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master's thesis
Pozicioniranje proizvoda pomoću metode višedimenzionalnog skaliranja na primjeru zanatskog kruha
Zagreb: University of Zagreb, Faculty of Agriculture, 2024. urn:nbn:hr:204:932823
Deverić, Vlatka
University of Zagreb
Faculty of Agriculture
Marketing and Innovation in Agribusiness

Institutional repository: Repository Faculty of Agriculture University of Zagreb

Cite this document

Deverić, V. (2024). Pozicioniranje proizvoda pomoću metode višedimenzionalnog skaliranja na primjeru zanatskog kruha (Master's thesis). Zagreb: University of Zagreb, Faculty of Agriculture. Retrieved from https://urn.nsk.hr/urn:nbn:hr:204:932823

Deverić, Vlatka. "Pozicioniranje proizvoda pomoću metode višedimenzionalnog skaliranja na primjeru zanatskog kruha." Master's thesis, University of Zagreb, Faculty of Agriculture, 2024. https://urn.nsk.hr/urn:nbn:hr:204:932823

Deverić, Vlatka. "Pozicioniranje proizvoda pomoću metode višedimenzionalnog skaliranja na primjeru zanatskog kruha." Master's thesis, University of Zagreb, Faculty of Agriculture, 2024. https://urn.nsk.hr/urn:nbn:hr:204:932823

Deverić, V. (2024). 'Pozicioniranje proizvoda pomoću metode višedimenzionalnog skaliranja na primjeru zanatskog kruha', Master's thesis, University of Zagreb, Faculty of Agriculture, accessed 24 December 2024, https://urn.nsk.hr/urn:nbn:hr:204:932823

Deverić V. Pozicioniranje proizvoda pomoću metode višedimenzionalnog skaliranja na primjeru zanatskog kruha [Master's thesis]. Zagreb: University of Zagreb, Faculty of Agriculture; 2024 [cited 2024 December 24] Available at: https://urn.nsk.hr/urn:nbn:hr:204:932823

V. Deverić, "Pozicioniranje proizvoda pomoću metode višedimenzionalnog skaliranja na primjeru zanatskog kruha", Master's thesis, University of Zagreb, Faculty of Agriculture, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:204:932823

Metadata
TitlePozicioniranje proizvoda pomoću metode višedimenzionalnog skaliranja na primjeru zanatskog kruha
Title (english)Product positioning using the multidimensional scaling method on the example of artisanal bread
AuthorVlatka Deverić
MentorDamir Kovačić (mentor)
Committee memberDamir Kovačić (predsjednik povjerenstva)
Committee memberŽeljka Mesić (član povjerenstva)
Committee memberBranka Šakić Bobić (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Agriculture
(Marketing and Innovation in Agribusiness)
Zagreb
Defense date and country2024-09-25, Croatia
Scientific / art field,
discipline and subdiscipline		BIOTECHNICAL SCIENCES
Agronomy
Abstract
Anketno ispitivanje provedeno je na uzorku od 100 potrošača kruha na zagrebačkom tržištu. Za utvrđivanje tržišne pozicije zanatskog kruha korištena je metoda multidimenzionalnog skaliranja. Zanatski kruh brenda Bread Club, uključen u istraživanje, zauzima jasno različitu tržišnu poziciju u odnosu na industrijske brendove kruha (Dubravica, Mlinar, Pan-pek). Kako bi se utvrdile razlike između kruhova, dodatno je provedeno ocjenjivanje njihovih organoleptičkih obilježja, koja su uključivala okus, miris, prozračnost teksture te hrskavost korice. Ispitanici različito percipiraju organoleptička svojstva zanatskog i industrijskog kruha, pri čemu zanatski kruh ima bolji imidž. Rezultati istraživanja daju vrijedne informacije proizvođačima zanatskog kruha za izradu marketinških strategija.
Abstract (english)
A survey was conducted on a sample of 100 bread consumers in the Zagreb market. A significant number of respondents were unaware of the difference between industrial and artisanal bread. The method of multidimensional scaling was used to determine the market position of artisanal bread. The artisanal bread from the Bread Club brand, included in the study, occupies a clearly defined market position in relation to industrial bread brands (Dubravica, Mlinar, Pan-pek, Mlinar). To identify the differences between the breads, an additional sensory evaluation was conducted, assessing attributes such as taste, aroma, texture airiness, and crust crispiness. Respondents perceive the organoleptic properties of artisanal and industrial bread differently, with the artisanal type having a better image. The research results provide valuable information for artisanal bread producers in developing marketing strategies.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:204:932823
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 conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2024-10-02 11:43:23