Istraživanje stavova nositelja OPG-a o prodaji lokalno proizvedenih prehrambenih proizvoda ugostiteljskim objektima: analiza slučaja Šibensko-kninske županije

master's thesis

• Title (english): Research on the attitudes of family farm holders toward the sale of locally produced food products to hospitality businesses: the case of Šibenik-Knin County
• Author: Bruno Galić
• Mentor: Oliver Kesar (mentor)
• Committee member: Oliver Kesar (predsjednik povjerenstva)
• Committee member: Danijela Ferjanić Hodak (član povjerenstva)
• Committee member: Antonio Vlahov (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Tourism); Zagreb
• Defense date and country: 2023-02-06, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Gospodarstvo Šibensko-kninske županije usmjereno je na djelatnosti turizma, građevinarstva i trgovine te na djelatnosti prerađivačke industrije, kao njene najznačajnije gospodarske grane. Na prostoru Šibensko-kninske županije posluje 797 OPG-a. OPG je strateški izrazito važan organizacijski oblik poljoprivrednog gospodarstva u Republici Hrvatskoj i kao takav postaje imperativ održivog razvoja zemlje, osobito ruralnih krajeva. Cilj istraživanja je utvrditi stavove ispitanika o prodaji svojih proizvoda kroz HoReCa kanal u Šibensko-kninskoj županiji. Korištena metoda ispitivanja u ovom diplomskom radu je online anketni upitnik. Istraživanje se provelo u periodu od 29. studenog do 15. prosinca 2022. godine, na uzorku od 33 ispitanika. Ispitanici su dobrovoljno sudjelovali u anketiranju. Može se zaključiti kako su OPG-ovi Šibensko-kninske županije po veličini uglavnom maleni te se usmjeravaju na kvalitetu što ne odgovara potražnji velikih trgovinskih lanaca. Veća proizvodnja, zbog područja i zemljišta, nije moguća te nije stoga niti moguće zadovoljenje potreba lanaca. Sukladno tome OPG-ovi u budućnosti namjeravaju nastaviti sa direktnom prodajom koja im se pokazala najisplativijom u odnosu na HoReCa kanal za distribuciju proizvoda i usluga.

Abstract (english)

The economy of Šibenik-Knin County is focused on the activities of trade, tourism and construction, as well as on the activities of the processing industry as its most important economic branch. There are 797 home farms operating in Šibenik-Knin County. Home farm is a strategically very important organizational form of the agricultural economy in the Republic of Croatia and as such becomes an imperative for the sustainable development of the country, particularly its rural part. The aim of the research is to determine the views of respondents on the sale of their products through the HoReCa channel in Šibenik-Knin County. The research method used in this thesis is an online survey. The research was conducted in the period from November 29 to December 15, 2022, on a sample of 33 respondents. Respondents voluntarily participated in the survey. It can be concluded that home farms of Šibenik-Knin County are mostly small in size and focus on quality, which does not correspond to the demand of large retail chains. Larger production, due to the area and land, is not possible, and therefore it is not possible to meet the needs of the chains. Accordingly, in the future, home farms intend to continue with direct sales, which proved to be the most profitable for them compared to the HoReCa channel for the distribution of products and services.

• Keywords: Šibensko-kninska županija; HoReCa kanal; OPG; direktna prodaja
• Keywords (english): Šibenik-Knin County; HoReCa channel; home farms; direct sales
• Language: croatian
• URN:NBN: urn:nbn:hr:148:731054
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-02-07 10:03:12