SURVEY OF CONSUMER ATTITUDES ABOUT PRIVATE BRANDS OF THE TOMMY RETAIL CHAIN

Marka podrazumijeva ime, pojam, znak, simbol ili pak dizajn, ali i njihovu moguću kombinaciju, čija je svrha identificiranje proizvoda ili usluga proizvođača ili grupe proizvođača. Poduzeću privatne marke omogućuju stvaranje konkurentske prednosti, ali i veći izvor financijskih prihoda. Ciljevi rada, odnose se na pojmovno definiranje marke, identitet a, te elemenata identiteta marke. Nadalje, ciljevi se odnose i na analizu privatnih marki općenito, te stanje privatnih marki na području Republike Hrvatske i Europe, te u konačnici stavove potrošača o privatnim markama trgovačkog lanca Tommy. Može se zaključiti kako privatne marke danas dobivaju sve veći značaj, kako za poduzeće, tako i za potrošače, te da trgovci pomoću privatnih marki ostvaruju diferencijaciju od konkurencije. S druge strane, potrošači prilikom kupnje proizvoda privatnih marki štede novac, a ostvaruju proizvod zadovoljavajuće kvalitete.A brand implies a name, term, sign, symbol or design, but also their possibility of combining, the purpose of which is to identify the products or services of manufacturers or groups of manufacturers. Private brands allow a company to create competitive advantages, but also a greater source of financial income. The goals of the paper are related to the conceptual definition of the brand, identity, and elements of brand identity. Furthermore, the objectives relate to the analysis of private labels in general, and the state of private labels in the Republic of Croatia and Europe, and ultimately consumer attitudes about private labels in the Tommy chain. It can be concluded that the private market is gaining more and more importance today, both for the company and for consumers, and that traders use private labels to differentiate themselves from the competition. On the other hand, when buying products of private labels, consumers save money and achieve a product of satisfactory quality