Analiza čimbenika koji utječu na ponašanje roditelja pri kupovini prehrambenih proizvoda

master's thesis

• Title (english): Analysis of factors affecting parental behavour when buying food
• Author: Anamari Kožul
• 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

U ovom diplomskom radu analizirani su čimbenici koji utječu na ponašanje roditelja pri
kupovini prehrambenih proizvoda i preferencije djece prema hrani. Provedeno je opisno
istraživanje, a kao mjerni instrument same provedbe koristio se anketni upitnik za roditelje sa
mjernim ljestvicama koji obuhvaćaju čimbenike ponašanja potrošača dok su se kod djece
ispitali implicitni i eksplicitni stavovi prema hrani. Provedeno istraživanje pokazalo je da su
roditelji svjesni kako oni imaju najveći utjecaj na prehranu svoje djece u mlađoj dobi te da
većinom kupuju vođeni željom da svojoj djeci priušte zdrave prehrambene proizvode. Budući
da ne uspijevaju uvijek u toj namjeri, svjedoče kako svojoj djeci kupuju slatkiše kao nagradu
za dobro ponašanje ili da ih smire prilikom kupovine. Svjesni važnosti ove teme za
budućnosti i zdravlje djece od velike je važnosti otkriti faktore utjecaja i educirati roditelje i
njihovu djecu o važnosti konzumacije zdravih prehrambenih proizvoda. Doprinos rada se
očituje u otkrivanju preferencija roditelja i stavova djece kako bi se povećala kupnja i
konzumacija zdravih prehrambenih proizvoda s povoljnim utjecajem na zdravlje obitelji.

Abstract (english)

In this thesis are analyzed the factors influencing the behavior of parents when buying food
products and preferences of children towards food. Descriptive research was conducted and as
a measurement tool survey questionnaire was used. It consisted factors of consumer behavior
while implicit and explicit attitudes towards food were examined by children. Research has
shown that parents are aware that they have the greatest impact on the nutrition of their
children at a young age and that they mostly buy driven by the desire to afford healthy food
for their children. Because they do not always succeed in that intention, they buy sweets for
their children as a reward for good behavior or in order to keep them quiet when shopping.
Aware of the importance of this topic for the future and health of children, it is of great
importance to detect influencing factors and educate parents and their children about the
importance of consuming healthy food products. The contribution of the work is manifested
in revealing the preferences of parents and attitudes of children in order to increase the
purchase and consumption of healthy food products with a beneficial impact on family health.

• Keywords: zdravi prehrambeni proizvodi; prehrana djece; utjecaj roditelja
• Keywords (english): healthy food products; children's nutrition; parental influence
• Language: croatian
• URN:NBN: urn:nbn:hr:148:405263
• 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 students and staff of home institution
• Created on: 2021-09-28 09:56:22