Stavovi potrošača o pivu kao maloprodajnoj kategoriji u vrijeme i nakon pandemije

master's thesis

• Title (english): Consumer attitudes on beer as a retail category during and after the pandemic
• Author: Ivan Galić
• Mentor: Blaženka Knežević (mentor)
• Committee member: Mia Delić (predsjednik povjerenstva)
• Committee member: Dario Dunković (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2022-12-06, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; International Economics

Abstract

Predmet istraživanja u ovom radu je analiza kupnje i konzumacije piva u vrijeme pandemije Covid-19 na hrvatskom tržištu. Temeljni cilj rada je utvrditi postojanje razlike s obzirom na dob i spol kada je u pitanju promjena navika kupnje i konzumacije piva uslijed pandemije Covid-19. Cilj je također utvrditi postojanje razlike u prodaji i konzumaciji piva za vrijeme i nakon pandemije. Cilj je prikazati i kako je pandemija Covid-19 utjecala na prodaju piva, ali i dati uvid u buduća predviđanja i trendove. Nalazi istraživanja ukazuju na postojanje razlike u kupnji i konzumaciji piva prije, za vrijeme i nakon izolacije uslijed pandemije. Konzumacija piva tijekom izolacije povećana je. Nalazi istraživanja ukazuju kako, s obzirom na spol, ne postoji razlika u konzumaciji piva za vrijeme i nakon izolacije, no postoji razlika u kupovnim navikama, odnosno u mjestu kupnje. Nalazi istraživanja ukazuju kako postoje statistički značajne razlike s obzirom na dob u kupnji i konzumaciji piva tijekom i nakon izolacije. Rezultati ukazuju kako su za vrijeme i nakon izolacije pivo najviše konzumirale osobe u dobi od 36 do 45 godina života, dok je tijekom izolacije u odnosu na razdoblje nakon izolacije vidljiva veća konzumacija piva kod osoba u dobi od 46 do 55 godina života.

Abstract (english)

The subject of research in this paper is the analysis of the purchase and consumption of beer during the Covid-19 pandemic on the Croatian market. The main goal of the paper is to establish the existence of a difference with regard to age and gender when it comes to changing beer buying and consumption habits due to the Covid-19 pandemic. The goal is also to establish the existence of a difference in the sale and consumption of beer during and after the pandemic. The goal is to show how the Covid-19 pandemic affected the sale of beer, but also to provide insight into future predictions and trends. The findings of the research indicate the existence of a difference in the purchase and consumption of beer before, during and after the isolation due to the pandemic. Beer consumption during isolation increased. Research findings indicate that, with regard to gender, there is no difference in beer consumption during and after isolation, but there is a difference in purchasing habits, i.e., the place of purchase. Research findings indicate that there are statistically significant differences with regard to age in the purchase and consumption of beer during and after isolation. The results show that during and after the isolation beer was consumed the most by people aged 36 to 45 years of age, while during the isolation compared to the period after the isolation, a higher consumption of beer was visible among people aged 46 to 55 years of age.

• Keywords: Covid-19; maloprodaja; navike potrošača; prodaja i distribucija piva
• Keywords (english): Covid-19; retail; consumer habits; sale and distribution of beer
• Language: croatian
• URN:NBN: urn:nbn:hr:148:098371
• 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: 2022-12-06 12:12:22