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master's thesis
Segmentiranje potrošača ekoloških proizvoda
2018. urn:nbn:hr:151:034017
Matijević, Mateja
Josip Juraj Strossmayer University of Osijek
Faculty of Agrobiotechical Sciences Osijek
Department of Bioeconomics and Rural Development

Cite this document

Matijević, M. (2018). Segmentiranje potrošača ekoloških proizvoda (Master's thesis). Retrieved from https://urn.nsk.hr/urn:nbn:hr:151:034017

Matijević, Mateja. "Segmentiranje potrošača ekoloških proizvoda." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Agrobiotechical Sciences Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:151:034017

Matijević, Mateja. "Segmentiranje potrošača ekoloških proizvoda." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Agrobiotechical Sciences Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:151:034017

Matijević, M. (2018). 'Segmentiranje potrošača ekoloških proizvoda', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Agrobiotechical Sciences Osijek, accessed 25 October 2020, https://urn.nsk.hr/urn:nbn:hr:151:034017

Matijević M. Segmentiranje potrošača ekoloških proizvoda [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Agrobiotechical Sciences Osijek; 2018 [cited 2020 October 25] Available at: https://urn.nsk.hr/urn:nbn:hr:151:034017

M. Matijević, "Segmentiranje potrošača ekoloških proizvoda", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Agrobiotechical Sciences Osijek, Osijek, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:151:034017

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Metadata
TitleSegmentiranje potrošača ekoloških proizvoda
Title (english)Segmenting consumers of organic products
AuthorMateja Matijević
MentorRužica Lončarić (mentor)
Committee memberIgor Kralik (predsjednik povjerenstva)
Committee memberJelena Kristić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Agrobiotechical Sciences Osijek
(Department of Bioeconomics and Rural Development)
Osijek
Defense date and country2018-09-18, Croatia
Scientific / art field,
discipline and subdiscipline		BIOTECHNICAL SCIENCES
Agronomy
Economics
Abstract
U ovom se radu analizira segmentacija potrošača za kupnju ekoloških proizvoda. Ciljevi ovog rada su istražiti demografske čimbenike koji utječu na kupnju ekoloških prehrambenih proizvoda i utvrditi razlike u ponašanju potrošača.Podaci su prikupljeni anketom; online upinikom (n= 102) i analizirani u radu. Rezultati pokazuju da su kupci ekoloških prehrambenih proizvoda uglavnom srednje i starije dobi, s većim prihodima i zaposleni, dok između muškaraca i žena, i na različitim razinama obrazovanja ne postoje veće razlike u odgovorima između muškaraca i žena, odnosno da spol ne predstavlja značajnu ulogu. Kupci koji više izdvajaju na ekološke prehrambene proizvode, kupuju ih češće, preferiraju kupnju hrvatskih proizvoda i spremni su platiti višu cijenu za te proizvode. Ovaj rad može koristiti poduzećima koja posluju na tržištu ekoloških proizvoda, da predvide ponašanje svojih potrošača te da, sukladno tome, prilagode svoje promotivne aktivnosti i povećaju prodaju i konkurentnost na tržištu.
Abstract (english)
This paper analyzes the segmentation of consumers for the purchase of ecological products. The objectives of this paper are to explore the demographic factors affecting the purchase of ecological food products and to identify differences in consumer behavior. Data was collected by public opinion poll; by online survey (n= 102) and analyzed in the paper. The results show that consumers of organic food products are mainly middle-aged and older with higher incomes and employed, while between men and women and at different levels of education there are no significant statistical distinctive differences. Customers who put more money into organic food products, they buy them more often, prefer buying Croatian products and are willing to pay higher prices for these products. This work can be used by companies operating on the market of ecological products, predicting the behavior of their consumers, and, accordingly, adapting their promotional activities and increasing sales and competitiveness in the market.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:151:034017
Study programmeTitle: Ecological Agriculture
Study programme type: university
Study level: graduate
Academic / professional title: magistar/ magistra inženjer/inženjerka ekološke poljoprivrede (magistar/ magistra inženjer/inženjerka ekološke poljoprivrede)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Public noteDiplomski rad
Created on2018-11-22 09:00:13