ČIMBENICI IZBORA PRODAVAONICE PREHRAMBENIH EKOLOŠKIH PROIZVODA ZA PRIPADNIKE GENERACIJE Y

master's thesis

• Title: ČIMBENICI IZBORA PRODAVAONICE PREHRAMBENIH EKOLOŠKIH PROIZVODA ZA PRIPADNIKE GENERACIJE Y : Čimbenici izbora prodavaonice prehrambenih ekoloških proizvoda za pripadnike generacije Y
• Title (english): FACTORS AFFECTING MEMBERS OF GENERATION Y WHILE CHOOSING A STORE SELLING ORGANIC FOOD PRODUCTS : Factors affecting members of generation Y while choosing a store selling organic food products
• Author: Ivana Raič
• Mentor: Sanda Soucie (mentor); MBZ: 246584
• Committee member: Kristina Petljak (predsjednik povjerenstva)
• Committee member: Ivana Štulec (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2021-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Središnja tema diplomskog rada je provesti istraživanje i detaljnu analizu čimbenika koji mogu utjecati na pripadnike generacije Y kada odabiru maloprodajni oblik za kupnju prehrambenih ekoloških proizvoda te zaključiti koji su im od tih čimbenika najvažniji. Teorijski dio rada daje pregled kupovnog ponašanja generacije Y, njihovih preferencija u izboru maloprodajnog oblika te stavova o ekološkoj prehrani i načinu života. Nakon toga slijedi poglavlje o tržištu prehrambenih ekoloških proizvoda. Na posljetku su detaljno objašnjeni svi mogući čimbenici utjecaja na izbor prodavaonice i maloprodajnog oblika izvan prodavaonice što je i glavna tema diplomskog rada. Istraživanje se provodilo putem anketnog upitnika s logički osmišljenim pitanjima koja su omogućila analizu utjecaja svakog pojedinog elementa. Prema rezultatima provedenog istraživanja, lokacija se pokazala kao najvažniji čimbenik izbora prodavaonice a prati ju kvaliteta asortimana. Pri kupnji u maloprodajnim oblicima izvan prodavaonice ispitanicima je najznačajnija brzina i jednostavnost kupovine koju oni nude. Od maloprodajnih oblika najčešće biraju supermarkete i hipermarkete te kupnju na tržnici.

Abstract (english)

The central theme of the thesis is to conduct research and detailed analysis of factors that may affect members of Generation Y when choosing a retail form for the purchase of organic food products and to conclude which of these factors are most important to them. The theoretical part of the paper provides an overview of the purchasing behavior of Generation Y, their preferences in the choice of retail form and attitudes about organic nutrition and lifestyle. This is followed by a chapter on the organic food market. Finally, all possible factors influencing the choice of store and retail form outside the store are explained in detail, which is the main topic of the thesis. The research was conducted through a questionnaire with logically designed questions that allowed the analysis of the impact of each individual element. According to the results of the research, the location proved to be the most important factor in choosing a store, followed by the quality of the assortment. When shopping in retail forms outside the store, the most important thing for respondents is the speed and ease of purchase they offer. From retail forms, they most often choose supermarkets and hypermarkets, as well as shopping at the market.

• Keywords: generacija Y; prehrambeni ekološki proizvodi; maloprodajni oblici; čimbenici utjecaja; izbor prodavaonice
• Keywords (english): generation Y; organic food products; retail forms; influencing factors; store selection
• Language: croatian
• URN:NBN: urn:nbn:hr:148:731312
• Study programme: Title: Business Economics; specializations in: Finance, Accounting, Marketing, Organization and management, Trade, Tourism, Analysis and Business planning, Business informatics; Course: Trade; Study programme type: university; Study level: graduate; Academic / professional title: diplomirani/a ekonomist/ekonomistica (diplomirani/a ekonomist/ekonomistica)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2021-09-23 13:09:41