Cjenovna osjetljivost potrošača i njihova percepcija dvostruke uloge cijene u kupnji prehrambenih proizvoda

master's thesis

• Title (english): Consumers' price sensitivity and their perception of a dual role of prices when buying food products
• Author: Tea Trogrlić
• Mentor: Sunčana Piri Rajh (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Tema ovog diplomskog rada je cjenovna osjetljivost potrošača i njihova percepcija dvostruke uloge cijene pri kupnji odabranih kategorija prehrambenih proizvoda (svježe meso, mliječni proizvodi i jestiva ulja). Cilj rada bio je istražiti osjetljivost potrošača na cijene te utvrditi način na koji potrošači percipiraju cijene, odnosno utvrditi percipiraju li potrošači cijenu više kao novčani trošak ili kao indikator kvalitete. Navedeno istraživanje je provedeno anketnim upitnikom na uzorku od 106 ispitanika, pri čemu su mjerene sljedeće dimenzije: sklonost potrošača ostvarivanju vrijednosti za novac, sklonost potrošača kupnji proizvoda po najnižim cijenama, preferiranje kupnje proizvoda na sniženju (ove tri dimenzije odražavaju negativnu ulogu cijene u kupovnom procesu) te sklonost potrošača korištenju cijene kao pokazatelja kvalitete (percepcija odnosa cijene i kvalitete proizvoda odražava pozitivnu uloge cijene u kupovnom procesu). Rezultati rada, iako indikativni, doprinose boljem razumijevanju ponašanja potrošača u procesu donošenja kupovnih odluka u promatranom istraživačkom kontekstu odabranih kategorija prehrambenih proizvoda.

Abstract (english)

The topic of this thesis is research on consumer price sensitivity and the perception of the dual role of price when purchasing selected categories of food products, which include fresh meat, dairy products and edible oils. The aim of the paper is to investigate the sensitivity of consumers to prices and to determine price perception, that is, to determine whether consumers consider price more as a cost or as an indicator of quality. The aforementioned research was carried out by means of a questionnaire on a sample of 100 respondents, in which dimensions such as the propensity to achieve value for money, purchasing products at the lowest prices and preference for discounted products were used. Through a questionnaire, the relationship between price and product quality was also investigated as a positive role of price in the purchasing process. The results of the work contribute to the understanding and understanding of consumer behavior in the process of making purchase decisions on the Croatian market.

• Keywords: cjenovna osjetljivost; percepcija cijena; dvostruka uloga cijene; ponašanje potrošača; prehrambeni proizvodi
• Keywords (english): price sensitivity; price perception; dual role of price in consumer decision- making process; consumer behavior; food products
• Language: croatian
• URN:NBN: urn:nbn:hr:148:825568
• 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: 2024-09-30 13:54:38