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master's thesis
Segmentacija potrošača autohtonih sireva u Hrvatskoj
Zagreb: University of Zagreb, Faculty of Agriculture, 2021. urn:nbn:hr:204:385196
Živković, Ljubica
University of Zagreb
Faculty of Agriculture
Marketing and Innovation in Agribusiness

Institutional repository: Repository Faculty of Agriculture University of Zagreb

Cite this document

Živković, Lj. (2021). Segmentacija potrošača autohtonih sireva u Hrvatskoj (Master's thesis). Zagreb: University of Zagreb, Faculty of Agriculture. Retrieved from https://urn.nsk.hr/urn:nbn:hr:204:385196

Živković, Ljubica. "Segmentacija potrošača autohtonih sireva u Hrvatskoj." Master's thesis, University of Zagreb, Faculty of Agriculture, 2021. https://urn.nsk.hr/urn:nbn:hr:204:385196

Živković, Ljubica. "Segmentacija potrošača autohtonih sireva u Hrvatskoj." Master's thesis, University of Zagreb, Faculty of Agriculture, 2021. https://urn.nsk.hr/urn:nbn:hr:204:385196

Živković, Lj. (2021). 'Segmentacija potrošača autohtonih sireva u Hrvatskoj', Master's thesis, University of Zagreb, Faculty of Agriculture, accessed 27 November 2024, https://urn.nsk.hr/urn:nbn:hr:204:385196

Živković Lj. Segmentacija potrošača autohtonih sireva u Hrvatskoj [Master's thesis]. Zagreb: University of Zagreb, Faculty of Agriculture; 2021 [cited 2024 November 27] Available at: https://urn.nsk.hr/urn:nbn:hr:204:385196

Lj. Živković, "Segmentacija potrošača autohtonih sireva u Hrvatskoj", Master's thesis, University of Zagreb, Faculty of Agriculture, Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:204:385196

Metadata
TitleSegmentacija potrošača autohtonih sireva u Hrvatskoj
Title (english)Consumer segmentation of indigenous cheeses in Croatia
AuthorLjubica Živković
MentorŽeljka Mesić (mentor)
Committee memberŽeljka Mesić (predsjednik povjerenstva)
Committee memberMilna Tudor Kalit (član povjerenstva)
Committee memberMarija Cerjak (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Agriculture
(Marketing and Innovation in Agribusiness)
Zagreb
Defense date and country2021-09-08, Croatia
Scientific / art field,
discipline and subdiscipline		BIOTECHNICAL SCIENCES
Agronomy
Abstract
Autohtoni sirevi svojim obilježjima privlače različite skupine potrošača. Cilj rada je utvrditi stavove i kupovno ponašanje potrošača te identificirati potrošačke segmente autohtonih sireva u Hrvatskoj. Anketno ispitivanje je provedeno online na uzorku od 300 ispitanika koji konzumiraju autohtone sireve. Najvažnija intrinzična i ekstrinzična obilježja pri kupnji i konzumiranju autohtonih sireva su okus, kvaliteta kao opće obilježje sira, ujednačenost kvalitete pri svakoj kupnji, miris, rok trajanja, odnos cijene i kvalitete, vrsta i porijeklo sira. Faktorskom i klaster analizom utvrđena su dva tržišna segmenta – Segment 1 (57%) i Segment 2 (43%), koji se međusobno razlikuju po važnosti koju potrošači pridaju intrinzičnim i ekstrinzičnim obilježjima pri kupnji i konzumaciji sireva. Rastući trend zdrave prehrane povećat će konzumiranje autohtonih sireva, što otvara tržište za nove proizvođače, a dobiveni rezultati mogu pomoći pri izradi marketing strategije za unaprjeđenje prodaje.
Abstract (english)
Indigenous cheeses attract various categories of consumers. The goal of our work is to examine the attitude and purchase patterns of consumers, as well to identify the exact consumer categories for Croatian indigenous cheeses. To do so, we conducted a survey of 300 such consumers. We conclude that the most important intrinsic and extrinsic cheese properties during purchase and consumption are taste, quality as a general cheese property, consistency during each purchase, smell, expiration date, relation of price to quality, type of cheese and place of origin. Through factor and cluster analysis we have determined two consumer categories – Category 1 (57%) and Category 2 (43%), distinguished by how much they value intrinsic and extrinsic cheese properties during purchase and consumption. The growing trend of healthy diets will increase consumption of indigenous cheeses, which will open the market to new producers, and the survey’s results can help guide marketing strategies to improve sales.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:204:385196
Study programmeTitle: Agribusiness and Rural Development
Study programme type: university
Study level: graduate
Academic / professional title: magistar/ magistra inženjer/inženjerka agrobiznisa i ruralnog razvitka (magistar/ magistra inženjer/inženjerka agrobiznisa i ruralnog razvitka)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-10-18 08:33:25