master's thesis
Utjecaj potrošačkog etnocentrizma na namjeru konzumacije prehrambenih proizvoda s različitim stupnjem uključenosti

Marko Anić (2016)
University of Zagreb
Faculty of Agriculture
Department of Agricultural Economics and Rural Development
Metadata
TitleUtjecaj potrošačkog etnocentrizma na namjeru konzumacije prehrambenih proizvoda s različitim stupnjem uključenosti
AuthorMarko Anić
Mentor(s)Marija Cerjak (thesis advisor)
Abstract
Istraživanje je provedeno na uzorku od 286 ispitanika s ciljem utvrđivanja stupnja potrošačkog etnocentrizma te njegova utjecaja na namjeru konzumacije dva prehrambena proizvoda s različitim stupnjem uključenosti (mliječni namaz i čokolada). Rezultati istraživanja su pokazali kako najveći udio ispitanika konzumira mliječni namaz rjeđe od jednom tjedno, dok se čokolada konzumira češće, odnosno nekoliko puta tjedno. Kod oba proizvoda ispitanicima je najvažnije obilježje proizvoda okus. Rezultati istraživanja su pokazali kako najveći udio ispitanika ima srednji stupanj potrošačkog etnocentrizma. U istraživanju je utvrđeno da stupanj potrošačkog etnocentrizma nije statistički značajno povezan s namjerom konzumacije proizvoda s različitim stupnjem uključenosti. Kod proizvoda sa visokim stupnjem uključenosti (čokolada) postoji statistički značajna povezanost između stupnja potrošačkog etnocentrizma i ponašanja u konzumaciji. Rezultati provedenog istraživanja važni su za prehrambenu industriju i marketinške stručnjake za potrebe kreiranja marketinških strategija.
Keywordsconsumer ethnocentrism involvement
Committee MembersMarija Cerjak (committee chairperson)
Damir Kovačić (committee member)
Lari Hadelan (committee member)
Marina Tomić (committee member)
GranterUniversity of Zagreb
Faculty of Agriculture
Lower level organizational unitsDepartment of Agricultural Economics and Rural Development
PlaceZagreb
StateCroatia
Scientific field, discipline, subdisciplineBIOTECHNICAL SCIENCES
Agronomy
Study programme typeuniversity
Study levelgraduate
Study programmeAgribusiness and Rural Development
Academic title abbreviationmag. ing. agr.
Genremaster's thesis
Language Croatian
Defense date2016-03-04
Parallel abstract (English)
The study was conducted on a sample of 286 subjects to determine the degree of consumer ethnocentrism and its impact on the consumption of two food products with varying degrees of involvement (milk spread and chocolate). The research results showed that the largest percentage of respondents consumed milk spread less than once a week, while they consume the chocolate more frequently, or several times a week. The most important characteristic of both products for the respondents is the taste. The research results showed that the largest percentage of respondents has an average degree of consumer ethnocentrism. The study showed that the level of the consumer ethnocentrism is not statistically significant related with the intention of consuming products with different degrees of involvement. For products with a high degree of involvement (chocolate) there is a statistically significant correlation between the degree of consumer ethnocentrism and consumption behavior. The research results are important for the food industry and marketing experts for the purpose of marketing strategy creation.
Parallel keywords (Croatian)potrošački etnocentrizam uključenost
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:204:578629
CommitterValentina Bezek