| Abstract | Ugostiteljska djelatnost vrlo je zastupljena na hrvatskom tržištu stoga se danas ugostitelji trude što bolje prepoznati potrebe i navike potrošača, kako bi bili u prednosti pred konkurentima. Budući da su se navike potrošača vremenom promijenile, pojavila se potreba za raznovrsnijom uslugom. Stoga je cilj ovog rada bio istražiti važnost elemenata marketinškog spleta u ugostiteljstvu, od strane potrošača. Predmet istraživanja rada su elementi marketinškog spleta, poznatog kao 4P (eng. product, price, placement, promotion), a oni su pojedinačno obrađeni u radu kroz definiranje marketinških odluka: o ciljnom tržištu, o asortimanu proizvoda i njegovoj nabavi, o usluzi i ambijentu prodavaonica, o cijeni, o promociji te o lokaciji. Također u radu je opisan distribucijski lanac za ugostiteljstvo HoReCa koji je međunarodna kratica nastala od triju riječi: hotel, restaurant i cafe. Kako bi se ostvarili ciljevi ovog rada provedeno je empirijsko istraživanje na uzorku od 819 ispitanika. Anketni upitnik je bio distribuiran elektronskom poštom te putem društvenih mreža. Rezultati primarnog istraživanja pokazali su da je usluga (prvenstveno ljubaznost konobara) potrošačima najvažniji element marketinškog spleta prilikom odlaska u restorane. Nakon usluge najveći značaj ispitanici su predali elementima cijene te izgleda i atmosfere restorana, dok im je promocija najmanje važna. |
| Abstract (english) | The catering industry is very present on the Croatian market, so today caterers are trying to better identify the needs and habits of consumers, in order to be ahead of competitors. As consumer habits have changed over time, there has been a need for a more diverse service. Therefore, the aim of this paper was to investigate the importance of the elements of the marketing mix in the hospitality industry, by consumers. The subject of the research is the elements of the marketing mix, known as 4P (product, price, placement, promotion), and they are individually processed in the paper through the definition of marketing decisions: the target market, product range and procurement, service and environment store, about the price, about the promotion and about the location. The paper also describes the distribution chain for catering HoReCa, which is an international abbreviation of three words: hotel, restaurant and cafe. In order to achieve the goals of this paper, an empirical study was conducted on a sample of 819 respondents. The survey questionnaire was distributed by e-mail and via social networks. The results of the primary research showed that service (primarily the kindness of waiters) to consumers is the most important element of the marketing mix when going to restaurants. After the service, the respondents gave the greatest importance to the elements of the price and the look and atmosphere of the restaurant, while the promotion was the least important to them. |
