PONAŠANJE STUDENATA SVEUČILIŠTA U SPLITU PRILIKOM DONOŠENJA ODLUKE O KUPNJI HRANE : Diplomski rad

Abstract

Problem istraživanja ovog rada odnosi se na ekonomske i sociodemografske aspekte koji utječu na ponašanje potrošača prilikom donošenja odluke u kupnji hrane. U svrhu prikupljanja podataka provedeno je online anketno ispitivanje na uzorku od 146 studenata Sveučilišta u Splitu o njihovim prehrambenim navikama. Kako bi se provelo istraživanje, analizirali rezultati te u konačnici donijeli zaključci, definirano je pet istraživačkih hipoteza. Rezultati istraživanja pokazali su da su okus i miris najvažnija obilježja hrane za ispitanike, odnosno da cijena nije najvažniji čimbenik koji utječe na odluku studenata pri kupnji hrane te da studenti s višim mjesečnim džeparcem ne konzumiraju češće brzu hranu u odnosu na studente s nižim mjesečnim džeparcem. Istraživanjem je utvrđena povezanost između učestalosti konzumiranja brze hrane i stručne spreme roditelja u smislu da studenti čiji roditelji imaju višu razinu obrazovanja manje konzumiraju brzu hranu. Dob utječe na učestalost konzumiranja brze hrane, odnosno stariji studenti rjeđe konzumiraju brzu hranu u odnosu na mlađe studente. Rezultati su pokazali da tip smještaja također utječe na učestalost konzumiranja brze hrane te da studenti koji žive u studentskom domu najčešće konzumiraju brzu hranu, dok je kod studenata koji žive s obitelji i u iznajmljenom stanu u privatnom smještaju zabilježena najrjeđa konzumacija brze hrane.The problem of this paper is related to economic and sociodemographic aspects that affect the behavior of consumers when deciding on buying food. For the purpose of data collection, an online survey was conducted on a sample of 146 University of Split's students about their eating habits. In order to conduct the research, analyze the results and ultimately reach conclusions, five research hypotheses have been defined. The research results have shown that taste and smell are the most significant characteristics of food for the responders, that is, the price is not the most important factor that affect the decision of students when deciding on buying food and that students with higher monthly allowance don't consume fast food more often than students with lower monthly allowance. The study has shown a connection between the frequency of eating fast food and the respondents' parents' level of education, in the sense that students whose parents haved higher level of education consume fast food less frequently. Age influences the frequency of fast food consumption, that is, older students are less likely to consume fast food than younger students. The results showed that the type of accommodation also affects the frequency of fast food consumption, and that students who are living in a dorm most often consume fast food, while student who are living with family and in rented apartments in private accommodation have the least frequent fast food consumption