Percepcija utjecaja uvođenja eura na kupovne navike potrošača prehrambenih proizvoda

master's thesis

• Title (english): Consumer perception of the euro changeover on food purchasing behavior
• Author: Ana Nikolov
• Mentor: Željka Mesić (mentor)
• Committee member: Željka Mesić (predsjednik povjerenstva)
• Committee member: Lari Hadelan (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: 2024-09-06, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Cilj rada je ispitati percepciju utjecaja uvođenja eura na kupovne navike potrošača
prehrambenih proizvoda. Online anketno istraživanje provedeno je na uzorku od 215 ispitanika
na području Republike Hrvatske. Rezultati istraživanja pokazali su da ispitanici smatraju kako
su im se nakon uvođenja eura povećali izdatci prilikom kupovine prehrambenih proizvoda. Više
od polovice ispitanika nezadovoljno je uvođenjem eura, dok je značajan udio neutralan.
Polovica ispitanika (48,9%) smatra da je inflacija uzrokovana makroekonomskim utjecajima,
dok 43,7% krivi uvođenje eura i neopravdano zaokruživanje cijena. Većina ispitanika očekivala
je promjenu cijena, ali ne u tolikoj mjeri, dok je trećina bila spremna na rast cijena. Visok udio
ispitanika smatra da je došlo do pogoršanja životnog standarda zbog rasta cijena. Učestalost
kupovine hrane nije se promijenila kod većine ispitanika nakon uvođenja eura. Potrošači
smatraju kako se rast cijena odrazio najviše na hranu i bezalkoholna pića odnosno na svježe
voće i povrće, jaja, mesne i mliječne proizvode te na ugostiteljske usluge restorana, hotela i
kafića. Nakon uvođenja eura najviše ispitanika zbog rasta cijena rjeđe posjećuje kvartovske
trgovine i specijalizirane prodavaonice. Čak 67% ispitanika još uvijek često ili uvijek
preračunava cijene u hrvatsku kunu kako bi stekli dojam o vrijednosti proizvoda. Ispitanici
učestalije koriste kartice, što može ukazivati na nepoznavanje novih novčanica i kovanica te
potrebu za sprječavanjem zaokruživanja i ubrzavanjem plaćanja. Pomoću hi kvadrat testa
utvrđeno je da žene češće preračunavaju cijene u kune i da su više nezadovoljne uvođenjem
eura. Također, mlađi ispitanici do 40 godina češće preračunavaju cijene u kune u odnosu na
starije od 40 godina.

Abstract (english)

The aim of the work is to investigate the perception of the effects of the introduction of the euro
on consumers' food purchasing habits. An online survey was conducted among a sample of 215
respondents in the Republic of Croatia. The results of the survey show that respondents believe
that their spending on food purchases increased after the introduction of the euro. More than
half of the respondents are dissatisfied with the introduction of the euro, while a significant
proportion are neutral. Half of respondents (48.9%) believe that inflation is caused by
macroeconomic influences, while 43.7% blame the introduction of the euro and unjustified
price rounding. The majority of respondents expect prices to change, but not to this extent,
while a third of respondents are prepared for price increases. A high proportion of respondents
believe that their standard of living has deteriorated due to rising prices. The frequency of food
purchases has not changed for the majority of respondents since the introduction of the euro.
According to consumers, the price increase was mainly reflected in food and non-alcoholic
beverages, i.e. fresh fruit and vegetables, eggs, meat and dairy products, as well as catering
services provided by restaurants, hotels and cafés. After the introduction of the euro, most
respondents visit neighborhood grocery stores and specialist stores less frequently due to rising
prices. 67% of respondents still convert prices into Croatian kuna to get an idea of the value of
the product. Respondents use cards more often, which could indicate that they are unfamiliar
with the new bills and coins and want to avoid rounding up and speed up payments. Using the
chi-square test, it was found that women are more likely to convert prices into kuna and that
they are more dissatisfied with the introduction of the euro. In addition, younger respondents
under the age of 40 convert prices into kuna more often than respondents over 40.

• Keywords: anketa; uvođenje eura; inflacija; kupovne navike; prehrambeni proizvodi
• Keywords (english): survey; introducing euro; inflation; purchasing behavior; food
• Language: croatian
• URN:NBN: urn:nbn:hr:204:501780
• 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 authenticated users
• Created on: 2024-09-12 08:58:42