Percepcija potrošača o zemljopisnim oznakama na primjeru maslinovog ulja

undergraduate thesis

• Title (english): Consumers perception of geographical indications on the example of olive oil
• Author: Valentina Jurić
• Mentor: Željka Mesić (mentor)
• Committee member: Željka Mesić (predsjednik povjerenstva)
• Committee member: Ornella Mikuš (član povjerenstva)
• Committee member: Tihana Kovačićek (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Marketing and Innovation in Agribusiness); Zagreb
• Defense date and country: 2023-07-12, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Biotechnology

Abstract

Cilj istraživanja je utvrditi percepciju potrošača o zemljopisnim oznakama na primjeru maslinovog ulja. Također, istraživanjem je utvrđeno ponašanje potrošača prilikom kupnje i konzumacije maslinovog ulja te važnost pojedinih obilježja maslinovog ulja. Za izradu ovog rada korišteni su sekundarni izvori podataka, dok je za istraživanje provedeno online anketno ispitivanje na uzorku od 108 ispitanika. Konačni uzorak obuhvaća 83 ispitanika koji su potrošači maslinovog ulja. Rezultati istraživanja pokazuju da većina ispitanika kupuje maslinovo ulje nekoliko puta godišnje, najčešće direktno od proizvođača i u supermarketima. Što se tiče zemljopisnih oznaka, većina potrošača je djelomično upoznata s njima, ali smatra da nedostaje informacija o tim oznakama.
Ovi rezultati mogu pomoći proizvođačima da bolje razumiju preferencije potrošača te planiraju proizvodnju i donose odluke o označavanju svojih proizvoda s nekom od zemljopisnih oznaka.

Abstract (english)

The aim of the research is to determine consumer's perception of geographical indications using olive oil as an example. Additionally, the study investigates consumer's behavior when purchasing and consuming olive oil, as well as the importance of specific characteristics of the oil. Secondary data sources were used for the purpose of this study, and an online survey was conducted with a sample of 108 participants who are consumers of olive oil. The final sample included 83 participants. The research results indicate that the majority of respondents purchase olive oil several times a year, predominantly directly from producers and supermarkets. Regarding geographical indications, most consumers have partial knowledge of them but feel that there is a lack of information about these indications. These findings can assist producers in better understanding consumer preferences, planning production, and making decisions regarding the labeling of their products with specific geographical indications.

• Keywords: maslinovo ulje; anketa; potrošači; zemljopisne oznake
• Keywords (english): olive oil; survey; consumers; geographical indications
• Language: croatian
• URN:NBN: urn:nbn:hr:204:380019
• Study programme: Title: Agricultural Economics; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka agrarne ekonomike (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka agrarne ekonomike)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-09-25 11:44:23