magistrsko delo
Laura Zuzzi (Author), Mojca Korošec (Reviewer), Aleš Kuhar (Mentor), Tomaž Požrl (Co-mentor)

Abstract

Za konkurenčnost podjetja na trgu je potrebno stalno spremljanje trendov v prehrani ter želje in potrebe potrošnikov. Vedenje potrošnikov in nakupna izbira predstavljata kompleksen splet vpliva kulturnih, socialnih, osebnostnih in psiholoških dejavnikov. Senzorične lastnosti izdelka so temelj potrošnikove ponovne izbire določenega izdelka in lojalnosti pri nakupu, vendar imajo velik vpliv tudi ekstrinzični dejavniki, od katerih je nepomembnejša blagovna znamka. V nalogi smo preučevali vpliv blagovne znamke testenin pri slovenskih potrošnikih. Ocenjevanje je bilo sestavljeno iz pričakovane kakovosti, slepega in informiranega senzoričnega ocenjevanja, vključen je bil tudi anketni vprašalnik o potrošnih in nakupovalnih navadah, ter sociodemografskih podatkih. S pomočjo statističnih analiz smo prišli do sklepov, da vpliv blagovne znamke na senzorično oceno testenin pri slovenskih potrošnikih obstaja pri petih od šestih vzorcev. Pri štirih od petih vzorcev je opaziti negativen vpliv, en vzorec pa kaže pozitiven vpliv ob poznavanju blagovne znamke. Preučevali smo tudi vpliv sociodemografskih podatkov na pogostost uporabe, pri katerih nismo našli statistično značilnih povezav, razen pri številu članov gospodinjstva. Anketiranci menijo, da so razlike v kakovosti med različnimi proizvajalci testenin večje, kot razlike med proizvajalčevo in trgovsko blagovno znamko, kar nakazuje na veliko zaupanje v trgovske blagovne znamke pri slovenskih potrošnikih.

Keywords

testenine;blagovna znamka;senzorična ocena;potrošniki;vedenje potrošnikov;nakupovalne navade;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UL BF - Biotechnical Faculty
Publisher: [L. Zuzzi]
UDC: 664.694:543.92:366.12
COBISS: 4966264 Link will open in a new window
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Downloads: 436
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Other data

Secondary language: English
Secondary title: ǂThe ǂeffect of brand names on sensory evaluation of durum pasta with Slovenian consumers
Secondary abstract: There is a great importance of following trends in food nutrition and listening to the wishes and needs of consumers. Consumer behaviour and purchase choice is a complex mix of cultural, social, personal and psychological factors. Sensory characteristics of a product are fundamental reasons for the choice and loyalty of product purchase, but there is also a great influence of extrinsic characteristics, of which the most important is a brand name. In this thesis, we studied the effect of brand names of pasta within Slovenian consumers. Evaluation consisted of expectation, blind and informed sensory evaluation and questionnaire about consuming and shopping habits and sociodemographic data. With statistical analysis, we concluded that there was a significant effect of brand name on the sensory score in five out of six samples. In four out of five samples, there was significant negative effect on knowing the brand name. Only one out of five samples showed positive effect of knowing the brand name. The effect of sociodemographic data on frequency of use of pasta was also studied. There was no significant difference between groups. Significance was shown only within number of family members. The consumers also think that there are bigger quality differences between different pasta manufacturers and smaller quality differences between the store brand and manufacturer brand. This shows the greater confidence in store brands within Slovenian consumer.
Secondary keywords: pasta;brand name;sensory evaluation;consumers;consumer behaviour;shopping habits;
Type (COBISS): Master's thesis/paper
Study programme: 0
Thesis comment: Univ. v Ljubljani, Biotehniška fak., Oddelek za živilstvo
Pages: X, 56 f., [38] f. pril.
ID: 10977285