Analiza stava potrošača prema funkcionalnoj hrani

master's thesis

• Title (english): The analysis of consumers attitude towards functional foods
• Author: Mateja Horvat
• Mentor: Jasenka Gajdoš Kljusurić (mentor)
• Granter: University of Zagreb; Faculty of Food Technology and Biotechnology; (Department of Process Engineering); (Laboratory for Measurement, Regulation and Automatisation); Zagreb
• Defense date and country: 2012-09-20, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Food Technology

Abstract

Funkcionalna hrana je ona koja sadrži bioaktivne sastojke za koje je znanstveno utvrđeno da imaju povoljno djelovanje na zdravlje ljudi. Cilj ovog rada bio je istražiti potrošačevu percepciju o funkcionalnoj hrani. Potrošači su ispunili upitnik o funkcionalnoj hrani. Ispitivanje je provedeno u četiri Hrvatska grada: Zagrebu, Splitu, Rijeci i Zadru na uzorku od 1224 ispitanika prosječne dobi 32,3 (u rasponu od 14-68 godina) od čega je bilo 54,8%muškarca i 45,2% žena. Rezultati pokazuju kako 53% žena i 34% muškaraca zna što je funkcionalna hrana. Od navedenih funkcionalnih proizvoda potrošači su naveli da najviše kupuju mliječne proizvode, a kao primarno mjesto kupnje su naveli supermarkete. Nažalost, mali je udjel potrošača koji vjeruju oznakama na funkcionalnim proizvodima, i to samo 29,6%. Iako većina potrošača ne zna što je funkcionalna hrana, svejedno ju svakodnevno konzumiraju. Istraživanje pokazuje kako žene većinom percipiraju funkcionalnu hranu kao hranu koja pomaže očuvanju zdravlja, dok su muškarci skloniji tvrdnji da je funkcionalna hrana ona koja je potrebna za normalan život. Ustanovljene su razlike u percepciji funkcije funkcionalnih proizvoda kao i u važnim obilježjima istih, ovisno o spolu i dobnim skupinama.

Abstract (english)

Functional food is food that contains bioactive ingredients which are scientifically proven to have beneficial effects on human health. The aim of this work was to explore consumers perception about functional food. Consumers filled out a questionnaire about functional food. Testing was conducted in four Croatian cities: Zagreb, Split, Rijeka and Zadar among 1224 subjects (average age years 32.3, age range 14-68 years, 54.8% and 45.2% males and females, respectively). Results showed that 53% woman and 34 % of men know what functional food is. From the listed functional products, consumers have indicated that they mostly buy dairy products, and as a primary place of purchase they specified supermarkets. Only 29.6 % of consumers trust the claims for functional products. Although most consumers don’t know what functional food is, they still use it every day. According to gender most woman perceive functional food as a food that helps maintain health, while men are more inclined to claim that functional food is food which is necessary for normal life. Some differences in the perception and importance of the functional food features according to gender and age were determined.

• Keywords: potrošač; funkcionalna hrana; upitnik
• Keywords (english): consumers; functional food; questionnaire
• Language: croatian
• URN:NBN: urn:nbn:hr:159:739847
• Study programme: Title: Nutrition; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra nutricionizma (magistar/magistra nutricionizma)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2017-05-08 11:00:43