prikaz prve stranice dokumenta Marketing zdrave hrane i kupovne navike studenata u Republici Hrvatskoj
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master's thesis
Marketing zdrave hrane i kupovne navike studenata u Republici Hrvatskoj
2021. urn:nbn:hr:233:143013
Devčić, Morena
Edward Bernays University of Applied Sciences
Department of Public Relations

Cite this document

Devčić, M. (2021). Marketing zdrave hrane i kupovne navike studenata u Republici Hrvatskoj (Master's thesis). Zagreb: Edward Bernays University of Applied Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:233:143013

Devčić, Morena. "Marketing zdrave hrane i kupovne navike studenata u Republici Hrvatskoj." Master's thesis, Edward Bernays University of Applied Sciences, 2021. https://urn.nsk.hr/urn:nbn:hr:233:143013

Devčić, Morena. "Marketing zdrave hrane i kupovne navike studenata u Republici Hrvatskoj." Master's thesis, Edward Bernays University of Applied Sciences, 2021. https://urn.nsk.hr/urn:nbn:hr:233:143013

Devčić, M. (2021). 'Marketing zdrave hrane i kupovne navike studenata u Republici Hrvatskoj', Master's thesis, Edward Bernays University of Applied Sciences, accessed 22 January 2025, https://urn.nsk.hr/urn:nbn:hr:233:143013

Devčić M. Marketing zdrave hrane i kupovne navike studenata u Republici Hrvatskoj [Master's thesis]. Zagreb: Edward Bernays University of Applied Sciences; 2021 [cited 2025 January 22] Available at: https://urn.nsk.hr/urn:nbn:hr:233:143013

M. Devčić, "Marketing zdrave hrane i kupovne navike studenata u Republici Hrvatskoj", Master's thesis, Edward Bernays University of Applied Sciences, Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:233:143013

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Metadata
TitleMarketing zdrave hrane i kupovne navike studenata u Republici Hrvatskoj
AuthorMorena Devčić
MentorIvan Pakozdi (mentor)
GranterEdward Bernays University of Applied Sciences
(Department of Public Relations)
Zagreb
Defense date and country2021-07-21, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Public Relations
Abstract
Hrvatsko tržište u posljednje vrijeme preplavio je niz linija zdravih proizvoda koji se svojim prodajnim argumentima obraćaju većinom mlađoj populaciji, kako fizički aktivnoj populaciji i amaterskim ili profesionalnim sportašima koji kroz, primjerice, konzumaciju proizvoda s povećanim udjelom proteina nadograđuju svoja sportska nastojanja, tako i trendovski orijentiranim pojedincima koji bez aspiracija prema postizanju sportskih rezultata,ne oklijevaju probati proizvode s primjerice dodatnim proteinima ili smanjenom količinom šećera te se tako pokušavaju uklopiti u aktualni trend zdravijeg življenja. Međutim, upitno je koliko su proizvođači ovakvih proizvoda svojim marketinškim aktivnostima uspjeli na kupnju zainteresirati jedan poseban segment mlađih osoba, a to su studenti. Tržište zdrave hrane općenito zahtijeva visoku razinu ulaganja u razvoj samih proizvoda, a posebice u promotivne aktivnosti i edukaciju potrošača. S druge strane ovakvi proizvodi su često skuplji od standardnih proizvoda jer je i sama proizvodnja tih proizvoda skuplja. Studenti su pak specifična populacija za proučavanje kupovnih navika ovakvih proizvoda jer je njima često otežano zdravo se hraniti kako zbog cjelodnevnih obaveza vezanih za studij, tako i zbog činjenice da financijski još uvijek često ovise o roditeljskoj pomoći i imaju limitirane mjesečne budžete s kojima mogu raspolagati. U okviru ovog diplomskog rada analizirane su marketinške kampanje linija zdravih proizvoda (Dukat Fit proizvoda, Vindija protein proizvoda, Franck Protein Coffee kave, Kandit No Guilt čokolada, Ledo Highlife sladoleda i King Classic 30% less sugar sladoleda) putem osnovnih promotivnih tehnika i elemenata promocijskog miksa. Međutim, glavni cilj ovog rada je istražiti utjecaj marketinga zdrave hrane na formiranje kupovnih navika studenata u Republici Hrvatskoj. Za prikupljanje podataka korištena je kvantitativna metoda anketiranja, a kao instrument online anketni upitnik na uzorku od 145 redovnih studenata. Analizom rezultata je utvrđeno da većina studenata konzumira zdravu hranu nekoliko puta tjedno, ali nemaju povjerenje u oglase proizvođača zdrave hrane jer ne vjeruju njihovim marketinškim porukama. Najbitniji element prilikom kupnje zdrave hrane studenti su istaknuli kvalitetu proizvoda i cijenu, a preferiraju proizvode obogaćene proteinima, bez dodanog šećere i s niskim udjelom masti.
Abstract (english)
The Croatian market has recently been flooded with healthy food productswho address their sales arguments mostly to the younger population, both physically active population and amateur or professional athletes who through consumption of products with the addition of protein upgrade their sports efforts and trend-oriented individuals who do not hesitate to try that products without aspirations to achieve sports results but because they are trying to fit into the current healthy living trend.However, it is questionable if the producer of these products has managed to intereststudents,one special segment of younger people, with their marketing activities. The healthy food market generally requires a high level of investment in product development and especially in promotional activities, and consumer education. On the other hand, such products are often more expensive than standard products because the production of these products is more expensive. Students are a specific population for analyzing buying habits of healthy products because they often find it difficult to eat healthily due to student obligations as well as the fact that they are still financially dependent on parental financial support and have limited monthly budgets. Within the thesis, marketing campaigns of healthy product lines (Dukat Fit products, Vindija protein products, Franck Protein Coffee, Kandit No Guilt chocolate, Ledo Highlife ice cream, and King Classic 30% less sugar ice cream) were analyzed through basic promotional techniques and elements of the promotional mix. However, the main goal of this thesis is to investigate the impact of healthy food marketing on the formation of students shopping habits in the Republic of Croatia. A quantitative method used to collect data was an online survey and the sample is consists of 145 students. The analysis of the results found that most students consume healthy food several times a week, but do not trust the healthy food ads because they do not trust their marketing messages. The most important element when buying healthy food, students highlighted the quality of the product and price, and prefer products with the addition of protein, without added sugar and low in fat.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:233:143013
Study programmeTitle: Public Relations Management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni specijalist odnosa s javnošću (stručni specijalist odnosa s javnošću)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2024-12-31 16:34:22