Importance of certain fish characteristics for members of generation Y

Cilj ovog istraživanja bio je utvrditi ponašanje pripadnika generacije Y u kupnji svježe ribe i važnost pojedinih obilježja ribe prilikom kupnje te utvrditi segmente potrošača s obzirom na važnost koju pridaju tim obilježjima. Provedeno je on-line anketno istraživanje na uzorku od 208 ispitanika. Rezultati istraživanja pokazuju da pripadnici generacije Y svježu morsku ribu najčešće konzumiraju rjeđe od jednom mjesečno ili jednom tjedno, preferiraju brancin koji kupuju u ribarnici. Najčešće konzumirana konzervirana riba je tuna, kupuju je u supermarketu i jedu rjeđe od jednom mjesečno. Pripadnici generacije Y preferiraju svježu domaću ribu iz ulova, a pri kupnji najveću važnost pridaju svježini ribe, mirisu, datumu ulova i bistrini očiju. Najvažnije obilježje konzervirane ribe pri kupnji pripadnicima generacije Y je vrsta ribe, rok trajanja, cijena i zemlja podrijetla. Ovim istraživanjem dobivena su tri tržna segmenta, a obzirom na važnost koju pridaju obilježjima svježe ribe – kupci perfekcionisti, praktični kupci i nezainteresirani kupci svježe ribe. Rezultati istraživanja mogu pomoći proizvođačima svježe i konzervirane ribe u planiranju proizvodnje te marketinškim stručnjacima u promicanju konzumacije ribe, posebice među pripadnicima generacije Y.The aim of this study was to determine the behavior of members of Generation Y in buying fresh fish and the importance of certain characteristics of fish when buying and to determine consumer segments with regard to the importance they give to these characteristics. An online survey on a sample of 208 respondents was proven. The results of the research show that members of Generation Y consume fresh fish once a month or once a week, preferring sea bass bought at the fish market. The most common canned fish is tuna, bought in a supermarket and they are eating it once a month. Generation Y members prefer fresh home-made fish from the catch, and when buying, they attach the greatest importance to the freshness of the fish, the smell, the date of the catch and the clarity of the eyes. The most important feature of canned fish when buying for members of Generation Y is the type of fish, shelf life, price and country of origin. The results of the research can help fresh and canned fish producers in production planning and marketing experts in promoting fish consumption, especially among members of Generation Y