Segmentacija potrošača svježe ribe u Hrvatskoj

master's thesis

• Author: Zoran Lucević
• Mentor: Marija Cerjak (mentor)
• Committee member: Marija Cerjak (predsjednik povjerenstva)
• Committee member: Damir Kovačić (član povjerenstva)
• Committee member: Tea Tomljanović (član povjerenstva)
• Committee member: Marina Tomić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Department of Marketing in Agriculture); Zagreb
• Defense date and country: 2015-11-13, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy; Fishing

Abstract

Cilj ovog istraživanja je segmentacija potrošača svježe ribe u Hrvatskoj na temelju njihovih stavova i prepreka koji su vezani za potrošnju svježe ribe. Anketno ispitivanje je provedeno na uzorku od 1137 ispitanika. Klaster analizom izdvojena su tri tržna segmenta; obožavatelji svježe ribe, pristalice konzumacije svježe ribe te povremeni potrošači svježe ribe. Obožavatelji svježe ribe su uglavnom žene, većeg stupnja obrazovanja i većih primanja koje imaju pozitivne stavove prema konzumaciji svježe ribe. Pristalice konzumacije svježe ribe su u većem udjelu muškarci srednje dobi, koji imaju pozitivne stavove prema konzumaciji svježe ribe i neutralan stav prema preprekama. Povremeni potrošači svježe ribe imaju najveći broj mladih ispitanika s nižim primanjima i nižeg stupnja obrazovanja. Oni nemaju toliko izražene pozitivne stavove prema konzumaciji svježe ribe i potvrđuju postojanje prepreka u konzumaciji svježe ribe. Profiliranje klastera daje mogućnost kreiranja kvalitetne marketinške strategije te su stoga ovim istraživanjem dobivene vrijedne informacije za uzgajivače ribe.

Abstract (english)

This study’s objective was to segment Croatian fish consumers based on their attitudes and barriers corresponding with fish consumption. The survey was conducted on a sample of 1,137 respondents. Cluster analysis singled out three market segments; Fish lovers, supporters of fish consumption and the occasional fish consumers. Fish lovers are mostly women, higher levels of education and higher incomes, which have positive attitudes towards fish consumption. Supporters of fish consumption are mostly males in middle age which have positive attitudes towards the consumption of fresh fish and a neutral attitude towards the obstacles. Finally, occasional fish consumers have the highest number of young respondents with lower incomes and education. They do not have so positive attitudes towards the consumption of fresh fish and confirmed the existence of barriers to the consumption of fresh fish. Profiling clusters provides the ability to create high-quality marketing strategies and therefore this study provided valuable information for manufacturers of fish.

• Keywords: potrošači; svježa riba; segmentacija
• Keywords (english): consumers; fresh fish; segmentation
• Language: croatian
• URN:NBN: urn:nbn:hr:204:095010
• Study programme: Title: Fisheries and Game Management; Study programme type: university; Study level: graduate; Academic / professional title: magistar/ magistra inženjer/inženjerka ribarstva i lovstva (magistar/ magistra inženjer/inženjerka ribarstva i lovstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2016-04-18 08:28:37