Uloga roditelja u socijalizaciji djece kao potrošača na primjeru prehrambenih proizvoda

master's thesis

• Title (english): The role of parents in the socialization of children into consumers using the example of food products
• Author: Lovro Matić
• Mentor: Ružica Brečić (mentor)
• Committee member: Miroslav Mandić (predsjednik povjerenstva)
• Committee member: Andrea Lučić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Djeca su pod raznim utjecajima koji ih oblikuju kao potrošače. Uz medije i vršnjake, najvažniji socijalizacijski agenti djeci su roditelji koji igraju važnu ulogu u konzumaciji hrane njihove djece. Sukladno tome, cilj istraživanja je analizirati način na koji roditelji utječu na socijalizaciju djece kao potrošača prilikom odabira prehrambenih namirnica. Istraživanje je provedeno na uzorku od 101 roditelja. Rezultati provedenog istraživanja pokazali su da roditelji, iako tvrde da su pozitivni prema onome što se naziva zdravom prehranom, i dalje spremni kupovati nezdrave namirnice zbog nedostatka kvalitetnijeg znanja o hranjivim tvarima i nutritivnim svojstvima pojedinih namirnica. Isto tako, roditelji imaju povjerenje u zdrave grickalice, iako takve namirnice nisu u potpunosti zdrave. Djeca nemaju utjecaj na roditeljsku kupovinu i roditelji pretežito ne koriste zdrave grickalice za nagrađivanje djece.

Abstract (english)

Children have always been shaped into consumers by the influence of various sources. Together with peers and media, the most important agents of the socialization of children have been parents, who play an important role in choosing the food consumed by their children. Accordingly, the goal of this study is to analyze the way in which parents influence the socialization of children as consumers during the choice of nutritional items. The study has been conducted on a sample of 101 parents. The results of the study showed that, even though the parents claim to be well-disposed towards what's called healthy food, they're still inclined to buy unhealthy items due to a lack of a higher-quality knowledge regarding healthy items and the nutritional properties of particular items. Likewise, the parents have trust in healthy snacks, even though these food items are not particularly healthy. Children haven't influence on parental purchase decision and parents mostly don't use healthy snacks as reward to children.

• Keywords: djeca; roditelji; socijalizacija potrošača
• Keywords (english): children; parents; consumer socialization
• Language: croatian
• URN:NBN: urn:nbn:hr:148:267101
• 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 authenticated users
• Created on: 2021-09-28 09:23:57