Percipirane koristi, percipirani rizici i znanje potrošača kao odrednice namjere kupnje energetskih pića

master's thesis

• Title (english): Perceived benefits, perceived risks and consumer knowledge as determinants of the intention to purchase energy drinks
• Author: Edina Qenaj
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Sandra Horvat (član povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-07-05, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Doprinos ovog rada ogleda se u spoznajama koje su povezane s razumijevanjem čimbenika koji oblikuju potrošačke kupovne odluke o energetskim pićima kao što su percipirane koristi, percipirani rizici, potrošačko znanje te namjera kupnje. S obzirom na rastuću popularnost i veliku potrošnju energetskih pića, cilj rada bio je istražiti koje koristi i rizike potrošači dominantno percipiraju prilikom odlučivanja o kupnji energetskih pića, kakvo je njihovo potrošačko znanje o promatranoj kategoriji proizvoda te namjeravaju li ubuduće kupovati navedene proizvode. Za potrebe izrade diplomskog rada distribuiran je anketni upitnik u digitalnom obliku tijekom lipnja 2024. godine. Uzorkom je obuhvaćeno 116 ispitanika koji su punoljetni i barem povremeno kupuju energetska pića. Prema rezultatima provedenog anketnog istraživanja, ispitanici dominantno percipiraju fizički rizik povezan s konzumacijom energetskih pića, izražavajući zabrinutost zbog mogućih negativnih utjecaja konzumiranja energetskih pića na njihovo zdravlje. Kada je riječ o ostalim oblicima kupovnih rizika, oni nisu značajnije percipirani od strane ispitanika te se može pretpostaviti da imaju minimalan utjecaj na oblikovanje kupovnih odluka o energetskim pićima. Također, u radu je ustanovljena dominantna percepcija financijskih i hedonističkih koristi s posebnim naglaskom na dobru vrijednost za novac u odnosu na ostale vrste napitaka i osjećaj zadovoljstva tijekom konzumiranja energetskih pića. Zatim, uočena je percepcija upoznatosti ispitanika sa promatranom proizvodnom kategorijom te posjedovanje dovoljnog znanja o energetskim pićima. Provedbom istraživanja uočena je pozitivna i jasna namjera kupnje energetskih pića u budućnosti.

Abstract (english)

The contribution of this paper is reflected in the findings related to the understanding of the factors that shape consumer purchasing decisions about energy drinks such as perceived benefits, perceived risks, consumer knowledge and purchase intention. Considering the current growing popularity and large consumption of energy drinks, the aim of this paper is to investigate which benefits and risks consumers dominantly perceive when deciding to buy energy drinks, what is their knowledge about the observed category and whether they intend to buy the specific product category. Survey research was distributed in digital form during June 2024. The sample includes 116 participants who are of legal age and buy energy drinks at least occasionally. According to the results of the conducted survey, participants dominantly perceive the physical risk associated with the consumption of energy drinks, expressing their concern about possible negative effects on their health. When it comes to other forms of purchase risks, they are not significantly perceived by the participants and it can be assumed that they have a minimal influence on the formation of purchasing decisions about this specific product category. Furthermore, the paper established a dominant perception of financial and hedonic benefits with special emphasis on good value for money compared to the other types of beverages and the feeling of satisfaction when consuming energy drinks. It was also observed that the participants were familiar with the specific product category, as well as having sufficient knowledge about energy drinks. The research showed a positive and clear intention to purchase energy drinks in the future.

• Keywords: percipirane koristi; percipirani rizik; znanje potrošača; namjera kupnje; energetska pića
• Keywords (english): perceived benefits; perceived risks; consumer knowledge; purchase intention; energy drinks
• Language: croatian
• URN:NBN: urn:nbn:hr:148:468029
• 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: 2024-07-05 16:58:15