master's thesis
Segmentacija potrošača svježe ribe u Hrvatskoj

Zoran Lucević (2015)
Sveučilište u Zagrebu
Agronomski fakultet
Ribarstvo, pčelarstvo, lovstvo i specijalnu zoologija
Metadata
TitleSegmentacija potrošača svježe ribe u Hrvatskoj
AuthorZoran Lucević
Mentor(s)Marija Cerjak (thesis advisor)
Abstract
Cilj ovog istraživanja je segmentacija potrošača svježe ribe u Hrvatskoj na temelju njihovih stavova i prepreka koji su vezani za potrošnju svježe ribe. Anketno ispitivanje je provedeno na uzorku od 1137 ispitanika. Klaster analizom izdvojena su tri tržna segmenta; obožavatelji svježe ribe, pristalice konzumacije svježe ribe te povremeni potrošači svježe ribe. Obožavatelji svježe ribe su uglavnom žene, većeg stupnja obrazovanja i većih primanja koje imaju pozitivne stavove prema konzumaciji svježe ribe. Pristalice konzumacije svježe ribe su u većem udjelu muškarci srednje dobi, koji imaju pozitivne stavove prema konzumaciji svježe ribe i neutralan stav prema preprekama. Povremeni potrošači svježe ribe imaju najveći broj mladih ispitanika s nižim primanjima i nižeg stupnja obrazovanja. Oni nemaju toliko izražene pozitivne stavove prema konzumaciji svježe ribe i potvrđuju postojanje prepreka u konzumaciji svježe ribe. Profiliranje klastera daje mogućnost kreiranja kvalitetne marketinške strategije te su stoga ovim istraživanjem dobivene vrijedne informacije za uzgajivače ribe.
Keywordsconsumers fresh fish segmentation
Committee MembersMarija Cerjak
Damir Kovačić
Tea Tomljanović
Marina Tomić
GranterSveučilište u Zagrebu
Agronomski fakultet
Lower level organizational unitsRibarstvo, pčelarstvo, lovstvo i specijalnu zoologija
PlaceZagreb
StateCroatia
Scientific field, discipline, subdisciplineBIOTECHNICAL SCIENCES
Agronomy
Fishing
Study programme typeuniversity
Study levelgraduate
Study programmeFisheries and Game Management
Academic title abbreviationmag. ing. agr.
Genremaster's thesis
Language Croatian
Defense date2015-11-13
Parallel abstract (English)
This study’s objective was to segment Croatian fish consumers based on their attitudes and barriers corresponding with fish consumption. The survey was conducted on a sample of 1,137 respondents. Cluster analysis singled out three market segments; Fish lovers, supporters of fish consumption and the occasional fish consumers. Fish lovers are mostly women, higher levels of education and higher incomes, which have positive attitudes towards fish consumption. Supporters of fish consumption are mostly males in middle age which have positive attitudes towards the consumption of fresh fish and a neutral attitude towards the obstacles. Finally, occasional fish consumers have the highest number of young respondents with lower incomes and education. They do not have so positive attitudes towards the consumption of fresh fish and confirmed the existence of barriers to the consumption of fresh fish. Profiling clusters provides the ability to create high-quality marketing strategies and therefore this study provided valuable information for manufacturers of fish.
Parallel keywords (Croatian)potrošači svježa riba segmentacija
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:204:095010
CommitterValentina Bezek