20.500.12556/RUL-171276 Vrednotenje kriterijev, ki vplivajo na odločitve porabnikov pri nakupu živilskih izdelkov Evaluation of criteria that influence consumer decisions when purchasing food products Cilj raziskave je bil preučiti, kateri dejavniki vplivajo na odločitve slovenskih potrošnikov pri nakupu živilskih izdelkov in kako se ti razlikujejo glede na fazo nakupnega procesa. Raziskava je temeljila na anketnem vprašalniku in metodi analitičnega hierarhičnega procesa (AHP). Rezultati so pokazali, da so cena, kakovost, okus, zaloga doma in osebna priporočila ključni dejavniki, pri čemer njihova pomembnost variira glede na fazo nakupa. V fazi prepoznavanja potrebe so bili cenovni popusti in zaloga izdelkov doma najpomembnejši, še posebej pri hitro pokvarljivih izdelkih. Pri iskanju informacij so se potrošniki zanašali predvsem na digitalne vire in osebna priporočila, tradicionalni mediji pa so izgubili vpliv. V fazi ocenjevanja alternativ izstopata kakovost in cena, pri čemer je bil vpliv embalaže in blagovne znamke odvisen od kategorije izdelka. Pri sami nakupni odločitvi so bili najpomembnejši cena, razpoložljivost izdelka in enostavnost dostopa do prodajnega mesta. V fazi po nakupu se zaradi zvestobe blagovni znamki, zadovoljstva z izdelkom in možnosti vračila ali reklamacije kupci odločajo za ponovni nakup. Ugotovitve prispevajo k boljšemu razumevanju potrošniških navad in lahko koristijo tržnim strategijam podjetij v živilski industriji. The aim of the study was to investigate which factors influence the purchasing decisions of Slovenian consumers for food and how these factors vary in the different phases of the purchasing process. The research was based on a questionnaire survey and the analytic hierarchy process (AHP) method. The results showed that price, quality, taste, home stock and personal recommendations are key factors, with their importance varying depending on the purchasing stage. In the needs assessment phase, discounts and home stock were most important, especially for perishable products. In the information-seeking phase, consumers relied primarily on digital sources and personal recommendations, while traditional media lost influence. In the alternatives evaluation phase, quality and price played a central role, with the influence of packaging and brand depending on the product category. In the purchase decision phase, the most important factors were price, product availability and ease of access to the point of sale. In the post–purchase phase, brand loyalty, product satisfaction and the possibility of return or complaint played an important role in the repurchase decision. The results contribute to a better understanding of consumer habits and can be useful for marketing strategies in the food industry. nakupno odločanje proces potrošniki dejavniki vplivi živilski izdelki purchase decisions process consumers factors influences food products true false false Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-08-22 07:15:13 2025-08-22 07:15:23 2025-08-27 03:28:56 0000-00-00 00:00:00 2025 0 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 261154 246672643 50304.pdf 50304.pdf 1 78A13CDEA2659760E690E9FFB52AC174 d9c76a854671d1cc962a8c6062262ab9bc3eedbd49c3783cf2fb3391d0e56452 e907a75d-7f16-11f0-9328-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=214497 Biotehniška fakulteta 0 0 0