Utjecaj licenciranih crtanih likova na izbor hrane kod djece

master's thesis

• Title (english): The impact of licensed cartoon characters on children's food choices
• Author: Matija Dević
• Mentor: Miroslav Mandić (mentor)
• Committee member: Ana Tkalac Verčič (predsjednik povjerenstva)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Djeca su važan tržišni segment zbog svojeg utjecaja na obiteljsku potrošnju i ponašanje, što marketinški stručnjaci sve više prepoznaju. Ovaj rad istražuje utjecaj licenciranih crtanih likova na izbor hrane kod djece te na koji način  oni mogu promijeniti njihove prehrambene preferencije. 

Kombinirane su kvalitativne i kvantitativne metode istraživanja, uključujući promatranje ponašanja djece pri odabiru hrane i anketu provedenu među djecom u tri osnovne škole u Zagrebu. Istraživanje je pokazalo da prisutnost licenciranih crtanih likova značajno mijenja dječje preferencije prema određenim proizvodima, čak i kada je riječ o zdravim namirnicama.

Zaključak rada naglašava važnost reguliranja upotrebe licenciranih likova u marketingu, osobito u kontekstu nezdrave hrane. Ovaj rad doprinosi razumijevanju kako marketinške strategije usmjerene na djecu mogu utjecati na njihove prehrambene navike te sugerira potrebu za odgovornijim pristupom oglašavanju.

Abstract (english)

Children are an important market segment due to their influence on family spending and behavior, which marketing experts are increasingly recognizing. This thesis explores the impact of licensed cartoon characters on children's food choices and how they can change their preferences.

A combination of qualitative and quantitative research methods was used, including observing children's behavior when choosing food and conducting a survey among children in three primary schools in Zagreb. The research showed that the presence of licensed cartoon characters significantly alters children's preferences toward certain products, even when it comes to healthy foods.

The conclusion of the thesis emphasizes the importance of regulating the use of licensed characters in marketing, particularly in the context of unhealthy food. This study contributes to understanding how marketing strategies aimed at children can influence their eating habits and suggests the need for a more responsible approach to advertising.

• Keywords: utjecaj marketinga; licencirani crtani likovi; oglašavanje; preferencije; djeca
• Keywords (english): marketing impact; licensed cartoon characters; advertising; preferences; children
• Language: croatian
• URN:NBN: urn:nbn:hr:148:839665
• Study programme: Title: Management and retail marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-09-27 15:15:41