Istraživanje čimbenika lojalnosti korisnika prema markama e-cigareta

master's thesis

• Title (english): Research on factors affecting user loyalty towards e-cigarette brands
• Author: Stefani Galović
• Mentor: Miroslav Mandić (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Tihomir Vranešević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-07-02, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Pušenje je jedan od glavnih izazova za javno zdravstvo zbog štetnih tvari u duhanskom dimu, uključujući nikotin koji ima kancerogeno djelovanje. Mnogi ljudi traže zdravije alternative pušenju, pri čemu su e-cigarete postale popularne. Iako sadrže nikotin, e-cigarete su često smatrane prihvatljivijom opcijom. Istraživanja o dugoročnim učincima i pravoj štetnosti e-cigareta još uvijek nisu konačna zbog njihove novosti na tržištu. Postoji potreba za boljim označavanjem i kategorizacijom e-cigareta, što bi trebala regulirati nova direktiva o duhanskim proizvodima. Upotreba e-cigareta raste, posebno među mladima, te bi mogla postati nova ovisnost 21. stoljeća.

Cilj diplomskog rada bio je istražiti čimbenike lojalnosti korisnika prema markama e-cigareta. Istraživanje je provedeno na 120 ispitanika. Instrument istraživanja bio je anketni upitnik. Čimbenici koji su se ispitivali s ciljem utvrđivanja utjecaja na lojalnost su prepoznatljivost marke, cijena, zadovoljstvo, lojalnost i učinkovitost za različite marke e-cigareta. Marke e-cigareta za koje su se ispitivali čimbenici lojalnosti su Wiip, Elf Bar, HIGS, Vaporesso i IZY Vape. Rezultati istraživanja pokazali su da je zadovoljstvo čimbenik koji najviše ima utjecaja na lojalnost kupaca pri odabiru marke e-cigareta. Ostali čimbenici manje utječu na lojalnost korisnika prema određenoj marki e-cigareta. Da bi konkurentne marke zadržale svoj položaj na tržištu, trebale bi se više usredotočiti na čimbenike poput cijene i učinkovitosti, kako bi dodatno ojačale lojalnost svojih korisnika.

Abstract (english)

Smoking is one of the major public health challenges due to the harmful substances in tobacco smoke, including nicotine, which has carcinogenic effects. Many people are seeking healthier alternatives to smoking, with e-cigarettes becoming popular. Although they contain nicotine, e-cigarettes are often considered a more acceptable option. Research on the long-term effects and true harm of e-cigarettes is still inconclusive due to their novelty on the market. There is a need for better labeling and categorization of e-cigarettes, which the new Tobacco Products Directive aims to regulate. The use of e-cigarettes is increasing, especially among young people, and could become the new addiction of the 21st century.

The aim of this thesis was to investigate the factors influencing user loyalty towards e-cigarette brands. The research was conducted on 120 respondents using a survey questionnaire. The factors examined to determine their impact on loyalty included brand recognition, price, satisfaction, loyalty, and effectiveness for different e-cigarette brands. The e-cigarette brands for which loyalty factors were assessed are Wiip, Elf Bar, HIGS, Vaporesso, and IZY Vape. The research results showed that satisfaction is the factor that most influences customer loyalty when choosing an e-cigarette brand. Other factors have a lesser impact on user loyalty towards a particular e-cigarette brand. To maintain their market position, competitive brands should focus more on factors such as price and effectiveness to further strengthen user loyalty.

• Keywords: lojalnost; e-cigarete; korisnici; čimbenici lojalnosti; zadovoljstvo; utjecaj na zdravlje
• Keywords (english): loyalty; e-cigarettes; users; loyalty factors; satisfaction; health impact
• Language: croatian
• URN:NBN: urn:nbn:hr:148:006774
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-07-02 13:59:21