magistrsko delo
Robert Šmid (Author), Damijan Mumel (Mentor)

Abstract

V magistrski nalogi smo analizirali skupine porabnikov čipsa z namenom ugotoviti, kako so si podobni, v čem se razlikujejo ter kako se odzivajo na nove izdelke. Raziskovali smo podobnosti in razlike med njimi glede na demografske podatke, življenjski slog, stališča porabnikov o klasičnem čipsu in čipsu, pripravljenem v pečici, podatke o količini porabe in pomenu zdrave prehrane za skupine porabnikov čipsa. Po preučitvi domače in tuje literature s področja vedenja porabnikov in razvoja novih izdelkov smo uporabili še strokovne vire s področja proizvodnje čipsa, pretekle raziskave obnašanja porabnikov čipsa in podatke o slanih prigrizkih v Sloveniji in po svetu. Empirični del naloge na podlagi teoretičnih in praktičnih spoznanj raziskuje razlike in podobnosti med njimi. Osnovo za raziskavo predstavlja anketa, s katero smo zbrali demografske podatke, način življenjskega sloga, stališča anketirancev o lastnostih klasičnega čipsa in čipsa, pripravljenega v pečici, podatke o količini porabe in pomenu zdrave prehrane za njih. Dobljene podatke smo s pomočjo statističnih metod za obdelavo podatkov obdelali in z dobljenimi rezultati preverili na začetku raziskave postavljene hipoteze. S pomočjo ugotovitev raziskave smo določene zastavljene hipoteze potrdili, druge delno potrdili, nekatere pa smo zavrnili. Ugotovili smo, da je dejavnik spola zelo pomemben, saj v skupini porabnikov čipsa iz pečice prevladujejo ženske, nasprotno so večinski porabniki klasičnega čipsa moški. Raziskava je pokazala številčno največ porabnikov v starostnem razredu od 40 do 49 let z doseženo srednjo in visoko izobrazbo. S preverjanjem načina preživljanja prostega časa smo ugotovili, da so porabniki čipsa iz pečice v prav vseh naštetih načinih preživljanja prostega časa bolj aktivni. Pogostost spremljanja medijev in uporabe družabnih omrežij je pokazala, da kupci čipsa iz pečice večinoma pogosteje uporabljajo družabna omrežja. Merili smo porabniška stališča do obeh vrst čipsa. Večina porabnikov čipsa iz pečice ga ocenjuje kot zdravega, nasprotno pa porabniki klasičnega čipsa tega ocenjujejo kot škodljivega. V delu raziskave porabe količine čipsa smo ugotovili, da so porabniki klasičnega čipsa večji porabniki. V zadnjem delu raziskave so pričakovano največji pomen zdravi prehrani namenili porabniki čipsa iz pečice. Z nalogo smo dobili odgovore na zastavljena vprašanja in predstavili vpliv izdelkov na porabnike. Z analizo različnih dejavnikov smo ugotovili, da so nekatere skupine porabnikov bolj dovzetne za nove izdelke, druge manj, nekatere skupine pa jih ne sprejmejo. Ugotovitve kažejo velik pomen obnašanja porabnikov, zato jih morajo podjetja podrobno spremljati, analizirati in pri razvoju novih izdelkov in komunikacijskih poti upoštevati za uspešno poslovanje.

Keywords

kupci;porabniki;vedenje porabnikov;prigrizki;novi proizvodi;primerjalna analiza;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [R. Šmid]
UDC: 658.89(043.2)
COBISS: 12424476 Link will open in a new window
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Other data

Secondary language: English
Secondary title: Comparative analysis of buyers of different types of savoury snacks
Secondary abstract: The thesis is based on analysis of consumer groups of chips with the intention to find out their similarities, differences, and how they react to new products. We investigated similarities and differences between different groups regarding demographics, lifestyle, consumers’ perceptions about the characteristics of classic and oven baked chips, the data on consumed amount of chips, and the meaning of healthy diet for the chips consumer groups. After the analysis of the local and foreign literature covering consumers’ behaviour and new products development, we also used expert sources from the area of chips manufacturing, conducted researches of chips consumers’ behaviour, and information on savoury snacks in Slovenia and abroad. The empirical section of the work investigates differences and similarities between them based on the theoretical and practical findings. The basis for the research presents a survey, with which we have collected demographic data, lifestyle data, consumers’ perceptions about characteristics of classic and oven baked chips, information on the amount of consumed chips, and a meaning of healthy diet for them. We have processed the obtained data with statistical methods for processing data, and examined the obtained results at the beginning of the research with the hypotheses. With the help of the research findings, we have confirmed some of the set up hypotheses, others were partially confirmed, and some were rejected. We have found out that gender is very important, because the group of oven baked chips consumers is dominated by females, and on the contrary, the majority of the classic potato chips consumers are male. The survey showed the highest number of consumers is in the age group from 40 to 49 years old with completed secondary or university education. By checking the lifestyle, we have found out that the oven baked chips consumers are in all examined ways of spending free time more active. The frequency of the media monitoring and use of social networks have showed that the oven baked chips buyers mainly use social networks more often. We have measured the consumers’ perception of the both types of chips. Most of the oven baked chips consumers considered it healthy, and inversely, most of the classic potato chips consumers see it as harmful. In the part of the research dealing with the consumed amounts of chips, we have found out that the classic potato chips consumers consume more chips than others. In the last part of the study, the oven baked chips consumers emphasized a higher importance of a healthy diet than the classic chips consumers. In the master’s thesis we have got answers to the presented questions and showed the impact of products on consumers. By analysing various factors, we have established that some groups of consumers are more perceptive to new products than others, and that some of the groups do not accept new products. The findings indicate a great importance of consumers’ behaviour, so the companies have to closely monitor and analyse them, when developing new products and communication channels for a successful business development.
Secondary keywords: chips;savoury snacks;
URN: URN:SI:UM:
Type (COBISS): Master's thesis
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: VII, 79 str.
ID: 9136982