Lojalnost potrošača specijaliziranih prodavaonica zdrave hrane

master's thesis

• Title (english): Customer loyalty of specialized healthy food retail
• Author: Ljubica Vuletić
• Mentor: Miroslav Mandić (mentor)
• Committee member: Tihomir Vranešević (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2019-09-27, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Svrha rada bila je otkriti da li postoji lojalnost potrošača u specijaliziranim prodavaonicama zdrave hrane. Specijalizirane prodavaonice zdrave hrane novi su trend na našem tržištu i poprilično su ne istražena tema, ali i segment kojem se danas ne pridaje previše važnosti. Promjena trendova na tržištu, zdrav način života i briga za zdravlje sve više su doveli do povećanja broja specijaliziranih prodavaonica zdrave hrane, ali i potreba kupaca. Istraživanje na temu lojalnosti potrošača specijaliziranih prodavaonica zdrave hrane provedeno je kroz dvije faze. Prvo su istražena strana istraživanja i članci na navedenu temu, a nakon toga je provedeno istraživanje. Istraživanje je provedeno na 36 ispitanika, od kojih svi kupuju u prodavaonicama zdrave hrane, a provedeno je na području grada Zagreba i okolice. Potvrđeno je kako je lojalnost ispitanika prisutna prema specijaliziranim prodavaonica zdrave hrane, a proizašla je iz zadovoljstva. Kao tri najvažnija kriterija pokazala su se odnos cijene i kvalitete, kvaliteta proizvoda i kvaliteta ponude proizvoda. Ova tri kriterija ispitanicu su odabrali kao razloge svog zadovoljstva, ali i lojalnosti. Ovaj rad je među prvima koji je istražio ovu temu na našem tržištu.

Abstract (english)

The purpose of this work was to find out if there was consumer loyalty in specialized health food stores. Specialized health food stores are a new trend in our market and are a rather unexplored topic, but also a segment that is not given too much attention. Changing market trends, healthy lifestyles and care about health have increasingly led to an increase in the number of specialized health food stores, as well as customer needs. The research on consumer loyalty in specialized health food stores was conducted in two phases. First phase was to descover foreign research and articles on the topic, and after that it was spent research. The survey was conducted on 36 respondents, all of whom shop at health food stores, and was conducted in the city of Zagreb and the surrounding area. It was confirmed that the loyalty of the respondents was present towards the specialized health food stores and was derived from satisfaction. The three most important criteria were the relationship between price and quality, product quality and product offer quality. These three criteria were chosen by the respondent as reasons for their satisfaction and loyalty. This paper is among the first to explore this topic in our market.

• Keywords: lojalnost; potrošač; specijalizirane prodavaonice; zdrava hrana; specijalizirane prodavaonice zdrave hrane
• Keywords (english): loyalty; consumer; specialty stores; healthy food; specialized health food stores
• Language: croatian
• URN:NBN: urn:nbn:hr:148:835078
• 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: Open access
• Created on: 2019-09-30 18:54:34