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Title:VPLIV BLAGOVNE ZNAMKE IN DRŽAVE POREKLA NA ZAZNAVANJE ORGANOLEPTIČNIH LASTNOSTI PIVA V SLOVENIJI
Authors:ID Kramberger, Urban (Author)
ID Mumel, Damijan (Mentor) More about this mentor... New window
Files:.pdf MAG_Kramberger_Urban_2016.pdf (5,37 MB)
MD5: 1D360D0CC62148928EEB3AF2764411D1
 
Language:Slovenian
Work type:Master's thesis
Typology:2.09 - Master's Thesis
Organization:EPF - Faculty of Business and Economics
Abstract:Magistrska naloga zajema področje blagovne znamke s poudarkom na njenem pomenu v marketinškem konceptu, kjer blagovne znamke postajo sidro opazovanja in jedro strateškega razmišljanja podjetja. Blagovne znamke pomenijo eno ključnih premoženj podjetij, premoženje, katerega vrednost se udejanja na strani porabnika. Porabniki so tisti, ki ne kupujejo le izdelkov, prvobitno kupujejo koristi, in prednost ima tisto podjetje, ki ne prodaja zgolj izdelkov brez slike v mentalnem okvirju porabnika, temveč so njihovi izdelki priznane blagovne znamke. Za dobrega tržnika je pomembno, da ve, kako lahko sam pripomore k temu, da bodo porabniki čim bolj razumeli, kaj so lastnosti izdelka ali storitve, ki jo ponuja na trg, da ima jasno definirano svojo identiteto in se trudi, da ta identiteta v čim večji meri sovpada s sliko, ki jo imajo o izdelku oziroma storitvi porabniki. S celovitim marketinškim spletom tržnik stremi k temu, da identiteta izdelkov z znamko, ki jih ponuja na trgu, sovpada z dobljenim imidžem, ki mu ga priznava porabnik. Na imidž izdelka pa lahko poleg lastno kontroliranih dejanj vplivajo tudi zunanji vplivi, kot na primer država porekla, iz katere prihaja določen izdelek. Da lahko tržnik obvladuje vedno bolj zapletenega porabnika, ki živi pod čedalje večjim časovnim stresom, z vedno večjim možnim dostopom do informacij, se mora izobraževati in namenjati pozornost tudi področju vedenja porabnikov; kaj so tisti dejavniki, ki vplivajo na njihovo vedenje, kako porabnik sprejema odločitve, kaj počne z izdelkom, kaj se zgodi, ko izdelek preneha uporabljati, kaj pravzaprav predstavlja vrednost v očeh porabnik ipd. To je področje raziskovanja porabnikov. Z vedenjem porabnikov in blagovnimi znamkami se ukvarjamo tudi v empiričnem raziskovalnem delu magistrske naloge. Na trg vsakodnevno vstopajo blagovne znamke, ki zaradi prevladujočega tržnega deleža blagovnih znamk Pivovarne Laško in Pivovarne Union predstavljajo izjemno agresivne sledilce, izjemen problem pri sledilcih pa nastopi, če za svojo strategijo konkurenčnega nastopanja izberejo najslabši možni scenarij, to je konkuriranje na cenovni politiki, se pravi s ceno. Konkuriranje s ceno pomeni padanje vrednosti celotne kategorije, v našem primeru kategorije piva v Sloveniji. Trgovci so iznajdljivi, bitka med njimi je neizprosna, zato tudi sami namenjajo veliko pozornosti raziskovanju porabnikov. V povezavi s kategorijo piva v svojih komunikacijskih naporih poleg privlačne cene pogosto izpostavljajo poreklo piva, ki ga prodajo. Češka in Nemčija sta pionirski državi v pivovarski industriji in dober imidž, ki je ponesel to panogo po celem svetu, trgovci izkoriščajo tudi v svojih komunikacijah s poudarkom, da tudi sami prodajajo svoje izdelke z znamkami iz teh držav. Namen naloge je bil preveriti, kako porabniki razumejo to komunikacijo, ali ji zaupajo in ali dejansko opazijo razliko med pivom trgovskih blagovnih znamk in pivom priznanih proizvajalcev. Proučili smo tudi, kakšen je vpliv države porekla na percepcijo organoleptičnih lastnosti piva.
Keywords:Marketing, blagovna znamka, država porekla, vedenje porabnikov, nakupni proces, kakovost v nakupnem procesu, organoleptične lastnosti izdelka.
Place of publishing:[Maribor
Publisher:U. Kramberger]
Year of publishing:2016
PID:20.500.12556/DKUM-58678 New window
UDC:658.6
COBISS.SI-ID:12665372 New window
NUK URN:URN:SI:UM:DK:N9SWKOSF
Publication date in DKUM:20.12.2016
Views:1542
Downloads:228
Metadata:XML DC-XML DC-RDF
Categories:EPF
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Secondary language

Language:English
Title:The impact of trademarks and the country of origin to perception of organoleptic properties of beer in Slovenia
Abstract:Master's thesis covers the area of trademarks, with an emphasis on its importance in the marketing concept where brands are under constant observation and represent the core of a company's strategy. Trademarks are one of the key assets of a company and are recognizable by consumers. Consumers buy products as well as the benefits offered by these products. Companies with recognizable brands are given more attention by consumers. Successful marketers should know how to present a product or service to customers in order to point out the product's best features. Marketers should also be able to define the product's identity and to present it in the best possible way. Marketers with an integrated marketing approach try to associate the product's identity with its image understood by consumers. This image can be influenced by controlled actions as well as some external factors, such as the country of the product's origin. To be able to cope with demanding consumers, marketers are put under enormous stress while dealing with stressful time factors, numerous information, constant education and attention to customers’ behaviour. They need to be aware of all the factors influencing the customers, their decisions, the application of the chosen products and their decisions on when or why to stop using or buying it. In the empirical part of my thesis I am also researching consumer’s behavior and trademarks. New trademarks enter the market on daily basis and they represent aggressive competition to Pivovarna Laško and Pivovarna Union. They can seriously affect Laško and Union's market share if they decide to compete with lower prices. Such competition can lead to decline in value in the beer market. Traders are resourceful and the battle between them is fierce. Therefore they are paying a lot of attention to researching the consumers' behaviour and needs. In the beer market the origin of the product is usually very important and therefore it is often emphasized by producers and sellers. The Czech Republic and Germany are the pioneering countries in this field and sellers often exploit their names in their advertising. The main goal of my thesis was to evaluate the consumers' attitude to marketing communication, to see if they trust it or not and if the notice the actual difference between different trademarks. I also studied the influence of the state of origin to consumers' perception of organoleptic beers.
Keywords:Marketing, trademark, country of origin, customers' behaviour, purchasing process, purchasing quality, organoleptic properties.


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