Model neuromarketinga na primjeru konzumacije funkcionalne hrane

master's thesis

• Title (english): Neuromarketing model using the example of functional food consumption
• Author: Mateja Cestar
• Mentor: Jasenka Gajdoš Kljusurić (mentor)
• Committee member: Hedda Martina Šola (član povjerenstva)
• 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: 2021-09-10, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Nutrition

Abstract

Neuromarketing je znanstvena disciplina koja koristi znanja neuroznanosti, psihologije i marketinga te se usredotočuje na procjenu kognitivnih i emocionalnih reakcija potrošača na različite marketinške podražaje. Funkcionalna hrana postaje zanimljiva istraživačka tema, koja se javlja kao odgovor na promjene prehrambenih navika i novih trendova u prehrani. U ovom radu je ispitan utjecaj neuromarketinga u pogledu funkcionalnih proizvoda te je praćena promjena percepcije potrošača u aspektu uporabe istih. Anketirana je ista populacijska skupina, u razmaku od 10 godina, te su u radu prikazane promjene koje su uslijedile u navedenom vremenskom intervalu. Rezultati pokazuju vidljiv utjecaj marketinga koji potrošačima nudi edukaciju i sugerira na usvajanje određenih definicija funkcionalne hrane, usmjerava ih na kupnju u specijaliziranim trgovinama te izgrađuje povjerenje kupaca prema funkcionalnim proizvodima. Usporedba 10-godišnjih podataka pokazuje kako funkcionalni proizvodi više nisu „posebni“ proizvodi te kako oni u konačnici postaju dio svakodnevice.

Abstract (english)

Neuromarketing is a scientific discipline that uses the insights of neuroscience, psychology, and marketing to study the evaluation of consumers' cognitive and emotional responses to various marketing stimuli. Functional food is becoming an interesting research topic emerging in response to changing eating habits and new food trends. This paper investigates the influence of neuromarketing in relation to functional products and observes the change in consumer perceptions regarding their use. The same population was surveyed at 10-year intervals, and the paper presents the changes that followed in the given time interval. The results show a visible effect of marketing that provides education to consumers and suggests the adoption of certain definitions of functional foods, encourages them to purchase from specialty stores, and increases consumer confidence in functional products. A comparison of 10-year data shows that functional products are no longer "special" products and that they are becoming part of everyday life.

• Keywords: neuromarketing; funkcionalna hrana; anketiranje potrošača
• Keywords (english): neuromarketing; functional food; consumer surveys
• Language: croatian
• URN:NBN: urn:nbn:hr:159:650986
• 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: Open access
• Created on: 2021-10-14 09:32:43