Analiza utjecaja ambalaže i životnog stila na kupovinu prehrambenih proizvoda kod generacija Y i Z

master's thesis

• Title (english): The influence of packaging and lifestyle on the purchase of food products among generations Y and Z
• Author: Lara Boljanović Rojka
• Mentor: Anita Čeh Časni (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-03-01, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Čimbenici životnog stila imaju značajnu ulogu u donošenju odluka o hrani, a odabir hrane često
je povezan s percepcijom ambalaže kao snažnog alata za pružanje informacija. Cilj istraživanja
je analizirati utjecaj ambalaže na preferencije generacija Y i Z te identificirati razlike u
njihovom ponašanju i stavovima. Za to su korišteni primarni podaci dobiveni anketnim
istraživanjem, gdje su ispitanici odgovarali na pitanja o demografiji, preferencijama ambalaže
i životnom stilu. Rezultati su analizirani korištenjem statističkog paketa SPSS Statistics.
Rezultati istraživanja ukazali su na razlike između generacija Y i Z u pogledu preferencija
ambalaže prehrambenih proizvoda. Generacija Z pokazuje veću sklonost prema modernijim i
inovativnijim dizajnima ambalaže, dok generacija Y može preferirati klasičnije ili
tradicionalnije dizajne. Obje generacije pokazuju visoku osjetljivost na ekološki prihvatljive
materijale, naglašavajući važnost održivosti u proizvodnji ambalaže. Praktičnost ambalaže je
također visoko ocijenjena kod obje generacije, dok su informacije na ambalaži cijenjene
podjednako. U pogledu prehrambenih preferencija, generacija Y naglašava zdrave
prehrambene navike poput konzumiranja svježeg voća i povrća, dok generacija Z pokazuje
veći interes za aktivni životni stil i uravnoteženu prehranu. Socijalni aspekt prehrane također
se razlikuje, pri čemu generacija Y preferira socijalizaciju kroz zajedničke obroke, dok
generacija Z preferira individualniji pristup. Zaključno, iako postoje razlike, obje generacije su
osjetljive na kvalitetu, održivost i informiranost, što može pomoći proizvođačima i
marketinškim stručnjacima da bolje prilagode svoje proizvode i strategije. Stručni doprinos
ovog istraživanja leži u dubljem razumijevanju preferencija generacija Y i Z te njihovog
utjecaja na kupovinu prehrambenih proizvoda, a dobiveni rezultati mogu poslužiti kao temelj
za prilagodbu marketinških strategija i proizvoda prema njihovim potrebama.

Abstract (english)

Lifestyle factors play a significant role in food decision-making, and food choices are often
linked to the perception of packaging as a powerful tool for providing information. The goal
of the research is to analyse the impact of packaging on the preferences of generations Y and
Z and to identify differences in their behaviour and attitudes. For this, primary data obtained
through survey research were used, where respondents answered questions about
demographics, packaging preferences and lifestyle. The results were analysed using the
statistical package SPSS Statistics. The results of the research indicated differences between
generations Y and Z in terms of food product packaging preferences. Generation Z shows a
greater preference for more modern and innovative packaging designs, while Generation Y
may prefer more classic or traditional designs. Both generations show a high sensitivity to
environmentally friendly materials, emphasizing the importance of sustainability in packaging
production. The practicality of the packaging is also highly rated by both generations, while
the information on the packaging is valued equally. In terms of food preferences, Generation
Y emphasizes healthy eating habits such as eating fresh fruits and vegetables, while Generation
Z shows more interest in an active lifestyle and a balanced diet. The social aspect of eating also
differs, with Generation Y preferring socialization through shared meals, while Generation Z
prefers a more individual approach. In conclusion, although there are differences, both
generations are sensitive to quality, sustainability and information, which can help
manufacturers and marketers to better adapt their products and strategies. The professional
contribution of this research lies in a deeper understanding of the preferences of generations Y
and Z and their influence on the purchase of food products, and the obtained results can serve
as a basis for adapting marketing strategies and products according to their needs.

• Keywords: ambalaža; životni stil; prehrambeni proizvodi; generacija Y; generacija Z
• Keywords (english): packaging; lifestyle; food products; generation Y; generation Z
• Language: croatian
• URN:NBN: urn:nbn:hr:148:351616
• 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 students and staff of home institution
• Created on: 2024-03-03 17:24:51