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Utjecaj sociodemografskih obilježja potrošača na ponašanje u kupnji i konzumaciji kave

Author

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  • Naglić, Tatjana
  • Cerjak, Marija
  • Tomić, Marina

Abstract

Cilj ovog istraživanja je bio utvrditi ponašanje potrošača u kupnji i konzumaciji kave te njihovih motiva za konzumaciju. Anketno ispitivanje je provedeno na uzorku od 317 ispitanika. Rezultati istraživanja su pokazali da hrvatski potrošači kave najčešće kupuju kavu u supermarketima. Potrošači kave u Hrvatskoj nisu lojalni određenim vrstama kave pa će tako u slučaju da prilikom kupovine željena kava nije dostupna, kupiti neku drugu kavu. Ispitanici najčešće piju jednu šalicu ili jednu do dvije šalice kave dnevno, uglavnom u prijepodnevnim satima, pri čemu najčešće odabiru crnu ili „tursku“ kavu i espresso. Najčešći motiv za konzumaciju kave je navika, ali i pozitivni učinci kave na probavu, opće stanje i smirenje. Na temelju rezultata istraživanja preporuča se promidžba učinaka koje kava ima na ljudski organizam, kao i povećanje dostupnosti kave na mjestima kupovine i konzumacije kave. Također, potrošače koji nemaju jasno izrađene preferencije prema uobičajenim napitcima, potrebno je privući agresivnijim promotivnim kampanjama. Dobiveni rezultati značajni su za proizvođače i distributere u svrhu predviđanja budućih kretanja na tržištu te kreiranja njihovih marketinških strategija.

Suggested Citation

  • Naglić, Tatjana & Cerjak, Marija & Tomić, Marina, 2014. "Utjecaj sociodemografskih obilježja potrošača na ponašanje u kupnji i konzumaciji kave," Agroeconomia Croatica, Croatian Society of Agricultural Economists, vol. 4(1), pages 1-8, July.
    • Handle: RePEc:ags:csaeac:208115
    DOI: 10.22004/ag.econ.208115
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    Agribusiness;

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