Student population attitude analysis of private food brands

U ovom radu obrađuje se tema privatnih maraka prehrambenih proizvoda te stav studenata prema tim markama. Istražuju se čimbenici kupnje poput cijene i kvalitete proizvoda. Privatne marke su marke u vlasništvu trgovaca koji angažiraju proizvođače za proizvodnju proizvoda kojima će marka biti dodijeljena. Sve je veći broj proizvoda pod privatnim markama koji predstavljaju veliku prijetnju drugim poznatim markama, budući da privatne marke omogućuju trgovcima prodaju po nižim cijenama uz niže troškove proizvodnje, veću kontrolu kreiranja asortimana ponude i fleksibilniju ponudu cijena. Svrha ovog rada je istražiti jesu li privatne marke sastavni dio košarice u kupovini kod studenata te koje komponente kod kupnje oni vrednuju te doći do odgovora bilježe li privatne marke prehrambenih proizvoda porast. Rezultati istraživanja upućuju na to da studenti imaju pozitivne stavove o kvaliteti prehrambenih proizvoda privatnih maraka, ali da je u procesu odlučivanja o kupnji presudni čimbenik ipak cijena, a ne vrijednost za novac koju dobiju takvom kupovinom.This paper deals with the topic of private labels of food products and the students' attitudes towards these brands. Purchasing factors such as price and product quality will be researched in this paper. Private brands are trademarks owned by traders who hire manufacturers to produce products to which the brand will be awarded. There is an increasing number of under-branded products that pose a major threat to other well-known brands, as private brands allow traders to sell at lower prices with lower production costs, greater control over variety of products and more flexible prices. The purpose of this paper is to research whether private brands are an integral part of student shopping carts, what components do the students value the most when purchasing those goods and to find answers whether private brands in food industry are growing. Research findings suggest that students have positive attitudes to the quality of private label food products, althought the main criteria in the process of deciding is price instead of value for money