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master's thesis
Uloga emocija potrošača kod kupnje dodataka prehrani tijekom pandemije COVID-19
Zagreb: Zagreb School of Business, 2021. urn:nbn:hr:180:231912
Krnjak, Iva
Zagreb School of Business

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Cite this document

Krnjak, I. (2021). Uloga emocija potrošača kod kupnje dodataka prehrani tijekom pandemije COVID-19 (Master's thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:231912

Krnjak, Iva. "Uloga emocija potrošača kod kupnje dodataka prehrani tijekom pandemije COVID-19." Master's thesis, Zagreb School of Business, 2021. https://urn.nsk.hr/urn:nbn:hr:180:231912

Krnjak, Iva. "Uloga emocija potrošača kod kupnje dodataka prehrani tijekom pandemije COVID-19." Master's thesis, Zagreb School of Business, 2021. https://urn.nsk.hr/urn:nbn:hr:180:231912

Krnjak, I. (2021). 'Uloga emocija potrošača kod kupnje dodataka prehrani tijekom pandemije COVID-19', Master's thesis, Zagreb School of Business, accessed 23 November 2024, https://urn.nsk.hr/urn:nbn:hr:180:231912

Krnjak I. Uloga emocija potrošača kod kupnje dodataka prehrani tijekom pandemije COVID-19 [Master's thesis]. Zagreb: Zagreb School of Business; 2021 [cited 2024 November 23] Available at: https://urn.nsk.hr/urn:nbn:hr:180:231912

I. Krnjak, "Uloga emocija potrošača kod kupnje dodataka prehrani tijekom pandemije COVID-19", Master's thesis, Zagreb School of Business, Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:180:231912

Metadata
TitleUloga emocija potrošača kod kupnje dodataka prehrani tijekom pandemije COVID-19
Title (english)The role of customers emotions in purchase of food supplements during COVID-19 pandemic
AuthorIva Krnjak
MentorDijana Vuković (mentor)
Committee memberTomislav Ivančević (predsjednik povjerenstva)
Committee memberPredrag Čudina (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2021-07-15, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
General Economy
Abstract
Fokus ovog rada stavljen je na ulogu emocija u potrošačkom ponašanju, konkretno u procesu kupnje dodataka prehrani tijekom pandemije COVID-19. Teorijski dio temelji se na dosadašnjim spoznajama iz relevantne hrvatske i inozemne znanstvene te stručne literature o dodacima prehrani, pandemiji COVID-19, ponašanju potrošača, načinu donošenja odluka i utjecaju emocija na isto, dok empirijsko istraživanje koje je dio ovog rada govori o stavovima potrošača dodataka prehrani, ulozi i značaju različitih emocija koje imaju manji ili veći utjecaj na kupnju dodataka prehrani, s posebnim osvrtom na vrijeme pandemije COVID-19 i čimbenicima temeljem kojih potrošači donose odluku o kupnji dodataka prehrani. Istraživanje je provedeno u obliku ankete koja je uključila 257 ispitanika, stvarnih korisnika dodataka prehrani. Ono je pokazalo kako je glavni pokretač kupnje dodataka prehrani tijekom pandemije COVID-19 emocija straha, s obzirom na stav i odnos potrošača prema novootkrivenoj bolesti kao prijetnji njihovom zdravlju i životu.
Abstract (english)
The focus of this paper is placed on the role of emotions in consumer behavior, specifically in the process of purchasing food supplements during the COVID-19 pandemic. The theoretical part is based on current knowledge from relevant Croatian and foreign scientific and professional literature on food supplements, the COVID-19 pandemic, consumer behavior, decision-making and the impact of emotions on it, while empirical research that is part of this paper speaks about attitudes of consumers that buy food supplements, the role and importance of different emotions that have a greater or lesser impact on the purchase of food supplements, with special reference to the timing of the COVID-19 pandemic and the factors that make consumers decide to purchase food supplements. The research was conducted in the form of a survey that included 257 respondents, actual users of food supplements. It showed that the main drive for buying food supplements during the COVID-19 pandemic is the emotion of fear, given the attitudes of consumers towards the newly discovered disease as a threat to their health and life.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:231912
Study programmeTitle: Marketing and communication management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni specijalist/specijalistica marketinga i komunikacija (stručni specijalist/specijalistica marketinga i komunikacija)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-11-17 11:37:59