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The impact of socio-demographic characteristics on consumer buying behavior and consumption of coffee

Tatjana Naglić ; 30 svibnja 8, 10432 Bregana
Marija Cerjak   ORCID icon orcid.org/0000-0003-0696-4364 ; Sveučilište u Zagrebu, Agronomski fakultet, Zavod za marketing u poljoprivredi, Svetošimunska 25, Zagreb, Hrvatska
Marina Tomić ; Sveučilište u Zagrebu, Agronomski fakultet, Zavod za marketing u poljoprivredi, Svetošimunska 25, Zagreb, Hrvatska

Puni tekst: hrvatski, pdf (255 KB) str. 8-15 preuzimanja: 1.485* citiraj
APA 6th Edition
Naglić, T., Cerjak, M. i Tomić, M. (2014). Utjecaj sociodemografskih obilježja potrošača na ponašanje u kupnji i konzumaciji kave. Agroeconomia Croatica, 4 (1), 8-15. Preuzeto s https://hrcak.srce.hr/125549
MLA 8th Edition
Naglić, Tatjana, et al. "Utjecaj sociodemografskih obilježja potrošača na ponašanje u kupnji i konzumaciji kave." Agroeconomia Croatica, vol. 4, br. 1, 2014, str. 8-15. https://hrcak.srce.hr/125549. Citirano 31.07.2021.
Chicago 17th Edition
Naglić, Tatjana, Marija Cerjak i Marina Tomić. "Utjecaj sociodemografskih obilježja potrošača na ponašanje u kupnji i konzumaciji kave." Agroeconomia Croatica 4, br. 1 (2014): 8-15. https://hrcak.srce.hr/125549
Harvard
Naglić, T., Cerjak, M., i Tomić, M. (2014). 'Utjecaj sociodemografskih obilježja potrošača na ponašanje u kupnji i konzumaciji kave', Agroeconomia Croatica, 4(1), str. 8-15. Preuzeto s: https://hrcak.srce.hr/125549 (Datum pristupa: 31.07.2021.)
Vancouver
Naglić T, Cerjak M, Tomić M. Utjecaj sociodemografskih obilježja potrošača na ponašanje u kupnji i konzumaciji kave. Agroeconomia Croatica [Internet]. 2014 [pristupljeno 31.07.2021.];4(1):8-15. Dostupno na: https://hrcak.srce.hr/125549
IEEE
T. Naglić, M. Cerjak i M. Tomić, "Utjecaj sociodemografskih obilježja potrošača na ponašanje u kupnji i konzumaciji kave", Agroeconomia Croatica, vol.4, br. 1, str. 8-15, 2014. [Online]. Dostupno na: https://hrcak.srce.hr/125549. [Citirano: 31.07.2021.]

Sažetak
The aim of this study was to determine the consumers’ buying and consumption behavior of coffee as well as their motives for consumption of coffee. The survey was conducted on a sample of 317 respondents. The results showed that Croatian consumers usually bought coffee in the supermarkets. Croatian coffee consumers aren’t loyal to certain types of coffee. In the case when preferred coffee is not available, they will buy another coffee. Respondents mostly drink one cup or one to two cups of coffee per day, mostly in the morning, when they usually choose black or “Turkish” coffee and espresso. The most common motive for the consumption of coffee is a habit, but also the positive effects of coffee on digestion, general condition and appeasement. Based on the survey results, it is recommended to promote effects that coffee has on the human body, as well as increasing the availability of coffee at the place of purchase and consumption of coffee. Besides, it is necessary to attract consumers who don’t have a clear preference for the usual drinks with aggressive promotional campaigns. These results are significant for both producers and distributors in order to predict future market movements and the creation of their marketing strategy.

Ključne riječi
coffee; survey; consumers; purchase; consumption

Hrčak ID: 125549

URI
https://hrcak.srce.hr/125549

[hrvatski]

Posjeta: 2.219 *