20.500.12556/RUL-160535 Proces sprejemanja nakupnih odločitev mamic pri nakupu otroške hrane in prehranskih dodatkov diplomsko delo The decision-making process of mothers when purchasing baby food and dietary supplements Diplomsko delo obravnava proces sprejemanja nakupnih odločitev mamic pri nakupu hrane in prehranskih dodatkov. Študije iz tujine kažejo, da na sprejemanje odločitev o tem, kateri prehrambni izdelek bodo mame kupile za svojega otroka, vplivajo raznoliki, predvsem neekonomski dejavniki, povpraševanje po tovrstnih izdelkih pa je vse večje. Literatura kaže tudi na potrebo po poglobljenem razumevanju nakupnih odločitev in motivov skozi različne faze nakupnega procesa. Ker raziskav, ki bi se poglobile v razumevanje nakupnega procesa mamic pri izbiri prehrambnih izdelkov za otroke, v Sloveniji ni, si v nalogi zastavim naslednje raziskovalno vprašanje: Kako in na podlagi česa se mamice po rojstvu prvega otroka odločajo za nakup otroške hrane in prehranskih dodatkov ter kateri so tisti dejavniki, ki mame v posamezni fazi nakupnega procesa motivirajo k nakupu in kaj je tisto, kar jih od določenih izbir odvrača. Proces sprejemanja nakupnih odločitev preučim skozi faze modela odločitvene poti potrošnika. Na raziskovalno vprašanje odgovorim s pomočjo kvalitativne metode raziskovanja, in sicer opravim 8 poglobljenih intervjujev z mamicami, ki se prvič srečujejo z nakupovanjem otroške hrane in prehranskih dodatkov. Raziskava pokaže, da dajo intervjuvane mamice pri izbiri prehrambnih izdelkov za otroke v večji meri prednost neekonomskim dejavnikom, kot so kakovost in všečnost izdelka prav tako pa bodo nakupe ponavljale, v kolikor bodo z izdelkom zadovoljne tako otroci kot one. Poleg tega raziskava pokaže tudi, da preučevane mamice kupujejo že pripravljeno otroško hrano kot dodatek k osnovni, doma pripravljeni hrani in jim kupljena otoška hrana predstavlja izhod v sili. The thesis examines the decision-making process of mothers when purchasing food and dietary supplements. Studies from abroad indicate that various, primarily non-economic factors influence mothers' decisions on which food products to buy for their child, and the demand for such products is increasing. The literature also highlights the need for a deeper understanding of purchasing decisions and motivations through the different stages of the buying process. Since there are no studies in Slovenia that delve into the understanding of mothers' purchasing processes when choosing food products for their children, this thesis poses the following research question: How and on what basis do mothers decide to purchase baby food and dietary supplements after the birth of their first child, and what are the factors that motivate them to buy during each stage of the buying process, as well as what deters them from certain choices? The decision-making process is examined through the stages of the consumer decision journey. The research question is answered using a qualitative research method, specifically by conducting 8 in-depth interviews with mothers who are purchasing baby food and dietary supplements for the first time. The research shows that the interviewed mothers primarily prioritize non-economic factors, such as the quality and appeal of the product, when choosing food products for their children, and they are likely to repeat purchases if both they and their children are satisfied with the product. Additionally, the research reveals that the studied mothers purchase pre-prepared baby food as a supplement to basic, homemade food, with purchased baby food serving as an emergency option. otroška hrana proces nakupnega odločanja mame prvorodke neekonomski dejavniki kakovost baby food decision-making process first-time mothers non-economic factors quality true true false P. Benko Slovenski jezik Angleški jezik Diplomsko delo/naloga 2024-08-30 08:30:30 2024-08-30 08:30:35 2024-09-11 14:28:15 0000-00-00 00:00:00 2024 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (55 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366: 613.22(043.2) 165680 207169795 14866.pdf 14866.pdf 1 EA4506556E77DF37E86DD5CCA7F21FA9 dde3d6325e824b00538602700653f0a0385e3c165c57be77d1964f2502e12458 209ee7e6-6699-11ef-8f74-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=189262 Fakulteta za družbene vede 0 0 0