The perception of the student population of private label food products

U ovom radu istražena je tema – percepcija privatnih marki. Privatne marke su sve popularnije i ostvaruju konstantan rast u pokazateljima prodaje i tržišnih udjela. Trgovci sve više ulažu u njihovu kvalitetu i tako ih repozicioniraju, te na taj način mijenjaju percepciju potrošača o privatnim markama. Cilj rada je istražiti percepciju studentske populacije o privatnim markama prehrambenih proizvoda. Temeljem istraživanja izvedeni su zaključci da su studentskoj populaciji kvaliteta i cijena najvažniji čimbenici pri donošenju odluke o kupovini prehrambenih proizvoda pod privatnom markom. Studenti percipiraju privatne marke kao malo slabije kvalitete u odnosu na proizvođačke marke, a cijenu percipiraju kao nisku, odnosno nižu prema cijenama proizvođačkih marki. Istraživanje je pokazalo kako studentska populacija nema problema s time da njihovi prijatelji znaju da kupuju privatne marke, te bi im također ponudili te proizvode.This paper explored the theme - perception of private labels. Private labels are becoming increasingly popular and achieving constant growth in sales and market shares. Retailers are increasingly investing in their quality and reposition them, thus changing the perception of private labels among consumers. The aim of this paper is to explore the perception of the student population of private label food products. Based on the research conclusions have been made that the most important factors for student population are quality and price when deciding on the purchase of private label food products. Students perceive private label as well as a bit inferior quality compared to the manufacturer's brand, and prices are perceived as low, or lower compared to prices of manufacturer's brand. The research showed that the student population has no problem with the fact that their friends know that they are buying private label, and are also willing to offer the such products to their friends