Uloge obilježja potrošača vezana uz cijenu i percipirane kvalitete proizvoda u sklonosti roditelja na plaćanje više cijene za bio prehrambene proizvode za djecu

master's thesis

• Title (english): The role of consumer characteristic related to price and perceived product quality on parents willingness to pay higher prices for bio food products for children
• Author: Nina Mamić
• Mentor: Sandra Horvat (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-07-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U posljednjem desetljeću bilježi se znatan porast interesa potrošača za bio prehrambene
proizvode. Među tim potrošačima nalaze se i roditelji koji traže kvalitetne alternative za
konvencionalne prehrambene proizvode namijenjene djeci. Nedostatak slobodnog vremena, i
život u gradovima onemogućili su obiteljima uzgoj vlastite domaće hrane što ih je prisililo na
kupovinu prehrambenih proizvoda u prodavaonicama. Upravo zato, sve više trgovačkih
lanaca uvodi bio proizvode, poput svježih namirnica s bio certifikatima ili bio industrijski
prerađene hrane poput dječjih kašica. Potrošači često hranu označenu bio certifikatom vide
kao kvalitetniju u odnosu na konvencionalnu hranu. No uz više pogodnosti koje nudi, veže se
i viša cijena. Na spremnost potrošača na plaćanje više cijene utječu obilježja potrošača
vezana uz cijenu kao što su cjenovna osjetljivost te percepcija odnosa cijene i kvalitete kao i
percipirana kvaliteta proizvoda. U radu se navedena obilježja u kontekstu bio prehrambenih
proizvoda za djecu. Cilj diplomskog rada je utvrditi jesu li roditelji spremni platiti višu cijenu
za bio prehrambene proizvode namijenjene djeci, te koju ulogu pri tome imaju obilježja
potrošača vezana uz cijenu i percipirana kvaliteta proizvoda, fokusirajući se na dvije
kategorije bio prehrambenih proizvoda: svježi bio prehrambeni proizvodi te industrijski
prerađena dječja bio hrana. U svrhu ispunjavanja postavljenog cilja rada, provedeno je
istraživanje putem anketnog upitnika na uzorku od 176 ispitanika. Rezultati istraživanja za
kategoriju svježih bio prehrambenih proizvoda ukazuju na visoku spremnost roditelja na
plaćanju više cijene. Roditelji su iskazali nisku razinu cjenovne osjetljivosti uz relativno
nisku razinu percipiranog odnosa cijene i kvalitete te srednje ka visokoj razini percipirane
kvalitete za danu kategoriju. Kod industrijski prerađene kategorije bio prehrambenih
proizvoda situacija je nešto drugačija. Naime, roditelji su iskazali srednju razinu spremnosti
na plaćanje više cijene, iako im je ocjena cjenovne osjetljivost za ovu kategoriju relativno
niska. Na nižu razinu spremnosti ka plaćanju više cijene za ovu kategoriju ulogu je imao
relativno nisko ocjenjen odnos cijene i kvalitete te srednja razina percipirane kvalitete
industrijski prerađenih proizvoda. Drugim riječima, iako su roditelji pokazali relativno niske
razine cjenovne osjetljivosti za obje promatrane kategorije proizvoda, različite razine
percipiranog odnosa cijene i kvalitete te sama percipiranu kvaliteta proizvoda imale su ulogu
kod roditelja da iskažu različite spremnosti ka plaćanju više cijene za bio prehrambene
proizvode namijenjene djeci.

Abstract (english)

The last decade has seen a significant increase in consumer interest in bio food products.
Among consumers of bio products are parents who are looking for a quality alternative to
conventional food products intended for children. Lack of free time and living in cities made
it impossible for families to grow their own home-made food and forced them to buy
groceries in stores. That is why more and more retail chains are introducing bio products,
such as fresh foods with bio certificates or bio industrial processed foods such as baby food.
Consumers often see bio-certified food as higher quality alternative compared to
conventional food. But with more benefits comes a higher price. Consumer willingness to
pay a higher price is influenced by consumer characteristics related to price, such as price
sensitivity and the perception of the relationship between price and quality, and the
perception of product quality itself. The paper studies these constructs in the context of bio
food products for children. The aim of the thesis is to determine whether parents are willing
to pay a higher price for bio food products intended for children, and what role consumer
characteristics related to price and perceived product quality play, focusing on two categories
of bio food products: fresh bio food and industrial processed baby bio food. In order to meet
the set goal, a survey was conducted through a questionnaire on a sample of 176 respondents.
The results of the research for the category of fresh organic food products indicate a high
willingness to pay higher price. Parents showed a low level of price sensitivity despite the
relatively low level of price-quality ratio and the medium to high level of perceived quality
for a given category. The situation with the industrially processed food products was
somewhat different. Namely, parents showed a low level of willingness to pay a higher price,
although their assessment of price sensitivity for this category is relatively low. The low level
of willingness to pay a higher price was influenced by the low-rated price-quality ratio and
the poor perceived quality for the industrially processed products. In other words, although
parents showed relatively low levels of price sensitivity for both observed product categories,
differently assessed levels of perceived product quality, and the price-quality relationship
itself, influenced parents to show different willingness to pay more for bio foods.

• Keywords: obilježja potrošača vezana uz cijenu proizvoda; percepcija kvalitete proizvoda; tržište bio prehrambenih proizvoda u Hrvatskoj
• Keywords (english): consumer characteristics related to product price; perception of product quality; market of bio food products in Croatia
• Language: croatian
• URN:NBN: urn:nbn:hr:148:645888
• 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: 2022-07-15 09:42:00