Analiza marketinških aktivnosti halal proizvoda u kategoriji prehrambene industrije na hrvatskom tržištu

master's thesis

• Title (english): Analysis of marketing activities of halal products in the food industry category on the Croatian market
• Author: Edita Dugonjić
• Mentor: Miroslav Mandić (mentor)
• Committee member: Mirko Palić (član povjerenstva)
• Committee member: Mladen Turuk (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Managerial Economics); Zagreb
• Defense date and country: 2023-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Economics of Entrepreneurship

Abstract

Halal tržište postaje sve konkurentnijem, dok halal certifikat postaje ključan element prehrambenim proizvodima kojima se može izaći na tržište i konkurirati. Zadovoljstvo se najčešće mjeri kako bi se saznalo ispunjava li ponuđeni proizvod određene kriterije, je li potrebno osvještavanje i dodatna promocija. Iz navedenih razloga provedeno je istraživanje da bi se utvrdilo zadovoljstvo marketinškim aktivnostima potrošača halal prehrambenih proizvoda. Također, istraženo je da li postoji prilika na domaćem tržištu za takvim proizvodima, a i mogućnost natjecanja na stranom tržištu u obliku izvoza.
Cilj ovog diplomskog rada bio je istražiti zadovoljstvo potrošača marketinškim aktivnostima u smislu unapređenja sa strane proizvođača i poduzetnika. Za potrebe istraživanja ovog diplomskog rada, koristio se osnovni instrument u obliku anketnog upitnika koji je izrađen putem Google obrasca u kojem je sudjelovalo 119 ispitanika te dva dubinska intervjua. Čimbenik koji se ispitivao s ciljem utvrđivanja zadovoljstva je marketinška strategija 4P (proizvod, cijena, mjesto i promocija). Rezultati istraživanja pokazali su da većina ispitanika želi konzumirati halal proizvode, da će nastaviti kupovati halal proizvode te su se složili da treba postojati ravnoteža između pristupačne cijene i dobre kvalitete. Ističe se promocija halal proizvoda u cilju podizanja svijesti promotivnim kampanjama. Ispitanici u uzorku također se slažu o nedovoljnoj informiranosti i dostupnosti halal proizvoda.

Abstract (english)

The halal market is becoming more and more competitive, while halal certification is becoming a key element of food products that can be marketed and competed with. Satisfaction is most often measured in order to find out if the offered product meets certain criteria, if awareness and additional promotion is needed. For the above reasons, a survey was conducted to determine the satisfaction with the marketing activities of consumers of halal food products. It was also investigated whether there is an opportunity on the domestic market for such products, as well as the possibility of competition on the foreign market in the form of exports.
The aim of this thesis was to investigate consumer satisfaction with marketing activities in terms of improvement on the part of producers and entrepreneurs. For the purposes of researching this diploma thesis, a basic instrument was used in the form of a survey questionnaire that was created via a Google form in which 119 respondents and two in-depth interviews participated. The factor that was investigated in order to determine satisfaction is the 4P marketing strategy (product, price, place and promotion). The results of the survey show that the majority of respondents want to consume halal products, will continue to buy halal products, and agreed that there should be a balance between affordable price and good quality. The promotion of halal products is emphasized in order to raise awareness through promotional campaigns. Respondents in the sample also talk about insufficient information and availability of halal products.

• Keywords: marketinške aktivnosti; zadovoljstvo; halal tržište; halal prehrambeni proizvodi
• Keywords (english): marketing activities; contentment; halal market; halal food products
• Language: croatian
• URN:NBN: urn:nbn:hr:148:454124
• Study programme: Title: Economics of Entrepreneurship; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni/a specijalist/ specijalistica ekonomije (stručni/a specijalist/ specijalistica ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access; Embargo expiration date: 2024-09-28
• Created on: 2023-09-26 16:00:00