskih članov ter tako poskušali preveriti, ali so te značilnosti povezane z nagnjenostjo potrošnika k nakupu izdelkov s trgovsko znamko. Ugotovili smo nizko, vendar pozitivno povezanost med dohodkom anketirancev A in B ter nagnjenostjo potrošnika k nakupu izdelka s trgovsko znamko. Prav tako smo ugotovili nizko, vendar negativno povezanost med številom članov gospodinjstva anketirancev A in B ter nagnjenostjo potrošnika k nakupu izdelka s trgovsko znamko. Nadalje smo ugotavljali, kateri razlogi so pomembni za potrošnikovo izbiro trgovske znamke. Ugotovili smo, da anketirancem skupine A pomemben vidik predstavlja zajamčena kakovost, anketirancem skupine B pa vidika nižja cena in zajamčena kakovost. Ugotavljamo, da so trgovske znamke vseh kategorij za študente manj pomembne kot za člane gospodinjstva. Člani gospodinjstva prehrambne in potrošne gospodinjske izdelke s trgovsko znamko najpogosteje kupujejo v trgovinah Hofer in trgovinah Spar. Študentje prehrambne in potrošne gospodinjske izdelke najpogosteje kupujejo v trgovinah družb Spar in Lidl. Pri preverjanju asortimenta izdelkov s trgovsko znamko v trgovinah le-teh pri posameznih trgovcih nismo našli v vsaki kategoriji izdelkov. Ugotovili smo, da le nekateri od proizvajalcev proizvajajo tako blagovne kot trgovske znamke. Delež teh proizvajalcev ni večji od 50 %. Ugotovili smo tudi, da več kot polovica pregledanih izdelkov vsebuje zapis o proizvajalcu.

Keywords

mednarodno trženje;strategija trženja;blagovne znamke;prodaja;prodaja na drobno;trgovske verige;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [P. Paldauf]
UDC: 339.5(043.2)
COBISS: 13006108 Link will open in a new window
Views: 896
Downloads: 92
Average score: 0 (0 votes)
Metadata: JSON JSON-RDF JSON-LD TURTLE N-TRIPLES XML RDFA MICRODATA DC-XML DC-RDF RDF

Other data

Secondary language: English
Secondary title: Competitive challenges of international retail chain private labels for Slovenian product manufacturers
Secondary abstract: In this master's thesis, we studied one of the most important areas of international marketing. We focused on brand management. Special attention was paid to exploring the phenomenon of the retail brand management and the challenges that they represent for the manufacturers. We presented the differences between trademarks and private labels and the motivational background of the private labels development. We examined the opportunities and dangers of the production of private labels. We came across the motives for the internationalization of retail trade. We analyzed the more important retail companies within the Slovenian market and examined their own private labels. We researched and analyzed trademarks and private labels on shelves and the manufacturers who are placed there and gained some insight into the attitude of consumers towards private labels. At the same time, we were particularly interested in how current the topic is among students, which is why we carried out an online survey for them. The survey involved a total of 216 respondents who were, for easier understanding, divided into two groups: Group A respondents represented members of the household and Group B respondents represented students. The analysis of the results showed that the respondents of both groups do not agree that their purchases have become both daily and smaller, but that these purchases have become more thoughtful and planned. For the purpose of the study, we analyzed household incomes and the number of family members in order to ascertain whether these characteristics are related to the tendency of the consumer to purchase a private label product. We found a low, but positive correlation between the income of A and B respondents and the tendency of the consumer to purchase a product with a private label. We also found a low, but negative correlation between the number of household members of A and B respondents and the tendency of the consumer to purchase a product with a private label. Furthermore, we determined the reasons that are crucial to the consumer's choice of a private label. We found that Group A respondents consider guaranteed quality to be an important aspect, while Group B respondents consider lower price and guaranteed quality to be important aspects. We are finding that private labels of all categories are less important for students than for household members. Household members buy household and consumer products with a private label (most often) at Hofer and Spar stores. Students buy food and consumable household products (most often) at Spar and Lidl stores. When checking the range of products with a private label in the stores, we did not find private labels in each product category at individual merchants. We found that only some of the manufacturers produce both a trademark and a private label. The proportion of these manufacturers is not more than 50 %. We also found that more than half of the products reviewed contain a record of the manufacturer.
Secondary keywords: marketing strategy;manufacturer brand;retailer brand (private label brand);retailing;international retail chains;
URN: URN:SI:UM:
Type (COBISS): Master's thesis/paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: IV, 78 str., 4 str. pril.
ID: 10865540