| | SLO | ENG | Cookies and privacy

Bigger font | Smaller font
First page > Show document

Show document Help

Title:Analiza preferenc črnogorskih potrošnikov do slovenskih blagovnih znamk Argeta in Gorenje v primerjavi z drugimi tujimi in domačimi blagovnimi znamkami
Authors:ID Bratić, Žarko (Author)
ID Mumel, Damijan (Mentor) More about this mentor... New window
Files:.pdf MAG_Bratic_Zarko_2025.pdf (4,25 MB)
MD5: 0D9177106C28A5836D9CA26FDAFDD6CD
 
Language:Slovenian
Work type:Master's thesis/paper
Typology:2.09 - Master's Thesis
Organization:EPF - Faculty of Business and Economics
Abstract: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.
Keywords:potrošniške preference, vedenje potrošnikov, država porekla, etnocentrizem, marketinške aktivnosti, blagovne znamke, Črna gora.
Place of publishing:Maribor
Publisher:Ž Bratić
Year of publishing:2025
PID:20.500.12556/DKUM-92222 New window
UDC:366.1
COBISS.SI-ID:237682691 New window
Publication date in DKUM:29.05.2025
Views:100
Downloads:31
Metadata:XML DC-XML DC-RDF
Categories:EPF
:
Copy citation
  
Average score:(0 votes)
Your score:Voting is allowed only for logged in users.
Share:Bookmark and Share



Hover the mouse pointer over a document title to show the abstract or click on the title to get all document metadata.

Licences

License:CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Link:http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:21.03.2025

Secondary language

Language:English
Title:Analysis of the preferences of montenegrin consumers towards the slovenian brands Argeta and Gorenje compared to other foreign and domestic brands
Abstract: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.
Keywords:consumer preferences, consumer behavior, country of origin, ethnocentrism, marketing activities, brands, Montenegro.


Comments

Leave comment

You must log in to leave a comment.

Comments (0)
0 - 0 / 0
 
There are no comments!

Back
Logos of partners University of Maribor University of Ljubljana University of Primorska University of Nova Gorica