20.500.12556/DKUM-92222 Analiza preferenc črnogorskih potrošnikov do slovenskih blagovnih znamk Argeta in Gorenje v primerjavi z drugimi tujimi in domačimi blagovnimi znamkami Analysis of the preferences of montenegrin consumers towards the slovenian brands Argeta and Gorenje compared to other foreign and domestic brands Analiza potrošniških preferenc preučuje vedenje potrošnikov pri izbiri blagovnih znamk in njihovega vrednotenja glede na različne dejavnike, kot so cena, kakovost, marketinške aktivnosti in država porekla. Potrošniki pogosto ocenjujejo izdelke na podlagi izvora države, pri čemer se pojavlja težnja po preferiranju domačih blagovnih znamk pred tujimi. Magistrsko delo je sestavljeno iz teoretičnega in empiričnega dela. V teoretičnem delu smo obravnavali ključne koncepte potrošniške kulture, učenja, zaznavanja, motivacije, spomina, oblikovanja stališč, etnocentrizma ter vpliv socialnega okolja na preference potrošnikov. Podrobneje smo analizirali koncept države porekla in njegov vpliv na zaznavo blagovne znamke, identiteto ter imidž. Poseben poudarek smo namenili trgu mesnih izdelkov in bele tehnike v Črni gori. V empiričnem delu smo s pomočjo ankete, na katero so odgovarjali črnogorski potrošniki, raziskovali njihove preference do slovenskih blagovnih znamk Argeta in Gorenje ter jih primerjali z drugimi tujimi in domačimi blagovnimi znamkami. Pridobljene podatke smo nato analizirali s pomočjo statističnega programa SPSS. S pomočjo statističnih analiz smo preverili pet hipotez in ugotovili, da Argeta uživa višjo raven preferenc v primerjavi z drugimi blagovnimi znamkami mesnih izdelkov, medtem ko Gorenje ni doseglo statistično značilno višjih preferenc v primerjavi z drugimi znamkami bele tehnike. Rezultati so tudi pokazali, da se preference do teh blagovnih znamk ne razlikujejo glede na starost potrošnikov, prav tako ni bilo ugotovljenih statistično pomembnih razlik med preferencami do Argete in Gorenja. Marketinške aktivnosti so se izkazale za pomemben dejavnik pri oblikovanju preferenc za Gorenje, medtem ko pri Argeti niso imele statistično značilnega vpliva. Izsledki raziskave ponujajo vpogled v vedenje črnogorskih potrošnikov in njihov odnos do slovenskih blagovnih znamk. Ti podatki so lahko koristni za podjetja pri načrtovanju trženjskih strategij, pozicioniranju blagovnih znamk in prilagajanju ponudbe glede na preference potrošnikov. The analysis of consumer preferences examines consumer behavior in choosing brands and evaluating them based on various factors such as price, quality, marketing activities, and country of origin. Consumers often assess products based on their country of origin, with a tendency to prefer domestic brands over foreign ones. The master's thesis consists of a theoretical and an empirical part. In the theoretical section, we examined key concepts of consumer culture, learning, perception, motivation, memory, attitude formation, ethnocentrism, and the influence of the social environment on consumer preferences. Additionally, we analyzed the concept of country of origin and its impact on brand perception, identity, and image. Specialattention was given to the market for meat products and home appliances in Montenegro. In the empirical section, we conducted a survey among Montenegrin consumers to explore their preferences for Slovenian brands Argeta and Gorenje and compared them with other foreign and domestic brands. The collected data was then analyzed using the SPSS statistical program. Through statistical analyses, we tested five hypotheses and found that Argeta enjoys a significantly higher level of preference compared to other meat product brands, while Gorenje did not achieve significantly higher preferences compared to other home appliance brands. Furthermore, the results showed that preferences for these brands do not differ significantly based on consumers’ age, nor were there statistically significant differences between the preferences for Argeta and Gorenje. Marketing activities were identified as an important factor influencing preferences for Gorenje, whereas they did not have a statistically significant impact on Argeta. The findings of this research provide insight into Montenegrin consumer behavior and their attitude towards Slovenian brands. These insights can be useful for companies in developing marketing strategies, brand positioning, and adjusting their offerings according to consumer preferences. potrošniške preference vedenje potrošnikov država porekla etnocentrizem marketinške aktivnosti blagovne znamke Črna gora. consumer preferences consumer behavior country of origin ethnocentrism marketing activities brands Montenegro. true true false Ž Bratić Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-03-21 14:28:11 2025-05-29 14:15:21 2025-05-30 03:10:30 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366.1 237682691 MAG_Bratic_Zarko_2025.pdf MAG_Bratic_Zarko_2025.pdf 1 0D9177106C28A5836D9CA26FDAFDD6CD 0213678381cbffbb36345b01334c472a443b295c789443082045d7b940c129d9 79a6942b-2b1c-11f0-ad44-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=190748 Ekonomsko-poslovna fakulteta 0 0 0