Potrošački etnocentrizam i percepcija potrošača o kvaliteti domaćih i uvoznih prehrambenih proizvoda

master's thesis

• Title (english): Consumer ethnocentrism and consumer perception of the quality of domestic and imported food products
• Author: Hrvoje Mandarić
• Mentor: Marina Tomić Maksan (mentor)
• Committee member: Marina Tomić Maksan (predsjednik povjerenstva)
• Committee member: Željka Mesić (član povjerenstva)
• Committee member: Lari Hadelan (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Department of Marketing in Agriculture); Zagreb
• Defense date and country: 2023-09-27, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

On-line anketno istraživanje je provedeno na uzorku od 257 ispitanika s ciljem utvrđivanja stupnja potrošačkoga etnocentrizma, te njegova utjecaja na percepciju ispitanika o domaćim i uvoznim prehrambenim proizvodima, te percepciju o čokoladnim namazima Nutella i Lino Lada. Najveći udio ispitanika ima srednji stupanj potrošačkog etnocentrizma. Ispitanici smatraju da su domaći prehrambeni proizvodi kvalitetniji, ukusniji, sigurniji, skuplji te da imaju staromodniju ambalažu i manje atraktivan dizajn u odnosu na strane prehrambene proizvode. Ispitanici s niskim stupnjem potrošačkog etnocentrizma percipiraju uvozne proizvode kvalitetnijim, a ispitanici s visokim stupnjem potrošačkog etnocentrizma percipiraju domaće prehrambene proizvode kvalitetnijim. Ispitanici percipiraju domaći čokoladni namaz Lino Lada kvalitetnijim, sigurnijim za konzumaciju i modernije ambalaže nego uvozni čokoladni namaz Nutella, dok uvozni čokoladni namaz Nutella percipiraju skupljim u usporedbi s domaćim namazom Lino Lada. Što se tiče okusa, percepcija domaćeg i uvoznog čokoladnog namaza je jednaka. Rezultati provedenog istraživanja važni su za domaće proizvođače prehrambenih proizvoda i marketinške stručnjake za potrebe kreiranja marketinških strategija u svrhu promicanja etnocentričnog ponašanja u kupovini prehrambenih proizvoda.

Abstract (english)

The online survey was conducted on a sample of 257 respondents with the aim of determining the level of consumer ethnocentrism and its impact on the respondents' perception of domestic and imported food products, as well as their perception of chocolate spreads Nutella and Lino Lada. The majority of respondents have a moderate level of consumer ethnocentrism. Respondents believe that domestic food products are of higher quality, tastier, safer, more expensive, and have a more old-fashioned packaging and less attractive design compared to foreign food products. Respondents with a low level of consumer ethnocentrism perceive imported products as higher in quality, while respondents with a high level of consumer ethnocentrism perceive domestic food products as higher in quality. Respondents perceive the domestic chocolate spread Lino Lada as higher in quality, safer for consumption, and with a more modern packaging compared to the imported chocolate spread Nutella, while they perceive Nutella as more expensive than the domestic Lino Lada spread. As for taste, the perception of domestic and imported chocolate spreads is the same. The results of the conducted research are important for domestic food producers and marketing professionals for the purpose of creating marketing strategies to promote ethnocentric behavior in the purchase of food products.

• Keywords: potrošački etnocentrizam; percepcija kvalitete; Nutella; Lino Lada
• Keywords (english): consumer ethnocentrism; perception of quality; Nutella; Lino Lada
• Language: croatian
• URN:NBN: urn:nbn:hr:204:900721
• 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: 2023-10-30 08:27:46