EVALUATION OF CUSTOMER TRADERS BRAND
AND TRADEMARKS OF PRODUCERS OF POULTRY MEAT

Miro Simonič – Fakulteta za komercialne in poslovne vede, Lava 7, 3000 Celje, Slovenia

Damjan Vrabl – Perutnina Ptuj d.o.o., Potrčeva c. 10, 2250 Ptuj, Slovenia

Anton Vorina – Ekonomska šola Celje Višja strokovna šola, Mariborska 2, 3000 Celje, Slovenia

DOI: https://doi.org/10.31410/EMAN.2020.515


4th International Scientific Conference – EMAN 2020 – Economics and Management: How to Cope With Disrupted Times, Online/Virtual, September 3, 2020, CONFERENCE PROCEEDINGS published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; ISBN 978-86-80194-30-1, ISSN 2683-4510

Povzetek:

V prispevku nas je zanimalo koliko slovenski kupci poznajo blagovne znamke, katere poznajo
in ali vrednotijo trgovske blagovne znamke višje kot blagovne znamke proizvajalcev perutninskega
mesa. Nadalje nas je zanimalo, kako pogosto kupci kupujejo blagovne znamke in ali se raje odločajo za
trgovske blagovne znamke ali za blagovne znamke proizvajalcev. Z neverjetnostnim in neslučajnostnim
anketnim vprašalnikom, ki smo ga respondentom poslali preko spleta, smo zbrali podatke o zaupanju
kupcev v blagovne znamke, pogostost nakupa izdelkov z blagovnimi znamkami ter lojalnost kupcev do
blagovnih znamk. Zbrane podatke smo primerjali z demografskimi podatki kupcev ter jih analizirali
glede na starost, prihodke, izobrazbo ter regijo. Z analiziranjem pridobljenih statističnih podatkov smo
ugotovili, da kupci glede kakovosti prehrambnih izdelkov bolj zaupajo blagovnim znamkam proizvajalcev,
glede cene pa blagovnim znamkam trgovcev.

Ključne besede:

Blagovna znamka proizvajalca, Blagovna znamka trgovca, Kakovost blagovne znamke,
Zaupanje v blagovno znamko

Abstract:

In the paper, we were interested in how well Slovenian customers know brands, which brands
they know and if they value trade brands higher than the manufacturer´s brands of poultry meat producers.
Furthermore, we were interested in how often customers buy brands and whether they prefer
trader´s brands or manufacturer´s brands. An online improbability and non-coincidence questionnaire
was sent out, which gave us information about customer trust in brands, the frequency of purchases
of branded products, and customer loyalty to brands. The data collected was compared with customer
demographics data and analyzed by age, revenue, education and region. Analyzing the statistics, we
have obtained that customers have more confidence in the quality of food products by the brands of
manufacturers, and in terms of price, the brands of trader´s.

Keywords:

Manufacturer‘s brand, Trader‘s brand, Brand quality, Brand trust

REFERENCES

Kapferer, J.-N. (1992). Strategic Brand Management. London: Kogan Page Limited.
Kavčič, B. (2007). Organizacijska kultura (tretja izdaja izd.). Celje: VKŠ.
Kotler, P. (1998). Marketing Management – Trženjsko upravljanje: Analiza, načrtovanje, izvajanje
in nadzor. Ljubljana: Slovenska knjiga.
Samuelson, P. A. (2002). Ekonomija. Ljubljana: GV založba.
Vukasović, T. (2012). Trženje: od temeljev trženja do strateškega tržnega načrtovanja. Koper:
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