Building a retail brand

Glavni cilj diplomskog rada i empirijskog istraživanja u sklopu istog je istražiti koliko je u današnje vrijeme izrazito visoke konkurentnosti između maloprodavača bitna strategija izgradnje maloprodajne marke. Teorijski je definirano što općenito predstavlja marka, koje su dimenzije koje utječu na izgradnju marke i što sve određuje snagu marke. Objašnjen je i odnos lojalnosti i marke te značajna uloga lojalnosti kupaca u izgradnji maloprodajne marke. Uz sve navedeno, objašnjeno je i kako robna marka proizvoda u prodavaonici predstavlja jedan od načina izgradnje marke maloprodavača. U empirijskom dijelu rada pomoću anketnog upitnika ispitani su stavovi kupaca kako bi se bolje razumjela njihova razmišljanja o odabiru prodavaonica. Na temelju rezultata ankete donesen je zaključak koji čimbenici i u kojoj mjeri imaju ulogu u izgradnji maloprodajne marke, a sve to može pomoći menadžmentu u lakšem donošenju odluka i smanjenju troškova maloprodajnih aktivnosti.The main goal of this master’s thesis and the empirical research conducted within is to investigate importance of building a retail brand in today’s extreme competition between retailers. It is theoretically defined what is the brand in general, what are the dimensions that effect on building the brand and what is it that determines the strength of the brand. The thesis also explains the connection between customer’s loyalty and the significant role of customer’s loyalty in building retail brand. In addition to all, it was explained how private label in retail store is one of the ways to build a retail brand. In the research part of the thesis, a survey questionnaire is used to examine the customer’s attitudes for better understanding their thoughts on store selection. Based on the results of the survey, a conclusion is made of which factors and to what extent have role in process of building retail brand. All of this can help retail management to make easier decisions and reduce the cost of retail activities