Pregled bibliografske jedinice broj: 784565
Perception of private labels in the growth phase of the product life cycle
Perception of private labels in the growth phase of the product life cycle // 1st International M-Sphere Conference for Multidisciplinarity in Science and Business, Book of Proceedings, Part 2 / Tihomir Vranešević, Doris Peručić, Miroslav Mandić, Boris Hudina (ur.).
Dubrovnik: Accent Press, 2012. str. 179-186 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 784565 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Perception of private labels in the growth phase of the product life cycle
Autori
Horvat, Sandra
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
1st International M-Sphere Conference for Multidisciplinarity in Science and Business, Book of Proceedings, Part 2
/ Tihomir Vranešević, Doris Peručić, Miroslav Mandić, Boris Hudina - Dubrovnik : Accent Press, 2012, 179-186
ISBN
978-953-7930-00-4
Skup
1st International M-Sphere Conference for Multidisciplinarity in Science and Business
Mjesto i datum
Dubrovnik, Hrvatska, 04.10.2012. - 06.10.2012
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
Private labels; Consumer perception; Growth phase; Croatia
Sažetak
Private labels have reached high market share in developed markets, especially in Western Europe. The market share of private labels in emerging markets, like Croatia, remains substantially lower. However, these markets are also characterized by high growth rates, which are partially influenced by recent economic downturn, but also symbolize growing acceptance of private labels among consumers. Nevertheless, further success and development of private labels is highly dependant on how consumers perceive them, especially during the growth phase of their life cycle. The goal of the paper is to explore how consumers in Croatia perceive private labels in general, as well as in different product categories. The results of exploratory research conducted on the Croatian market show that consumers mostly associate private labels with low price, good value and with a specific retailer. Furthermore, lower price is also the main reason why consumers buy private labels on Croatian market. Positive attitudes towards private labels are dominantly based on good value they entail while negative attitudes arise from high perceived risk because producer of private labels is often not specified on the product.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
