Ponašanje pripadnika generacije Y u konzumaciji džina

master's thesis

• Title (english): Behavior of generation Y in the consumption of gin
• Author: Martina Atelj
• Mentor: Željka Mesić (mentor)
• Committee member: Željka Mesić (predsjednik povjerenstva)
• Committee member: Lari Hadelan (član povjerenstva)
• Committee member: Marin Mihaljević Žulj (član povjerenstva)
• Committee member: Marina Tomić Maksan (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Marketing and Innovation in Agribusiness); Zagreb
• Defense date and country: 2019-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Cilj ovog istraživanja bio je istražiti ponašanje potrošača, pripadnika generacije Y, u konzumaciji džina na području Republike Hrvatske. Provedeno je on-line anketno istraživanje na uzorku od 205 ispitanika. Rezultati istraživanja pokazuju kako pripadnici generacije Y najčešće konzumiraju džin na mjesečnoj razini, u kafićima/restoranima tijekom druženja s prijateljima i obitelji, te u kombinaciji s tonikom. Godišnje doba ne utječe na konzumaciju džina kod većine ispitanika, a ispitanici u većem udjelu piju džin stranog podrijetla. Većina ispitanika preferira proziran džin i ne znaju koji džin piju s obzirom na tehnologiju proizvodnje. Tek četvrtina ispitanika probala je džin domaćeg podrijetla, pri čemu su podjednako upoznati s industrijskim džinovima i craft džinovima s područja Republike Hrvatske. Najveći broj ispitanika je spreman izdvojiti od 101 do 150 kuna za jednu bocu (0,7dl) džina. Najvažnije obilježje džina potrošačima je okus, te odnos cijene i kvalitete. Četvrtina ispitanika naglašava kako na tjednoj razini konzumiraju džin kada su nervozni. Mali udio ispitanika ima iskustvo konzumiranja hrvatskog džina, jednako kao što i mali dio njih pri konzumaciji odabire džin domaćeg podrijetla. Rezultati ovog istraživanja mogu koristiti proizvođačima džina u svrhu planiranja proizvodnje, te marketinškim stručnjacima za kreiranje marketinških strategija u svrhu promocije konzumacije džina.

Abstract (english)

The aim of this study was to investigate the behavior of consumers belonging to Generation Y regarding gin consumption in the territory of the Republic of Croatia. An online survey was conducted on a sample of 205 subjects. Research results show that Generation Y members usually consume gin with tonic on a monthly basis, in bars / restaurants while socializing with friends and family. The consumption of gin by most respondents is not affected by the season, and the respondents in a larger proportion drink gin of foreign origin. More respondents prefer transparent gin and they do not know which gin they drink concerning production technology. Only a quarter of respondents have tried gin of domestic origin, and they are equally familiar with industrial gin and craft gin from the territory of the Republic of Croatia. Most of the respondents were ready to give from 101 to 150 kuna for one bottle (0.7dl) of gin. The most important characteristic of consumer gin is taste, and price / quality ratio. A quarter of respondents said they consume gin on a weekly basis when feeling nervous. A small proportion of respondents had an experience of consuming Croatian gin, just as a small proportion of them choose gin of domestic origin when consuming. The results of this research may be used by gin producers in production planning, and by market experts to create marketing strategies to promote gin consumption.

• Keywords: ponašanje potrošača; generacija Y; džin; anketno ispitivanje
• Keywords (english): consumer behavior; Generation Y; gin; survey
• Language: croatian
• URN:NBN: urn:nbn:hr:204:194219
• Study programme: Title: Agribusiness and Rural Development; Study programme type: university; Study level: graduate; Academic / professional title: magistar/ magistra inženjer/inženjerka agrobiznisa i ruralnog razvitka (magistar/ magistra inženjer/inženjerka agrobiznisa i ruralnog razvitka)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2019-11-13 10:28:36