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master's thesis
Model neuromarketinga na primjeru konzumacije funkcionalne hrane
Zagreb: University of Zagreb, Faculty of Food Technology and Biotechnology, 2021. urn:nbn:hr:159:650986
Cestar, Mateja
University of Zagreb
Faculty of Food Technology and Biotechnology
Department of Process Engineering
Laboratory for Measurement, Regulation and Automatisation

Institutional repository: Repository of the Faculty of Food Technology and Biotechnology

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Cestar, M. (2021). Model neuromarketinga na primjeru konzumacije funkcionalne hrane (Master's thesis). Zagreb: University of Zagreb, Faculty of Food Technology and Biotechnology. Retrieved from https://urn.nsk.hr/urn:nbn:hr:159:650986

Cestar, Mateja. "Model neuromarketinga na primjeru konzumacije funkcionalne hrane." Master's thesis, University of Zagreb, Faculty of Food Technology and Biotechnology, 2021. https://urn.nsk.hr/urn:nbn:hr:159:650986

Cestar, Mateja. "Model neuromarketinga na primjeru konzumacije funkcionalne hrane." Master's thesis, University of Zagreb, Faculty of Food Technology and Biotechnology, 2021. https://urn.nsk.hr/urn:nbn:hr:159:650986

Cestar, M. (2021). 'Model neuromarketinga na primjeru konzumacije funkcionalne hrane', Master's thesis, University of Zagreb, Faculty of Food Technology and Biotechnology, accessed 23 December 2024, https://urn.nsk.hr/urn:nbn:hr:159:650986

Cestar M. Model neuromarketinga na primjeru konzumacije funkcionalne hrane [Master's thesis]. Zagreb: University of Zagreb, Faculty of Food Technology and Biotechnology; 2021 [cited 2024 December 23] Available at: https://urn.nsk.hr/urn:nbn:hr:159:650986

M. Cestar, "Model neuromarketinga na primjeru konzumacije funkcionalne hrane", Master's thesis, University of Zagreb, Faculty of Food Technology and Biotechnology, Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:159:650986

Metadata
TitleModel neuromarketinga na primjeru konzumacije funkcionalne hrane
Title (english)Neuromarketing model using the example of functional food consumption
AuthorMateja Cestar
MentorJasenka Gajdoš Kljusurić (mentor)
Committee memberHedda Martina Šola (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Food Technology and Biotechnology
(Department of Process Engineering)
(Laboratory for Measurement, Regulation and Automatisation)
Zagreb
Defense date and country2021-09-10, Croatia
Scientific / art field,
discipline and subdiscipline		BIOTECHNICAL SCIENCES
Nutrition
Abstract
Neuromarketing je znanstvena disciplina koja koristi znanja neuroznanosti, psihologije i marketinga te se usredotočuje na procjenu kognitivnih i emocionalnih reakcija potrošača na različite marketinške podražaje. Funkcionalna hrana postaje zanimljiva istraživačka tema, koja se javlja kao odgovor na promjene prehrambenih navika i novih trendova u prehrani. U ovom radu je ispitan utjecaj neuromarketinga u pogledu funkcionalnih proizvoda te je praćena promjena percepcije potrošača u aspektu uporabe istih. Anketirana je ista populacijska skupina, u razmaku od 10 godina, te su u radu prikazane promjene koje su uslijedile u navedenom vremenskom intervalu. Rezultati pokazuju vidljiv utjecaj marketinga koji potrošačima nudi edukaciju i sugerira na usvajanje određenih definicija funkcionalne hrane, usmjerava ih na kupnju u specijaliziranim trgovinama te izgrađuje povjerenje kupaca prema funkcionalnim proizvodima. Usporedba 10-godišnjih podataka pokazuje kako funkcionalni proizvodi više nisu „posebni“ proizvodi te kako oni u konačnici postaju dio svakodnevice.
Abstract (english)
Neuromarketing is a scientific discipline that uses the insights of neuroscience, psychology, and marketing to study the evaluation of consumers' cognitive and emotional responses to various marketing stimuli. Functional food is becoming an interesting research topic emerging in response to changing eating habits and new food trends. This paper investigates the influence of neuromarketing in relation to functional products and observes the change in consumer perceptions regarding their use. The same population was surveyed at 10-year intervals, and the paper presents the changes that followed in the given time interval. The results show a visible effect of marketing that provides education to consumers and suggests the adoption of certain definitions of functional foods, encourages them to purchase from specialty stores, and increases consumer confidence in functional products. A comparison of 10-year data shows that functional products are no longer "special" products and that they are becoming part of everyday life.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:159:650986
Study programmeTitle: Nutrition
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra nutricionizma (magistar/magistra nutricionizma)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) icon
Created on2021-10-14 09:32:43