Iskustva i navike konzumacije specialty (vrhunske) kave kod potrošača u Hrvatskoj

master's thesis

• Title (english): Experiences and habits of specialty coffee consumption among consumers in Croatia
• Author: Tamara Dukić
• Mentor: Marina Štambuk (mentor)
• Committee member: Marina Štambuk (predsjednik povjerenstva)
• Committee member: Marija Cerjak (član povjerenstva)
• Committee member: Nataša Bokan (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Department of Management and Rural Entrepreneurship); Zagreb
• Defense date and country: 2023-06-12, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Konzumacija i proizvodnja specialty kave rastući je trend u industriji kave u posljednja dva
desetljeća. Cilj ovog istraživanja je ispitati razlike između potrošača kave, onih koji konzumiraju
i onih koji ne konzumiraju specialty kavu, u sociodemografskim obilježjima, iskustvu i
navikama konzumacije te znanju i percepciji koncepta pravedne trgovine. Istraživanje je
provedeno putem online anketnog upitnika na uzorku od 201 sudionika. Većina sudionika živi
u gradu Zagrebu, zaposleni su te prosječnog životnog standarda. Sudionici najčešće piju tursku
ili espresso kavu u društvu prijatelja u kafiću kako bi odmorili te zbog smirujućeg djelovanja
kave. Potrošači specialty kave navode kako specialty kava ima prepoznatljiv i bolji okus i
aromu. Koristeći podatke dobivene ovim istraživanjem, marketinški stručnjaci i ugostitelji
mogu bolje uvidjeti preferencije potrošača te prema njima kreirati marketinške strategije.

Abstract (english)

The consumption and production of specialty coffee is a growing trend in the coffee industry
in the last two decades. The aim of this research is to examine the differences between coffee
consumers, those who consume and those who do not consume specialty coffee, in
sociodemographic characteristics, consumption experience and habits, and knowledge and
perception of the concept of fair trade. The research was conducted through an online
questionnaire on a sample of 201 participants. Most of the participants live in the city of
Zagreb, are employed, and have an average standard of living. Participants usually drink
Turkish or espresso coffee in the company of friends in a cafe to rest and because of the
calming effect of coffee. Consumers of specialty coffee state that specialty coffee has a
recognizable and better taste and aroma. Using the data obtained from this research,
marketing experts and restaurateurs can better understand consumer preferences and create
marketing strategies according to them.

• Keywords: specialty (vrhunska) kava; pravedna trgovina; Fairtrade; potrošačko ponašanje
• Keywords (english): specialty coffee; Fairtrade; consumer behaviour
• Language: croatian
• URN:NBN: urn:nbn:hr:204:596607
• 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: 2024-06-27
• Created on: 2023-06-27 08:23:14