Obilježja konzumenata sushija u Hrvatskoj: Sociodemografske karakteristike, ponašanje u kupnji i konzumaciji

Scientific paper - Original scientific paper

• Title (english): Characteristics of sushi consumers in Croatia: Sociodemographic characteristics, purchasing and consumption behavior
• Author: Ivana Deak
• Author: Marina Štambuk
• Author's institution: University of Zagreb; Faculty of Agriculture
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract (croatian)

Cilj istraživanja bio je utvrditi potrošačko ponašanje na tržištu sushija u Hrvatskoj te ispitati razlike u sociodemografskim obilježjima sudionika s obzirom na učestalost konzumacije sushija. U online istraživanju sudjelovalo je 626 sudionika. Rezultati su pokazali da sushi češće konzumiraju više obrazovani, stariji, zaposleni sudionici višeg životnog standarda koji žive u većim gradovima. Učestali konzumenti znaju prepoznati dvije vrste sushija, ali nemaju izražene preferencije prema određenoj vrsti sushija kod naručivanja i okus ocjenjuju kao najvažnije obilježje. Sudionici su bili srednje zadovoljni ponudom i konzumirali bi više sushija da je ponuda u njihovom mjestu prebivališta bolja.

Abstract (english)

The aim of this research was to determine consumer behaviour on the sushi market in Croatia and to examine sociodemographic differences between participants regarding sushi consumption. Study sample in the online survey was 626 participants. Results showed that sushi is consumed more by more educated, older, employed participants with higher life standard living in larger cities. Frequent consumers successfully recognized two sushi types but did not express strong preferences for a specific type when ordering and rated taste as the most important feature. Participants were moderately satisfied with sushi offer and would consume more sushi if the offer in their place of residence was better.

• Keywords (croatian): sushi, potrošačko ponašanje, sociodemografska obilježja
• Keywords (english): sushi, consumer behaviour, sociodemographic characteristics
• Language: croatian
• Publication type: Scientific paper - Original scientific paper
• Publication status: Published
• Peer review: Peer review - international
• Publication version: Published version
• Journal title: Agroeconomia Croatica
• Numbering: vol. 12, no. 2, pp. 14-24
• p-ISSN: 1333-2422
• e-ISSN: 1849-1146
• URN:NBN: urn:nbn:hr:204:400645
• Publication: 2022
• Document URL: https://hrcak.srce.hr/295625
• Type of resource: Text
• Access conditions: Open access
• Created on: 2024-02-07 10:04:34