Segmentacija potrošača autohtonih sireva u Hrvatskoj

master's thesis

• Title (english): Consumer segmentation of indigenous cheeses in Croatia
• Author: Ljubica Živković
• Mentor: Željka Mesić (mentor)
• Committee member: Željka Mesić (predsjednik povjerenstva)
• Committee member: Milna Tudor Kalit (član povjerenstva)
• Committee member: Marija Cerjak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Marketing and Innovation in Agribusiness); Zagreb
• Defense date and country: 2021-09-08, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Autohtoni sirevi svojim obilježjima privlače različite skupine potrošača. Cilj rada je utvrditi stavove i kupovno ponašanje potrošača te identificirati potrošačke segmente autohtonih sireva u Hrvatskoj. Anketno ispitivanje je provedeno online na uzorku od 300 ispitanika koji konzumiraju autohtone sireve. Najvažnija intrinzična i ekstrinzična obilježja pri kupnji i konzumiranju autohtonih sireva su okus, kvaliteta kao opće obilježje sira, ujednačenost kvalitete pri svakoj kupnji, miris, rok trajanja, odnos cijene i kvalitete, vrsta i porijeklo sira. Faktorskom i klaster analizom utvrđena su dva tržišna segmenta – Segment 1 (57%) i Segment 2 (43%), koji se međusobno razlikuju po važnosti koju potrošači pridaju intrinzičnim i ekstrinzičnim obilježjima pri kupnji i konzumaciji sireva. Rastući trend zdrave prehrane povećat će konzumiranje autohtonih sireva, što otvara tržište za nove proizvođače, a dobiveni rezultati mogu pomoći pri izradi marketing strategije za unaprjeđenje prodaje.

Abstract (english)

Indigenous cheeses attract various categories of consumers. The goal of our work is to examine the attitude and purchase patterns of consumers, as well to identify the exact consumer categories for Croatian indigenous cheeses. To do so, we conducted a survey of 300 such consumers. We conclude that the most important intrinsic and extrinsic cheese properties during purchase and consumption are taste, quality as a general cheese property, consistency during each purchase, smell, expiration date, relation of price to quality, type of cheese and place of origin. Through factor and cluster analysis we have determined two consumer categories – Category 1 (57%) and Category 2 (43%), distinguished by how much they value intrinsic and extrinsic cheese properties during purchase and consumption. The growing trend of healthy diets will increase consumption of indigenous cheeses, which will open the market to new producers, and the survey’s results can help guide marketing strategies to improve sales.

• Keywords: segmentacija potrošača; autohtoni sirevi; stavovi i kupovno ponašanje
• Keywords (english): consumer segmentation; indigenous cheeses; attitude and consumer behaviour
• Language: croatian
• URN:NBN: urn:nbn:hr:204:385196
• 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: Open access
• Created on: 2021-10-18 08:33:25