master's thesis
Krovna marka Zagrebačke županije - percepcija potrošača

Nikola Jelovečki (2016)
University of Zagreb
Faculty of Agriculture
Department of Agricultural Economics and Rural Development
Metadata
TitleKrovna marka Zagrebačke županije - percepcija potrošača
AuthorNikola Jelovečki
Mentor(s)Damir Kovačić (thesis advisor)
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.
Keywordsconsumers domestic products Zagreb County umbrella brand
Committee MembersDamir Kovačić (committee chairperson)
Lari Hadelan (committee member)
Biserka Kolarec (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 date2016-12-15
Parallel 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.
Parallel keywords (Croatian)potrošači domaći proizvodi krovna marka Zagrebačke županije
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:204:117043
CommitterValentina Bezek