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undergraduate thesis
PRIVATNE MARKE U FUNKCIJI PRODAJE
2016. urn:nbn:hr:112:327242
Lacko, Marina
Polytehnic in Pozega

Cite this document

Lacko, M. (2016). PRIVATNE MARKE U FUNKCIJI PRODAJE (Undergraduate thesis). Požega: Polytehnic in Pozega. Retrieved from https://urn.nsk.hr/urn:nbn:hr:112:327242

Lacko, Marina. "PRIVATNE MARKE U FUNKCIJI PRODAJE." Undergraduate thesis, Polytehnic in Pozega, 2016. https://urn.nsk.hr/urn:nbn:hr:112:327242

Lacko, Marina. "PRIVATNE MARKE U FUNKCIJI PRODAJE." Undergraduate thesis, Polytehnic in Pozega, 2016. https://urn.nsk.hr/urn:nbn:hr:112:327242

Lacko, M. (2016). 'PRIVATNE MARKE U FUNKCIJI PRODAJE', Undergraduate thesis, Polytehnic in Pozega, accessed 13 May 2024, https://urn.nsk.hr/urn:nbn:hr:112:327242

Lacko M. PRIVATNE MARKE U FUNKCIJI PRODAJE [Undergraduate thesis]. Požega: Polytehnic in Pozega; 2016 [cited 2024 May 13] Available at: https://urn.nsk.hr/urn:nbn:hr:112:327242

M. Lacko, "PRIVATNE MARKE U FUNKCIJI PRODAJE", Undergraduate thesis, Polytehnic in Pozega, Požega, 2016. Available at: https://urn.nsk.hr/urn:nbn:hr:112:327242

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Metadata
TitlePRIVATNE MARKE U FUNKCIJI PRODAJE
Title (english)PRIVATE LABELS IN FUNCTION OF SALES
AuthorMarina Lacko
MentorBerislav Andrlić (mentor)
Committee memberKatarina Štavlić
Committee memberBerislav Andrlić
Committee memberMarko Šostar
GranterPolytehnic in Pozega
Požega
Defense date and country2016-01-22, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Privatne su marke na tržištu prisutne od 19. stoljeća, ali su značajne stope rasta zabilježile u posljednjih tridesetak godina kada su trgovci shvatili njihov značaj na sve konkurentnijem tržištu. Privatne marke su marke u vlasništvu trgovaca koji angažiraju proizvođače za proizvodnju proizvoda kojima će marka biti dodijeljena, pa se često nazivaju i trgovačkim ili robnim markama. Sve je veći broj proizvoda pod privatnim markama koje predstavljaju veliku prijetnju nacionalnim markama, budući da privatne marke trgovcima pružaju brojne prednosti kao što su prodaju po nižim cijenama uz niže troškove proizvodnje, veću kontrolu kreiranja asortimana ponude i općenito fleksibilniju politiku cijena. Svrha ovoga rada je istražiti kretanja tržišnih udjela privatnih maraka u svijetu, a posebno u Hrvatskoj. U tu svrhu provedeno je istraživanje putem anketnog upitnika na uzorku od 51 ispitanika. Kao najbolji primjer razvoja privatnih maraka u Hrvatskoj naveden je primjer Konzumove privatne marke K plus.
Abstract (english)
Private labels are present in the market since the 19th century, but significant growth rates recorded in the last thirty years when traders realized their importance in an increasingly competitive market. Private labels are trademarks owned by traders who engage manufacturers to produce products that will be assigned to the brand , so it is often called trademarks or brands. There is a growing number of private brands which represent a great threat to national brands since they offer many advantages such as selling products at lower prices with lower production costs, better offer control, and more flexible pricing policy. The purpose of this paper is to investigate the movement of private labels in the world, especially in Croatia. For this purpose a survey was conducted through questionnaire on a sample of 51 respondents. The best example of the development of private label in Croatia is an example of Konzum’s private label K Plus.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:112:327242
Study programmeTitle: Professional study of Commerce
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2016-01-27 08:25:02