Čimbenici koji utječu na kupnju i konzumaciju vina hrvatskih potrošača

master's thesis

• Title (english): Factors affecting the wine purchase and consumption of Croatian consumers
• Author: Martina Orct
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Dubravka Sinčić Ćorić (predsjednik povjerenstva)
• Committee member: Irena Pandža Bajs (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Hrvatska je zemlja s dugom tradicijom proizvodnje vina. Ulaskom zemlje u Europsku uniju, povećala se mogućnost za izvoz, ali i broj konkurenata. Upravo zbog toga, potrebno je usmjeriti pažnju na istraživanje tržišta, ponašanje potrošača i cjelokupni marketing vina.
Cilj rada je istražiti i analizirati kako čimbenici kao što su okus vina, zemlja podrijetla, kvaliteta, marka, cijena i ambalaža utječu na kupovnu odluku potrošača. Provedeno je istraživanje na 124 ispitanika, a rezultati pokazuju kako je prilikom kupnje i konzumacije vina, potrošačima najvažniji okus vina, dok im je marka najmanje važna. Ovo istraživanje je dodatak postojećoj literaturi o vinima te nudi podlogu za buduća (detaljnija) istraživanja.

Abstract (english)

Croatia is a country with a long tradition of wine production. When Croatia join with the European Union, increased ability to export but also number of competitors. Because of that fact, it is necessary to focus on market research, consumer behavior and the overall marketing of wine.
The aim of this paper is to explore and analyze how factors such as taste of wine, country of origin, quality, brand, price and packaging affect the purchasing decisions of consumers. A survey was conducted on 124 subjects, and the results show that the most important factor for consumers is taste of wine, while the brand is least important. This study is in addition to the existing literature about the wines and provides the foundation for future (detailed) studies.

• Keywords: ponašanje potrošača; tržište vina; čimbenici kupnje i konzumacije vina
• Keywords (english): consumer behavior; wine market; factors affecting wine purchase and consumption of wine
• Language: croatian
• URN:NBN: urn:nbn:hr:148:070468
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-10-12 12:08:12