| Abstract | Promjene u svijesti i ponašanju potrošača po pitanju zdrave ishrane i aktivnog života prelijevaju se i na trendove na tržištu proteinskih suplemenata koje bilježi stalan rast. Rast tržišta uzrokovan je između ostalog i povećanjem baze potrošača proteinskih suplemenata koja je, uz profesionalne sportaše, proširena i na segment rekreativnih sportaša. Sa strane ponude, marke na razne načine potiču potrošače da odaberu njihove proizvode. Kako bi do stvarne kupnje zaista i došlo, nužno je postojanje ozbiljne namjere kupnje. Na formiranje namjere kupnje određene marke u kategoriji proteinskih suplemenata utječu mnogi čimbenici. Čimbenici istraživani u ovom radu su percipirana kvaliteta, percipirana cijena, ambalaža, imidž marke, dostupnost proizvoda i percipirani rizik. Cilj rada je istražiti kako navedeni čimbenici utječu na namjeru kupnje marki proteinskih suplemenata i kako ti rezultati mogu pridonijeti boljem razumijevanju razloga i načina na koje potrošači percipiraju određene marke. Također, valja napomenuti da je ova tema posebno relevantna jer prethodne studije nisu adekvatno istražile ovo područje, što stavlja naglasak na potencijalne koristi koje poduzeća mogu ostvariti kroz razvoj vlastitih marketinških strategija i bolje razumijevanje važnosti pojedinih elemenata tih strategija. Za prikupljanje podataka i ostvarivanje postavljenih ciljeva, provodilo se jednokratno opisno istraživanje na prigodnom namjernom uzorku od 103 ispitanika. Kao instrument istraživanja, korišten je anketni upitnik. Na temelju dobivenih rezultata, potrošači iskazuju viši stupanj namjere kupnje prema onim markama koje za njih imaju pozitivan imidž te viši stupanj percipirane kvalitete dok su u slučaju ambalaže i percipirane cijene u prosjeku indiferentni. Potrošači također smatraju proizvode promatrane marke dostupnima na prodajnim mjestima s posebnim naglaskom na Webshopove. Na poslijetku, potrošači ne percipiraju rizik koji proteinski suplementi mogu predstavljati za njihovo zdravlje. |
| Abstract (english) | Changes in consumer awareness and behavior regarding healthy nutrition and an active lifestyle are spilling over into the trends in the protein supplement market, which is experiencing consistent growth. The market expansion is attributed, among other factors, to the widening consumer base for protein supplements, encompassing not only professional athletes but also recreational sports enthusiasts. On the supply side, brands employ various strategies to encourage consumers to choose their products. However, for actual purchases to materialize, a genuine purchase intention is imperative. Several factors influence the formation of purchase intent for specific brands in the protein supplement category. The factors explored in this study are perceived quality, perceived price, packaging, brand image, product availability, and perceived risk. The objective of this research is to investigate how these factors impact the purchase intention of protein supplement brands and how these findings contribute to a deeper understanding of the reasons and methods by which consumers perceive specific brands. Moreover, it is worth noting that this topic is particularly pertinent as previous studies have not adequately explored this domain, underscoring the potential benefits that businesses can derive from developing their marketing strategies and gaining a better comprehension of the significance of individual elements within these strategies. To gather data and achieve the outlined objectives, a one-time descriptive survey was conducted on a purposive sample of XX respondents. A questionnaire was employed as the research instrument. Based on the obtained results, consumers exhibit a higher degree of purchase intent towards brands with a positive image and a higher perception of quality, while they display, on average, indifference towards packaging and perceived price. Consumers also consider products from the observed brands to be readily available, with a notable emphasis on online stores. Ultimately, consumers do not perceive a significant risk associated with the use of protein supplements for their health. |
