Percipirane koristi i barijere u kupnji i konzumaciji jaja obogaćenih omega-3 masnim kiselinama

master's thesis

• Title (english): Perceived benefits and barriers in the purchase and consumption of omega-3 enriched eggs
• Author: Matea Jambrešić
• Mentor: Željka Mesić (mentor)
• Committee member: Željka Mesić (predsjednik povjerenstva)
• Committee member: Marina Tomić Maksan (član povjerenstva)
• Committee member: Branka Šakić Bobić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Department of Marketing in Agriculture); Zagreb
• Defense date and country: 2023-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Cilj rada je ispitati percipirane koristi i barijere potrošača u kupnji i konzumaciji jaja
obogaćenih omega-3 masnim kiselinama te utvrditi povezanost sociodemografskih obilježja i
ponašanja potrošača u kupnji i konzumaciji jaja obogaćenih omega-3 masnim kiselinama.
Online anketno istraživanje provedeno je na prigodnom uzorku od 159 ispitanika u Hrvatskoj.
Rezultati istraživanja pokazali su kako više od polovice ispitanika nije upoznato s omega-3
obogaćenim jajima dok 40 % navodi da znaju više o ovom proizvodu. Samo 18 % ukupnog
broja ispitanika izjasnilo se kako kupuje takva jaja i to najčešće u supermarketima. Kao najveću
barijeru pri kupnji ovog proizvoda ispitanici navode cijenu i dostupnost jaja. Kao najveću korist
konzumacije ovih jaja ispitanici ocjenjuju njihov doprinos u smanjenju rizika obolijevanja od
kroničnih kardiovaskularnih bolesti i bolesti krvnih žila.
S obzirom na to kako se današnji potrošači sve više okreću zdravijim navikama i prate novitete
u prehrambenim trendovima, postoji potencijal za daljnji rast potražnje za omega-3 obogaćenim
jajima. Rezultati mogu pomoći pri oblikovanju marketinške strategije s ciljem povećanja
prodaje omega-3 obogaćenih jaja.

Abstract (english)

The aim of this study is to examine consumers' perceived benefits and barriers in purchasing
and consuming eggs enriched with omega-3 fatty acids, and to determine the relationship
between socio-demographic characteristics and consumer behavior in the purchase and
consumption of omega-3 enriched eggs. An online survey was conducted on a convenience
sample of 159 respondents in Croatia.
The research results showed that more than half of the respondents are not familiar with omega-
3 enriched eggs, while 40% state that they know more about this product. Only 18% of the total
number of respondents reported buying such eggs, mostly in supermarkets. The biggest barrier
to purchasing this product, as indicated by respondents, is the price and availability of the eggs.
The greatest benefit of consuming these eggs, according to respondents, is their contribution to
reducing the risk of chronic cardiovascular diseases and vascular diseases.
Considering that today's consumers are increasingly adopting healthier habits and keeping up
with innovations in dietary trends, there is potential for further growth in the demand for omega-
3 enriched eggs. These results can help shape a marketing strategy aimed at increasing the sales
of omega-3 enriched eggs.

• Keywords: omega-3 obogaćena jaja; omega-3 masne kiseline; ponašanje potrošača jaja; jaja; hrvatsko tržište jaja
• Keywords (english): omega-3 enriched eggs; omega-3 fatty acids; egg consumer behavior; eggs; Croatian egg market
• Language: croatian
• URN:NBN: urn:nbn:hr:204:465882
• 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: Embargoed access; Embargo expiration date: 2024-11-16
• Created on: 2023-11-16 11:41:07