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master's thesis
Utjecaj licenciranih crtanih likova na izbor hrane kod djece
Zagreb: University of Zagreb, Faculty of Economics and Business, 2024. urn:nbn:hr:148:839665
Dević, Matija
University of Zagreb
Faculty of Economics and Business

Institutional repository: REPEFZG

Cite this document

Dević, M. (2024). Utjecaj licenciranih crtanih likova na izbor hrane kod djece (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:839665

Dević, Matija. "Utjecaj licenciranih crtanih likova na izbor hrane kod djece." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2024. https://urn.nsk.hr/urn:nbn:hr:148:839665

Dević, Matija. "Utjecaj licenciranih crtanih likova na izbor hrane kod djece." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2024. https://urn.nsk.hr/urn:nbn:hr:148:839665

Dević, M. (2024). 'Utjecaj licenciranih crtanih likova na izbor hrane kod djece', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 07 October 2024, https://urn.nsk.hr/urn:nbn:hr:148:839665

Dević M. Utjecaj licenciranih crtanih likova na izbor hrane kod djece [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2024 [cited 2024 October 07] Available at: https://urn.nsk.hr/urn:nbn:hr:148:839665

M. Dević, "Utjecaj licenciranih crtanih likova na izbor hrane kod djece", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:148:839665

Metadata
TitleUtjecaj licenciranih crtanih likova na izbor hrane kod djece
Title (english)The impact of licensed cartoon characters on children's food choices
AuthorMatija Dević
MentorMiroslav Mandić (mentor)
Committee memberAna Tkalac Verčič (predsjednik povjerenstva)
Committee memberSunčana Piri Rajh (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
Zagreb
Defense date and country2024-09-26, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Djeca su važan tržišni segment zbog svojeg utjecaja na obiteljsku potrošnju i ponašanje, što marketinški stručnjaci sve više prepoznaju. Ovaj rad istražuje utjecaj licenciranih crtanih likova na izbor hrane kod djece te na koji način  oni mogu promijeniti njihove prehrambene preferencije.  Kombinirane su kvalitativne i kvantitativne metode istraživanja, uključujući promatranje ponašanja djece pri odabiru hrane i anketu provedenu među djecom u tri osnovne škole u Zagrebu. Istraživanje je pokazalo da prisutnost licenciranih crtanih likova značajno mijenja dječje preferencije prema određenim proizvodima, čak i kada je riječ o zdravim namirnicama. Zaključak rada naglašava važnost reguliranja upotrebe licenciranih likova u marketingu, osobito u kontekstu nezdrave hrane. Ovaj rad doprinosi razumijevanju kako marketinške strategije usmjerene na djecu mogu utjecati na njihove prehrambene navike te sugerira potrebu za odgovornijim pristupom oglašavanju.
Abstract (english)
Children are an important market segment due to their influence on family spending and behavior, which marketing experts are increasingly recognizing. This thesis explores the impact of licensed cartoon characters on children's food choices and how they can change their preferences. A combination of qualitative and quantitative research methods was used, including observing children's behavior when choosing food and conducting a survey among children in three primary schools in Zagreb. The research showed that the presence of licensed cartoon characters significantly alters children's preferences toward certain products, even when it comes to healthy foods. The conclusion of the thesis emphasizes the importance of regulating the use of licensed characters in marketing, particularly in the context of unhealthy food. This study contributes to understanding how marketing strategies aimed at children can influence their eating habits and suggests the need for a more responsible approach to advertising.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:839665
Study programmeTitle: Management and retail marketing
Study programme type: professional
Study level: specialist graduate
Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2024-09-27 15:15:41