TRŽIŠTE HRANE I OPREME ZA KUĆNE LJUBIMCE U REPUBLICI HRVATSKOJ

master's thesis

• Title (english): THE CROATIAN MARKET OF PET FOOD AND EQUIPMENT
• Author: Marijana Račić
• Mentor: Ines Dužević (mentor)
• Committee member: Ivana Štulec (predsjednik povjerenstva)
• Committee member: Tomislav Baković (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2021-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; General Economy

Abstract

Tržište hrane i opreme za kućne ljubimce zadnjih godina bilježi kontinuirani rast kako u Europi tako i u Svijetu. Hrvatska također bilježi rast potražnje i potrošnje na ovom tržištu. Svrha ovog rada je analizirati stanje na tržištu hrane i opreme za kućne ljubimce u Republici Hrvatskoj, dok je cilj istražiti mogućnosti razvoja industrije i plasiranja hrvatskih proizvoda na ovo tržište, istražiti spremnost domaćih potrošača da prihvati domaći proizvod kao supstitut za uvozne, utvrditi prate li se trendovi u proizvodnji hrane i opreme za kućne ljubimce ili ipak ova tržišna niša u Republici Hrvatskoj nije dobro prepoznata. U radu se primjenjuju metode sekundarnog i primarnog istraživanja. Sekunardno istraživanje uključuje pregled relevantne znanstvene i stručne literature te pretraživanje baza podataka o kretanjima ponude i potražnje na ovom tržištu. Primarno istraživanje provedeno je putem anketnog upitnika. Prikupljeni podaci su analizirani primjenom statičkih metoda. Tržište hrane i opreme za kućne ljubimce kontinuirano raste, razvija se i kupci postaju sve zahtjevniji, sa sve više specifičnih zahtjeva. Kupovna moć vlasnika kućnih ljubimaca raste, te su oni spremni trošiti više na svoje kućne ljubimce kako bi im osigurali što je bolji život. Za razvoj ove industrije u Republici Hrvatskoj postoji značajan potencijal, a potrebno je samo malo dobre volje, manje birokracije i puno više poticaja od strane same države i lokalnih vlasti, veća inovativnost poduzetnika i fokus na zadovoljavanje specifične potražnje, a ne na masovnu proizvodnju.

Abstract (english)

In recent years, the market of pet food and equipment is continuously growing in Europe, but also in the whole World. The Republic of Croatia is recording an increase in demand and consumption at the pet food and equipment market. The purpose of this paper is to analyze the situation on the market of pet food and equipment in the Republic of Croatia, while the aim is to explore the possibilities of industry development and marketing of Croatian products, to investigate the willingness of domestic consumers to accept domestic products as a substitute for imported ones, to determine whether trends in the production of food and equipment for pets are followed or whether this market niche is not well recognized in the Republic of Croatia. The paper applies the methods of secondary and primary research. Secondary research includes a review of relevant scientific and professional literature and a search of databases on supply and demand trends in this market. The primary research was conducted through a survey questionnaire. The collected data were analyzed using statistic methods. The market for pet food and equipment is constantly growing, evolving and customers are becoming more demanding, with more and more specific requirements. The purchasing power of pet owners is growing, and they are willing to spend more on their pets to ensure they have a better life. There is significant potential for the development of this industry in the Republic of Croatia, and it requires only a bit of good will, less bureaucracy and much more incentives from the state and local authorities, greater entrepreneurial innovation and focus on meeting specific demand rather than mass production.

• Keywords: hrana i oprema za kućne ljubimce; tržište; kućni ljubimci; industrija za kućne ljubimce
• Keywords (english): food and equipment for pets; market; pets; pet industry
• Language: croatian
• URN:NBN: urn:nbn:hr:148:067751
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2021-09-23 20:41:35