PRIMERJAVA VPLIVA NAKUPNIH DEJAVNIKOV PRI IZBIRI PIŠČANČJEGA MESA MED SLOVENIJO IN ALBANIJO - Krasnić, Albert (2016)
Proizvodna podjetja danes delujejo v zelo dinamičnem okolju, kjer se v boju s konkurenco morajo truditi za naklonjenost slehernega kupca. Slednji so vpeti v poslovanje podjetja kot nikoli prej. Informacije o podjetju in njegovih izdelkih pridobivajo na spletnih straneh podjetja, preko družabnih omrežij, QR kod, s katerimi so izdelki opremljeni, skratka spremljajo vsaki korak podjetja in napak zlahka ne oprostijo. Porabniki postajajo čedalje bolj ozaveščeni glede sestavin izdelka in v želji za zdravim prehranjevanjem skrbno pazijo, kaj kupujejo. Zato morajo podjetja poznati nakupne navade svojih ciljnih skupin porabnikov še preden začnejo razvijati izdelke za zadovoljevanje njihovih potreb, saj jim bo to zagotovilo dolgoročen obstoj na trgu. V magistrski nalogi s pomočjo tuje in domače znanstvene in strokovne literature uvodoma predstavimo potek nakupnega procesa, opredelimo vrste nakupnega odločanja ter podrobneje opišemo dejavnike, ki vplivajo na nakupno odločitev porabnikov piščančjega mesa. Za namen raziskave se predelimo za pet nakupnih dejavnikov, ki jih podrobneje preučimo, saj na osnovi lastnih dolgoletnih izkušenj na področju trženja perutninskega mesa in izdelkov menimo, da so le-ti dejavniki najbolj relevantni za našo raziskavo. Izbrane nakupne dejavnike: ceno, kakovost, državo porekla, embalažo in rok trajanja smo predstavili v poglavju 3.6 in s pomočjo opravljenih raziskav iz tega področja ocenili njihov vpliv na nakupno odločanje porabnikov prehrambnih izdelkov. Ker smo želeli ugotoviti pomembnost obravnavanih dejavnikov pri nakupnem odločanju porabnikov piščančjega mesa, smo izvedli kvantitativno raziskavo na primeru dveh držav. Odločili smo se za državo z višjim življenjskim standardom, članico EU, in državo z nižjim življenjskim standardom, ki jo uvrščamo med tretje države. V model raziskave smo vključili porabnike piščančjega mesa iz Slovenije in Albanije. Raziskavo smo omejili na prestolnici obravnavanih držav in jo izvedli s pomočjo vprašalnika na priložnostnem vzorcu porabnikov v sklopu nakupovalnih centrov v času izvajanja degustacij/promocij. Vzorec nam predstavljajo osebe od 18 do 65 let, zajel pa je 200 raziskovalnih enot, od teh po 100 iz vsake države. Za potrebe raziskave smo postavili pet hipotez. Rezultati raziskave pokažejo večjo pomembnost cene med albanskimi porabniki piščančjega mesa, saj so zaradi nižjega družinskega budžeta cenovno bolj občutljivi. Izkazalo se je, da je tudi kakovost pomembnejša za albanske porabnike piščančjega mesa, saj le-ti zaradi poplave nizkocenovnega piščančjega mesa vprašljive kakovosti pred nakupno odločitvijo skrbno preučijo alternative. Pri ugotavljanju pomembnosti za nakupni dejavnik poreklo piščančjega mesa smo pridobili podatke, ki ukazujejo na večjo pomembnost tega dejavnika med slovenskimi porabniki piščančjega mesa, saj si slovenski porabniki zaradi večje osveščenosti želijo kupovati kontrolirano meso domačega porekla. Pridobljeni podatki za nakupni dejavnik embalaža razkrivajo nekoliko nižjo pomembnost tega dejavnika pri slovenskih porabnikih, saj ti bolj kot sami privlačnosti embalaže pozornost posvečajo interaktivnemu odnosu s podjetjem v obliki direktnih sporočil, ki jih podjetje preko embalaže sporoča. Nazadnje smo ugotavljali pomembnost nakupnega dejavnika rok trajanja, pri katerem se je izkazalo, da so bila naša predvidevanja pravilna, saj je ta dejavnik pomembnejši za slovenske porabnike piščančjega mesa. Slovenski porabniki so bolj ozaveščeni nakupovalci piščančjega mesa in skladno s tem tudi bolj pozorni na rok trajanja izdelka. Na osnovi ugotovitev iz opravljene raziskave pomembnosti nakupnih dejavnikov pri izbiri piščančjega mesa smo izdelali zasnovo strategije trženja piščančjega mesa. Menimo, da smo s pridobljenimi podatki odgovorili na vsa zastavljena vprašanja in da pričujoča raziskava predstavlja dober prispevek k razumevanju nakupnega vedenja slovenskih in albanskih porabnikov piščančjega mesa. Today, production companies are operating in a very dynamic environment, where, struggling with competitors, must strive for the affection of every each buyer which are involved into the company's business operations more than ever. They acquire the information about the company and its products through company’s internet pages, social networks, QR codes provided on the products, in short, they accompany each company’s step and do not pardon errors easily. The consumers are more and more familiarized with the product’s ingredients, they are taking care of what they are buying in pursuit of healthy food. Therefore, the companies need to be familiar with the habits of their target consumer groups before starting to develop products for the satisfaction of their needs in order to long-term persistence on the market. In the introduction of the master thesis the purchasing process is presented by means of foreign and domestic scientific and technical literature, the types of purchase decisions are defined and the factors affecting the purchasing decision of chicken meat buying are described in detail. Five purchasing factors have been selected and studied in detail which were found most relevant for our research, according to our own longstanding experience in poultry meat and products marketing. The selected purchasing factors: price, quality, country of origin, product packaging and shelf life were presented in chapter 3.6 and their influence on the buying decisions of consumers of food products was assessed by means of relevant researches. In order to establish the importance of considered factors for the buying decisions making of chicken meat consumers, a quantitative research was performed on the example of two countries. We decided for a country with higher living standard, EU member and a country with lower living standard classified as a third-world country. The research model included the consumers of chicken meat from Slovenia and Albania. The research was limited to two capitals of the concerned countries and was performed by way of a questionnaire on an occasional sample of consumers at the shopping centres during the tasting/promotion. The sample included the persons aged from 15 to 65 years and covered 200 research units, 100 from each country. For the purpose of the research five hypotheses were assumed. The research results have witnessed a higher importance of the price among Albanian consumers of chicken meat, as they are more sensitive to the price due to lower family budgets. It turned out that the quality as well is more important for the Albanian chicken meat consumers, who carefully examine alternatives prior to the purchase decision due to the flood of low-price chicken meat of contestable quality. Furthermore we found a higher importance of the factor country of origin among Slovenian consumers of chicken meat, as they due to higher awareness want to buy controlled meat of domestic origin. The gained information for the purchasing factor of the product packaging reveal a lower importance of that factor among Slovenian consumers, since they pay bigger attention to interactive relation to the company in the form of direct messages imparted through the packaging as for the packaging attractiveness. At the end, the importance of the purchasing factor of shelf life was established where our presumptions were found to be true, since that factor is more important for the Slovenian consumers of chicken meat. Slovenian consumers are more conscious buyers of chicken meat and, consequently, pay greater attention to the product shelf life. Based on the findings of the performed research of buying factors importance for chicken meat, the concept of the chicken meat marketing strategy was made. In our opinion, the gathered information answered all posed questions and the research represents a good contribution to understanding the purchase behaviour of Slovenian and Albanian chicken meat consumers.