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2014, vol. 45, br. 2, str. 139-146
Specifičnosti segmentacije tržišta prehrambenih proizvoda
Univerzitet u Novom Sadu, Ekonomski fakultet, Subotica

e-adresaagrubor@ef.uns.ac.rs
Ključne reči: segmentacija tržišta; prehrambeni proizvodi; Model totalnog kvaliteta hrane; stil života
Sažetak
Brojna marketing istraživanja profila potrošača prehrambenih proizvoda koriste različite osnove i deskriptore tržišnih segmenata što je, između ostalog, razlog izrazite neusaglašenosti njihovih rezultata. U okviru nastojanja da se istraži ponašanje potrošača prehrambenih proizvoda i izaberu adekvatne osnove za segmentaciju tržišta tih proizvoda nastaju Model totalnog kvaliteta hrane i segmentacija tržišta zasnovana na stilu života u vezi sa ishranom. Navedeni model se sastoji iz dve dimenzije: horizontalne (koja se odnosi na vreme i procenu kvaliteta pre i posle kupovine) i vertikalne (koja se odnosi na veze između oznake kvaliteta, njegovih dimenzija i kupovnih motiva). Model identifikuje determinante koje motivišu potrošače da radije kupuju jedan u odnosu na drugi proizvod kroz 4 dimenzije kvaliteta: ukus, zdravlje, ugodnost i karakteristike proizvodnog procesa. Potrošači se međusobno razlikuju po tome kakav relativan značaj daju ovim dimenzijama i kako zaključuju o njima iz raspoloživih oznaka kvaliteta; kako kupuju tj. kako su izloženi pojedinim oznakama kvaliteta; kakve su im navike vezane za pripremu i konzumiranje obroka tj. kako stiču iskustvo o kvalitetu tokom konzumacije; kao i na osnovu toga koji motivi ih pokreću pri izboru hrane i na osnovu percepcije kvaliteta tj. na osnovu stila života u vezi sa ishranom. U ovom radu je, takođe, predstavljen instrument segmentacije tržišta zasnovane na stilu života i navikama u vezi sa ishranom i opisana je primena ovog instrumenta u različitim zemljama.
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O članku

jezik rada: srpski
vrsta rada: pregledni članak
DOI: 10.5937/markt1402139G
objavljen u SCIndeksu: 06.08.2014.