Empirijsko određivanje cijene gina pomoću ispitivanja potrošača

undergraduate thesis

• Title (english): Empirical determination of gin price through consumer surveys
• Author: Albert Coha
• Mentor: Damir Kovačić (mentor)
• Committee member: Damir Kovačić (predsjednik povjerenstva)
• Committee member: Željka Mesić (član povjerenstva)
• Committee member: Tajana Čop (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Marketing and Innovation in Agribusiness); Zagreb
• Defense date and country: 2024-09-05, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Cilj je rada bio utvrditi cjenovnu spremnost potrošača gina na zagrebačkom tržištu. Provedeno je online anketno ispitivanje na uzorku od 102 potrošača gina. Na temelju podataka o cijenama i količinama izračunata je empirijska funkcija potražnje za gin. Na zagrebačkom tržištu je moguće diferencirati cijenu gina prema potrošačkim odsječcima. Trećina ispitanika spremna je platiti premijsku cijenu za domaći gin od 40 EUR/0,7L i više. Međutim, radi se o kupnji za posebne prigode. Rezultati istraživanja daju informacijsku podlogu za određivanje cjenovne strategije domaćim proizvođačima gina.

Abstract (english)

The aim of the work was to determine the willingness to pay of gin consumers in the Zagreb market. An online survey was conducted on a sample of 102 gin consumers. Based on price and quantity data, an empirical demand function for gin was calculated. In the Zagreb market, it is possible to differentiate the price of gin according to consumer segments. A third of respondents are willing to pay a premium price of 40 EUR/0.7L or more for domestic gin. However, this is typically a special occasion purchase. The results of the research provide an informational basis for determining the pricing strategy for domestic gin producers.

• Keywords: gin; cjenovna spremnost; online anketno ispitivanje
• Keywords (english): gin; willingnes to pay; online survey
• Language: croatian
• URN:NBN: urn:nbn:hr:204:283348
• 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: 2024-12-13 12:36:42