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master's thesis
Segmentacija potrošača svježe ribe u Hrvatskoj
Zagreb: University of Zagreb, Faculty of Agriculture, 2015. urn:nbn:hr:204:095010
Lucević, Zoran
University of Zagreb
Faculty of Agriculture
Marketing and Innovation in Agribusiness

Institutional repository: Repository Faculty of Agriculture University of Zagreb

Cite this document

Lucević, Z. (2015). Segmentacija potrošača svježe ribe u Hrvatskoj (Master's thesis). Zagreb: University of Zagreb, Faculty of Agriculture. Retrieved from https://urn.nsk.hr/urn:nbn:hr:204:095010

Lucević, Zoran. "Segmentacija potrošača svježe ribe u Hrvatskoj." Master's thesis, University of Zagreb, Faculty of Agriculture, 2015. https://urn.nsk.hr/urn:nbn:hr:204:095010

Lucević, Zoran. "Segmentacija potrošača svježe ribe u Hrvatskoj." Master's thesis, University of Zagreb, Faculty of Agriculture, 2015. https://urn.nsk.hr/urn:nbn:hr:204:095010

Lucević, Z. (2015). 'Segmentacija potrošača svježe ribe u Hrvatskoj', Master's thesis, University of Zagreb, Faculty of Agriculture, accessed 30 November 2024, https://urn.nsk.hr/urn:nbn:hr:204:095010

Lucević Z. Segmentacija potrošača svježe ribe u Hrvatskoj [Master's thesis]. Zagreb: University of Zagreb, Faculty of Agriculture; 2015 [cited 2024 November 30] Available at: https://urn.nsk.hr/urn:nbn:hr:204:095010

Z. Lucević, "Segmentacija potrošača svježe ribe u Hrvatskoj", Master's thesis, University of Zagreb, Faculty of Agriculture, Zagreb, 2015. Available at: https://urn.nsk.hr/urn:nbn:hr:204:095010

Metadata
TitleSegmentacija potrošača svježe ribe u Hrvatskoj
AuthorZoran Lucević
MentorMarija Cerjak (mentor)
Committee memberMarija Cerjak (predsjednik povjerenstva)
Committee memberDamir Kovačić (član povjerenstva)
Committee memberTea Tomljanović (član povjerenstva)
Committee memberMarina Tomić (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Agriculture
(Marketing and Innovation in Agribusiness)
Zagreb
Defense date and country2015-11-13, Croatia
Scientific / art field,
discipline and subdiscipline		BIOTECHNICAL SCIENCES
Agronomy
Fishing
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.
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.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:204:095010
Study programmeTitle: Fisheries and Game Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/ magistra inženjer/inženjerka ribarstva i lovstva (magistar/ magistra inženjer/inženjerka ribarstva i lovstva)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2016-04-18 08:28:37