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2020, vol. 15, br. 1, str. 175-180
Determinante ponašanja potrošača prilikom izbora između punomasnog i obranog UHT mleka
aBrazilian Agricultural Research Corporation - Embrapa, Juiz de Fora, MG, Brazil
bFederal University of Juiz de Fora - UFJF, Juiz de Fora, MG, Brazil

e-adresakennya.siqueira@embrapa.br
Sažetak
U Brazilu se konzumira velika količina UHT mleka, ali malo se zna o faktorima koji utiču na odluku potrošača da odabere između punomasnog i obranog UHT mleka. Obzirom da potrošači predstavljaju jedan od glavnih pokretača na tržištu, važno je identifikovati faktore koji utiču na njihove obrasce ponašanja. Strukturirani upitnik je primenjen na 248 ljudi iz Juiz de Fora, u Brazilu. Model binarne logističke regresije korišćen je za analizu verovatnoće kupovine punomasnog ili obranog UHT mleka. Rezultati su pokazali da su prihod, starost i broj članova porodice u domaćinstvu glavne odrednice ponašanja potrošača prilikom izbora između punomasnog i obranog mleka. Veći prihodi, stariji ljudi i manji broj članova domaćinstva bili su povezani sa povećanom potrošnjom obranog mleka. Ovi rezultati bi mogli biti korisni za orijentaciju kampanja na lokalnom tržištu mleka i za logističku distribuciju proizvoda prema preferencijama potrošača.
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O članku

jezik rada: engleski
vrsta rada: kratki članak
DOI: 10.5937/sjm15-17051
objavljen u SCIndeksu: 09.06.2020.
metod recenzije: dvostruko anoniman
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