20.500.12556/RUL-107795 Vpliv porekla in z njim povezanih dejavnikov na zaznano vrednost sveže zelenjave Influence of origin and related attributes on the perceived value of fresh vegetables Trend porabe sveže zelenjave je zadnjih nekaj let naraščajoč. Kljub temu potrošniki v Sloveniji in svetu glede na priporočila zauživajo premajhne količine sveže zelenjave. Sodobni potrošniki so vedno bolj ozaveščeni in seznanjeni s pomenom zdravega življenjskega sloga, kamor sodi tudi primerna prehrana. Na nakupno obnašanje vplivajo trženjski in drugi zunanji dražljaji ter značilnosti kupca. Percipirana kakovost temelji na individualni zaznavi stopnje do katere je specifični proizvod ali storitev zadovoljil potrebe potrošnika. Glede na pregledano literaturo so potrošniki pri nakupu sveže zelenjave pozorni predvsem na svežino in videz, poreklo, skrb za lokalno gospodarstvo ter ceno. Cilj magistrske naloge je bil raziskati nakupne in potrošne navade vzorca slovenskih potrošnikov. Z izbranimi statističnimi metodami so raziskane povezave med poreklom izdelka in z njim povezanimi atributi. Raziskava je bila izvedena s spletno anketo, ki smo jo oblikovali s standardiziranimi merskimi lestvicami – PERVAL, Food choice questionnaire in Food related lifestyle. Z analizo zastavljenih hipotez smo ugotovili, da poreklo potrošniku ni najpomembnejši dejavnik nakupne izbire sveže zelenjave, kljub temu da statistično značilno vpliva na nakup. Sociodemografski dejavniki in potrošnikov odnos do zdravja ne vplivata na pogostost zauživanja sveže zelenjave. Rezultati so pokazali, da anketiranci najpogosteje kupujejo solate, paradižnik in papriko. Nakup najpogosteje opravijo v supermarketih in hipermarketih. Najpomembnejša dejavnika nakupne izbire pri vzorcu sta videz in svežina. The trend of fresh vegetable consumption has been increasing in recent years. Nevertheless, consumers in Slovenia and in the world consume insufficient amounts of fresh vegetables in comparison with recommendations. Modern consumers are becoming increasingly aware of the importance of a healthy lifestyle, including the right diet. Purchasing behavior is influenced by marketing and other external stimuli along with customer characteristics. Perceived quality is based on the individual perception of the degree to which a specific product or service meets the needs of the consumer. According to the reviewed literature, when purchasing fresh vegetables, consumers pay particular attention to freshness and appearance, origin, concern for the local economy and the price. The aim of this master's thesis was to research the buying and consumption habits of a sample of Slovenian consumers. Using selected statistical methods, we researched the link between the product's origin and the associated attributes. The survey was conducted with a web survey, which was developed with standardized measurement scales - PERVAL, Food choice questionnaire and Food related lifestyle. By analyzing the hypotheses, we found that the origin is not the most important factor in purchasing choices of fresh vegetables, although it has a statistically significant effect on the purchase. Sociodemographic factors and consumer attitudes towards health do not affect the intake frequency of fresh vegetables. The results showed that respondents buy mostly salads, tomatoes and peppers. Consumers usually buy vegetables in supermarkets and hypermarkets. Appearance and freshness of fresh vegetables are the most important factors in purchasing choices for consumers. potrošniki vedenje nakupni dejavniki zelenjava poreklo zaznana vrednost ankete consumers behaviour purchase decisions vegetables origin perceived value surveys true false false Slovenski jezik Angleški jezik Magistrsko delo/naloga 2019-05-26 07:45:18 2019-05-26 07:45:21 2022-08-19 03:51:02 0000-00-00 00:00:00 2019 0 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1970-01-01 163754 4223112 6977.pdf 6977.pdf 1 1D78D59E95E1B1293BDEBE30086192E7 11ea17a8eb939912c54e84f668098491c6da92871088d84451812d4c3d64492e 8380158b-a1b6-11eb-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=118680 Biotehniška fakulteta 0 0 0