Efekat zemlje porekla brenda na ponašanje potrošača u Srbiji: izazovi tržišne komunikacije

Автор: Igor Trandafilović, Nebojša Backović

Статья в выпуске: 2 vol.8, 2013 года.

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Jedan od elemenata koji utiču na procenu marke od strane potrošača je imidž zemlje porekla. Rad ima cilj da rasvetli prirodu uticaja zemlje porekla na ponašanje potrošača prilikom izbora marke u Republici Srbiji. Sprovedeno je terensko istraživanje u 18 opština na uzorku od 677 ispitanika. Primenjeno je ispitivanje, tj. anketiranje potrošača metodom ličnog intervjua. Rezultati rada pokazuju sledeće: zemlja porekla marke je značajna potrošačima prilikom izbora. Ova ocena neznatno varira između kategorija proizvoda. Sa rastom tehničke kompleksnosti proizvoda raste i značaj zemlje porekla. Značaj zemlje porekla je viši kod skupljih nego kod jeftinih proizvoda. Sa višim stepenom poznavanja proizvoda opada značaj zemlje porekla. Marke iz bogatih zemalja su percipirane kao kvalitetnije. Ispitana je zavisnost rezultata od polne i regionalne strukture, prihoda ispitanika i kategorija stanovništva primenom kauzalne statistike.

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Zemlja porekla, brend, Srbija, ponašanje potrošača

Короткий адрес: https://sciup.org/170204186

IDR: 170204186

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