Utjecaj oglašavanja ogranske hrane na žensku populaciju

master's thesis

• Title (english): The influence of organic food advertising on the female population
• Author: Morena Pogačić
• Mentor: Blaženka Knežević (mentor)
• Committee member: Dario Dunković (član povjerenstva)
• Committee member: Dora Naletina (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2023-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Ovaj diplomski rad imao je za cilj istražiti utjecaj oglašavanja organske hrane na žensku populaciju u Hrvatskoj, pružajući nove uvide u njihovu svijest, stavove i ponašanje. Metodologija uključuje analizu sekundarnih izvora, kao što su znanstveni članci i literatura te primarno istraživanje putem ankete na 200 ženskih osoba. Autorica je istražila svijest ženske populacije o organskoj hrani, motive za kupovinu, i vrste oglašavanja s kojima se susreću. Zaključci ovog istraživanja ukazuju na rastući interes ženske populacije za organske proizvode. Oglašavanje organske hrane pozitivno utječe na njihove stavove, s fokusom na zdravlje, ekologiju, kvalitetu i preporuke. Transparentnost, vizualna privlačnost oglasa i iskustva s degustacijama potiču kupnju. Percepcija oglasa je pozitivna kad pružaju korisne informacije i ističu vjerodostojnost i lokalnu proizvodnju. Internet i mediji šire svijest o zdravim prehrambenim izborima. Cijene i promocije čine organske proizvode pristupačnijima. Sve ovo sugerira potencijalni rast tržišta organske hrane među ženama i potrebu za prilagodbom marketinških strategija.

Abstract (english)

The aim of this thesis was to investigate the influence of organic food advertising on the female population in Croatia, providing new insights into their awareness, attitudes and behavior. The methodology includes the analysis of secondary sources, such as scientific articles and literature, and primary research through a survey of 200 women. The author investigated the awareness of the female population about organic food, the motives for shopping, and the types of advertising they encounter. The conclusions of this research indicate the growing interest of the female population in organic products. Advertising of organic food has a positive effect on their attitudes, with a focus on health, ecology, quality and recommendations. Transparency, visual appeal of ads and tasting experiences encourage purchase. The perception of ads is positive when they provide useful information and emphasize credibility and local production. The Internet and the media spread awareness about healthy food choices. Prices and promotions make organic products more affordable. All this suggests the potential growth of the organic food market among women and the need to adapt marketing strategies.

• Keywords: oglašavanje; ponašanje potrošača; ženska populacija; organska hrana
• Keywords (english): advertising; consumer behavior; female population; organic food
• Language: croatian
• URN:NBN: urn:nbn:hr:148:760222
• 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: Access restricted to authenticated users
• Created on: 2024-01-08 10:24:01