Krovna marka Zagrebačke županije - percepcija potrošača

master's thesis

• Author: Nikola Jelovečki
• Mentor: Damir Kovačić (mentor)
• Committee member: Damir Kovačić (predsjednik povjerenstva)
• Committee member: Lari Hadelan (član povjerenstva)
• Committee member: Biserka Kolarec (član povjerenstva)
• Committee member: Marina Tomić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Marketing and Innovation in Agribusiness); Zagreb
• Defense date and country: 2016-12-15, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Cilj rada je spoznati koliko su potrošači upoznati s proizvodima koji nose oznaku krovne marke Zagrebačke županije i kakvi su njihovi stavovi o tim proizvodima, kao i ispitati postoji li razlika u poznavanju tih proizvoda s obzirom na sociodemografska obilježja potrošača, te utvrditi ponašanje potrošača u konzumaciji domaćih prehrambenih proizvoda.
Anketnim ispitivanjem na uzorku od 203 ispitanika utvrđeno je da 52,7% ispitanika podjednako preferira domaće i strane proizvode, dok njih 41,9% najviše voli kupovati domaće proizvode. Većina ispitanika (67,5%) zadovoljna je trenutnom ponudom domaćih proizvoda na tržištu, a najviše njih (53,2%) domaće proizvode kupuje u supermarketima ili na tržnici (30,5%). Ispitanici u najvećem dijelu (37,4%) smatraju kako su domaći proizvodi prirodniji u odnosu na strane proizvode. Istraživanje je pokazalo kako proizvodi s oznakom krovne marke Zagrebačke županije nisu dovoljno prepoznati među ispitanicima jer 85,71% ispitanika nije upoznato s domaćim proizvodima koji nose ovu oznaku. Ispitanici koji su odrasli na selu u većem udjelu prepoznaju proizvode s krovnom markom Zagrebačke županije. Dobiveni rezultati su važni za proizvođače domaćih prehrambenih proizvoda Zagrebačke županije, kao i stručnjake za marketing hrane.

Abstract (english)

The goal of this research is to determine the extent of which consumers are informed of the traditional products with the umbrella brand label of Zagreb County, and to what extent the income and other sociodemographic indicators affect the frequency of consumption and awareness of traditional products.
The survey which was conducted on a sample of 203 respondents showed that 52.7% of respondents prefer the domestic and foreign products equally, while 41.9% likes to buy home-made products the most. The majority of respondents (67.5%) are satisfied with the current offering of domestic products on the market, and most of them (53,2%) usually buy local
products in supermarkets and or the local markets (30.5%). The most part of the respondents (37.4%) believe that domestic products are more natural compared to foreign products. Research has also shown that products with the Zagreb County umbrella brand are not sufficiently recognized among the respondents, because 85.71% of them are not familiar with local products that carry this trademark. Research has shown that the products with the brand name of the Zagreb County is more recognized among the respondents grown up in the countryside than among those from the city. The results are important for producers of local food products of Zagreb County, as well as experts in food marketing.

• Keywords: potrošači; domaći proizvodi; krovna marka Zagrebačke županije
• Keywords (english): consumers; domestic products; Zagreb County umbrella brand
• Language: croatian
• URN:NBN: urn:nbn:hr:204:117043
• 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: Open access
• Created on: 2017-02-28 07:24:38