Segmentacija potrošača svježeg mesa iz slobodnog uzgoja

master's thesis

• Author: Dražen Barić
• Mentor: Damir Kovačić (mentor)
• Committee member: Damir Kovačić (predsjednik povjerenstva)
• Committee member: Marija Cerjak (član povjerenstva)
• Committee member: Josip Juračak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Marketing and Innovation in Agribusiness); Zagreb
• Defense date and country: 2018-03-22, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Cilj ovoga rada je prepoznati i identificirati potrošačke segmente na domaćem tržištu mesa iz slobodnog uzgoja. Zadaća istraživanja je ustanoviti motive, stavove i obrasce kupovnog ponašanja potrošača na ovome tržištu. Za potrebe istraživanja proveden je fokus grupa (n=7) i anketno ispitivanje (n=114). Klaster analizom izdvojena su dva tržišna segmenta: Fanovi svježeg mesa i Racionalni potrošači svježeg mesa. Utvrđene su razlike između segmenata s obzirom na njihova socio-demografska obilježja, navike i način prehrane, ponašanje u kupnji mesa i važnosti obilježja mesa. Rezultati istraživanja daju informativnu podlogu za kreiranje marketinške strategije za proizvođače i prodavače svježeg mesa iz slobodnog uzgoja.

Abstract (english)

The aim of this work is to identify consumer segments in the domestic market of free-cultivation meat. The task of the research is to determine motives, attitudes and patterns of consumer behavior in this market. For the purposes of the research, an interview (n = 7) and a survey (n = 114) were conducted. Cluster analysis distinguished two market segments: Fans of Fresh Meat and Rational Fresh Meat Consumers. The work presents the differences between these two groups in the socio-demographic characteristics, habits and the way of eating, the purchase of meat and the importance of meat characteristics. The results of the research could be used as a base for creating a marketing strategy for producers and sellers of fresh meat from free cultivation.

• Keywords: svježe meso; potrošači; segmentacija
• Keywords (english): fresh meat; consumers; segmentation
• Language: croatian
• URN:NBN: urn:nbn:hr:204:875627
• 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: 2018-03-27 10:35:28