20.500.12556/DKUM-15504 SEGMENTIRANJE TRGA KONČNIH ODJEMALCEV TRGOVSKE BLAGOVNE ZNAMKE TUŠ SEGMENTATION OF THE TUŠ BRAND USERS ON THE MARKET Segmentacija trga končnih potrošnikov je proces s pomočjo katerega ugotovimo, kakšne značilnosti imajo kupci določnega izdelka ali kakor v našem primeru, trgovske blagovne znamke. To je vedno pomembno vedeti, saj lahko le tako izvajamo uspešno marketinško strategijo. Podjetja so ugotovila, da si porabniki med seboj niso enaki, nimajo enakih želja, nakupnih navad in ne želijo enakih stvari, kar je bil razlog za razvoj segmentacije. S časoma so tudi trgovska podjetja ugotovila, da je dobro vedeti kdo so njihovi kupci in kako jih zadovoljiti. Eden izmed načinov kako zadovoljiti svoje kupce in tako ustvariti tudi boljši imidž in ime podjetja, so bile trgovske blagovne znamke. Trgovska podjetja, so začela uvajati lastne blagovne znamke, da bi zadovoljila cenovno občutljive kupce, vendar so do danes dosegla mnogo več. Trgovske blagovne znamke se, danes kosajo s priznanimi blagovnimi znamkami tako v ceni kot v kakovosti. Vedno bolj si prizadevajo izdelke lastne blagovne znamke izpopolniti, da bi dosegli čim večji delež prodaje. Ni pomembna samo cena in kakovost, prav tako je pomemben izgled in imidž izdelkov trgovske blagovne znamke. Z našo raziskavo smo ugotavljali povprečen profil porabnika trgovske blagovne znamke Tuš, kar bo pripomoglo trgovskemu podjetju k boljšemu pozicioniranju izdelkov trgovske blagovne znamke. Pri izbiri segmentacijskih osnov, smo izhajali iz demografskih in vedenjskih spremenljivk, s pomočjo katerih smo kasneje oblikovali profil porabnika. Najpomembnejši cilj, vsake segmentacije je oblikovanje takšne marketinške strategije, ki bo zagotovila največji dobiček ob minimalnih stroških. Menimo, da smo z diplomskim seminarjem uspešno izvedli segmentacijo v finančnih in časovnih okvirjih. Kljub omenjenim omejitvam pa so rezultati raziskave pokazali določene razlike med porabniki trgovske blagovne znamke Tuš. Segmentation of the ultimate consumer market is a process which helps us discover the characteristics of purchasers of a certain product or a trade mark, as in this case. Knowing the characteristics is of great significance because it enables an execution of successful market strategy. Companies discovered that consumers differ in their wishes, shopping habits, they do not want to purchase the same products, and those are the reasons for development of segmentation. In time, trading companies have also come to conclusion it is useful to know who their purchasers are and how to satisfied their needs. Trade marks are one of the ways for satisfying the consumers, and creating company’s image and high reputation. Trading companies started to launch their own trade marks in order to satisfy up market. Nowadays, they represent a hard competition to well-known trade marks, in prices and quality as well. They strive for improvement and perfection in order to achieve as high market share as possible. The essential role plays not only price and quality, but also the image of a product. Purpose of our research was to find an average customer profile of the trade mark Tuš. With help of the profile, the trading company will improve its products and consequently its trade mark. By choosing the bases of segmentation, demographical and behavioral factors were used, which helped us to create the customer profile. The main aim of segmentation is to create successful market strategy which will provide the highest possible profit at minimal costs. In our opinion, we have successfully executed the segmentation, regarding the finances and time. The results of the research have indicated certain differences among consumers of the trade mark Tuš. segmentacija trgovska blagovna znamka profil porabnika raziskava trga segmentation trade mark consumer profile market research true true false [D. Novak] Slovenski jezik Angleški jezik Delo diplomskega seminarja/zaključno seminarsko delo/naloga 2010-09-09 16:13:09 2010-12-23 13:29:28 2022-04-13 07:20:28 2023-12-19 03:19:17 2010 0 Bratislavci 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.6 10500380 URN:SI:UM:DK:XS4JJL7K VS_Novak_Darja_2010.pdf VS_Novak_Darja_2010.pdf 1 735628FEF1613760028DD83C086B1A21 c4b335ee1a2fc83c98c5f4dcc29dc5d5c539cfbd06075c016e164531bc239c07 6a08382b-7c04-11eb-bb7a-00155d0001ca 20.500.12556/dkum/f6656f2d-f0f1-4e32-8629-ce3a49890a84 https://dk.um.si/Dokument.php?lang=slv&id=17057 Ekonomsko-poslovna fakulteta 0 0 0