Pozicioniranje proizvoda pomoću metode višedimenzionalnog skaliranja na primjeru craft lager piva

master's thesis

• Author: Ante Kraljević
• Mentor: Damir Kovačić (mentor)
• Committee member: Damir Kovačić (predsjednik povjerenstva)
• Committee member: Marija Cerjak (član povjerenstva)
• Committee member: Marin Mihaljević Žulj (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Department of Marketing in Agriculture); Zagreb
• Defense date and country: 2020-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Online anketno ispitivanje provedeno je na uzorku od 114 potrošača piva na zagrebačkom tržištu. Ispitanici prepoznaju razlike između craft i lager piva. Za utvrđivanje tržišne pozicije lager piva korištena je metoda mulitdimenzionalnog skaliranja. Lager piva uključena u istraživanje (Zlatni medvjed i IPA) imaju jasno različitu tržišnu poziciju u odnosu na industrijska lager piva (PAN, Ožujsko i Karlovačko). Pri tome se marka IPA razlikuje od industrijskih marki piva prema jednoj dimenziji perceptualne mape, a marka piva Zlatni medvjed po obje dimenzije. Kako bi utvrdili po čemu se razlikuju istraživane marke piva dodatno su ocjenjena njihova ključna organoleptička obilježja (okus, miris i pitkost). Ispitanici različito precipiraju organoleptička obilježja craft i industrijske lager pive pri čemu craft piva imaju bolji imidž. Rezultati istraživanja daju vrijedne informacije proizvođačima craft piva za izradu marketinških strategija.

Abstract (english)

The online survey was conducted based on a sample of 114 consumers of beer in the local Zagreb market. Moreover, all of the correspondents from this sample were able to differentiate between craft and lager brews. In order to determine the market position of lager beer, the research applied the multidimensional scaling method. Lager brews included in this research (Zlatni Medvjed & IPA) have a clearly different market positioning in comparison to industrial lager brews (Pan, Ožujsko, Karlovačko). Moreover, the IPA brew differentiates itself from industrial brews based on one dimension of perceptual mapping. In order to determine the characteristics by which these brews are different from each other, their organoleptic traits(taste, smell and silkiness) have also been examined.

• Keywords: višedimenzionalno skaliranje; potrošači; craft piva
• Keywords (english): multidimensional scaling; consumers; craft beer
• Language: croatian
• URN:NBN: urn:nbn:hr:204:278737
• 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 students and staff of home institution
• Created on: 2020-11-09 11:17:01