Analiza percepcije potrošača o brzoj hrani

master's thesis

• Title (english): Analysis of consumer perception of fast food
• Author: Ela Ružić
• Mentor: Ružica Brečić (mentor)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Brza hrana je hrana koja se brzo priprema te je namijenjena brzoj konzumaciji, a iako se uobičajeno kupuje u objektima brze prehrane, danas je široko dostupna te se može kupiti i u drugim vrstama ugostiteljskih objekata. Predmet ovog rada je analiza percepcije potrošača o brzoj hrani. Cilj rada je analiza percepcije potrošača o brzoj hrani s naglaskom na bolje razumijevanje njihovih preferencija i stavova. Primarni podaci prikupljeni su putem anketnog upitnika na uzorku od 140 ispitanika, a napravljena je i analiza relevantne literature kako bi se identificirali ključni aspekti koji utječu na percepciju potrošača o brzoj hrani. Rezultati istraživanja ukazali su na nekoliko važnih čimbenika koji oblikuju percepciju potrošača o brzoj hrani. Prvenstveno, zdravstveni aspekti su se pokazali ključnim faktorom, a suvremeni potrošači sve više cijene zdrave i nutritivno bogate opcije brze hrane. Također, brza priprema i jednostavna konzumacija imaju značajnu ulogu u donošenju odluke o konzumaciji brze hrane. Istraživanje je također pokazalo na intenzivnu konkurenciju na tržištu brze hrane, što zahtijeva od poduzeća kontinuirano praćenje potrošačkih preferencija i prilagodbu marketinških strategija. U dinamičnom okruženju brze hrane, sposobnost brze prilagodbe je ključna za opstanak među konkurentnima i uspješnost poduzeća. Ovaj rad omogućuje dublje razumijevanje percepcije potrošača o brzoj hrani i nudi smjernice za buduće marketinške strategije u industriji brze hrane, potičući tako konkurentnost i uspješnost ovih poduzeća.

Abstract (english)

Fast food is food that is quickly prepared and intended for quick consumption, and although it is usually bought in fast food establishments, today it is widely available and can also be bought in other types of catering. The aim of the paper is to analyze consumers perception of fast food with an emphasis on a better understanding of their preferences and attitudes. Primary data was collected through a survey questionnaire on a sample of 140 respondents, and an analysis of the relevant literature was made in order to identify the key aspects that influence the consumer's perception of fast food. The results of the research indicated several important factors that shape consumer perception of fast food. Primarily, health aspects have proven to be a key factor, with modern consumers increasingly appreciating healthy and nutritionally rich fast food options. Also, quick preparation and simple consumption play a significant role in making the decision to consume fast food. The research also showed intense competition in the fast food market, which requires companies to continuously monitor consumer preferences and adapt marketing strategies. In the dynamic environment of fast food, the ability to quickly adapt is essential for survival among competitors and the success of the company. This paper provides a deeper understanding of consumer perceptions of fast food and offers guidance for future marketing strategies in the fast food industry, thus promoting the competitiveness and performance of these businesses.

• Keywords: percepcija potrošača; brza hrana; zdravlje; kvaliteta usluge; konkurencija; marketinške strategije
• Keywords (english): consumer perception; fast food; health; service quality; competition; marketing strategies
• Language: croatian
• URN:NBN: urn:nbn:hr:148:265327
• Study programme: Title: Management and marketing in retail; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni/a specijalist/specijalistica menadžmenta i marketinga maloprodaje (stručni/a specijalist/specijalistica menadžmenta i marketinga maloprodaje)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-09-26 12:43:26