ULOGA PERCEPCIJE POTROŠAČA U FORMIRANJU PONUDE MALIH PODUZETNIKA U OKVIRU PREHRAMBENE INDUSTRIJE NA PRIMJERU STUDENTSKIH MENZI

master's thesis

• Title (english): THE ROLE OF CONSUMER PERCEPTION IN THE FORMATION OF THE OFFER OF SMALL ENTREPRENEURS WITHIN THE FOOD INDUSTRY ON THE EXAMPLE OF STUDENT CANTEENS
• Author: Ivan Legradi
• Mentor: Ružica Brečić (mentor)
• Committee member: Ružica Brečić (predsjednik povjerenstva)
• Committee member: Mihaela Mikić (član povjerenstva)
• Committee member: Tomislav Baković (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2020-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Cilj ovog rada je definirati mogućnosti malih lokalnih poduzetnika kako bi oni sa svojim
proizvodima postali dio nabave studentskih menzi što je postignuto definiranjem spremnosti
studenata na takav oblik nabave. U istraživanju je sudjelovalo 529 studenata Sveučilišta u
Zagrebu. Za istraživanje je korišten online anketni upitnik koji je putem online kanala podijeljen
među studentima. Upitnik je sadržavao demografska pitanja kako bi se definirao profil
ispitanika, pitanja o njihovim prehrambenim navikama koje su vezane uz studentske menze i
percepcija o spremnosti da se u standardnu ponudu uvrsti i voće i povrće s malih lokalnih
površina. Prosječan ispitanik koji je pristupio istraživanju je osoba ženskog spola, koja živi u
studentskom domu i imaju prosječan džeparac od 1.500,00 kn. Svakodnevno se hrane u
studentskim menzama ili barem četiri do pet puta tjedno te im je porcija povrća svakodnevno
odnosno četiri do pet puta tjedno na meniju, dok voće konzumiraju u prosjeku dva do tri puta
tjedno. Većina ispitanika smatra da voće i povrće koje konzumiraju u menzi nije domaćeg
podrijetla, te smatraju da bi ponuda takvog voća i povrća podigla kvalitetu obroka u menzama
te su za nju platiti i višu cijenu.

Abstract (english)

The aim of this paper is to define the possibilities of small local entrepreneurs so that they can
become part of the procurement of student canteens with their products, which is done through
defining the readiness of students for such a form of procurement. The research involved 529
students studying University of Zagreb. An online survey questionnaire was used for the
research, which was distributed among students via an online channel. The questionnaire
included demographic questions to define the profile of respondents, questions about their
eating habits related to student canteens and perceptions of readiness to include fruits and
vegetables from small local areas in the standard offer. The average respondent who joined the
survey is female, lives in a dormitory and has an average pocket money of HRK 1,500.00. They
eat in student canteens every day or at least four to five times a week, and a portion of vegetables
is on their menu every day or four to five times a week, while they consume fruits on average
two to three times a week. Most respondents believe that the fruits and vegetables they consume
in the canteen are not of domestic origin, think that the offer of such fruits and vegetables would
raise the quality of meals in the canteens and are willing to pay a higher price for such an offer.

• Keywords: prehrambene navike; lokalna proizvodnja; percepcija potrošača; voće i povrće; kanali distribucije
• Keywords (english): eating habits; local production; consumer perception; fruits and vegetables; distribution channels
• Language: croatian
• URN:NBN: urn:nbn:hr:148:733275
• Study programme: Title: Economics of Entrepreneurship; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni specijalist/specijalistica poduzetništva (stručni specijalist/specijalistica poduzetništva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2020-09-23 13:21:54