Retailers\u27 private label brand strategies and spar brand recognition

Trgovinska podjetja, se morajo za dolgoročno uspešnost in večanje dobička prilagajati trgu. Dandanes je konkurenca med trgovskimi podjetji vedno večja, zato želijo s svojimi lastnimi blagovnimi znamkami čim bolje zadovoljiti odjemalce in si zagotoviti njihovo zvestobo. Predmet obravnave diplomske naloge je preučevanje trgovinskih blagovnih znamk in prepoznavanje izbrane trgovinske znamke pri odjemalcih ter vpliv prepoznavnosti blagovnih znamk na njihovo odločanje pri izbiri izdelkov. Namen naloge je ugotoviti vpliv prepoznavnosti blagovne znamke Spar na prodajo njenih izdelkov in primerjava prepoznavnosti trgovinske blagovne znamke Spar s konkurenčnimi trgovinskimi znamkami. Z analizo ankete smo ugotovili, da je trgovinska blagovna znamka Spar med odjemalci bolj prepoznavna od obravnavanih konkurentov in da kakovost in cena sparovih izdelkov odločilno vplivata na nakupno vedenje odjemalcev.Trading companies need to adapt to the market to ensure long-term performance and to increased their profit. As the competition between trade companies is intensifies, companies with their own brands want to satisfy customers as much as possible and ensure their loyalty. The subject of the diploma thesis is the study of trademarks and the recognition of the chosen trademark by customers and the influence of brand recognition on their decision-making when choosing products. The purpose of the assignment is to determine the impact of the recognition of the Spar brand on the sales of its products and to compare the recognition of the Spar brand with competing brands. By analysing the survey, we found out that the Spar brand is more recognizable among customers than the competitors in question, and that the quality and price of Spar products have a decisive influence on customer’s purchasing behaviour