SHOPPING ORIENTATION OF EMPLOYED WOMEN AND MEN IN GROCERY BUYING

Cilj ovog rada bio je istražiti kupovnu orijentaciju zaposlenih žena i muškaraca u kupnji proizvoda široke potrošnje. Pregledom dosadašnjih istraživanja, nisu još provedena istraživanja na ovu temu u RH. Istraživanje je provedeno na području Republike Hrvatske u razdoblju od studenog 2019. do travnja 2020., a u njemu su sudjelovale 204 zaposlene osobe koje su odgovorne za kupnju u svome kućanstvu. Provedeno je putem online anketnog upitnika izrađenog u Google Documents programu i metodom papir- olovka (PAPI). U šest kupovnih orijentacija: cjenovna osjetljivost, rekreativna kupnja sigurnost namirnica, orijentiranost na zdravlje, orijentiranost na vrijeme i kupnja od kuće, utvrđene su četiri statistički značajne razlike između muškaraca i žena. Također, istraživanjem je potvrđeno da su obilježja poput obrazovanja, prihoda i vremena provedenog na poslu također značajna u kategoriziranju potrošača prilikom orijentacije u kupnji.The aim of this thesis was to conduct a research on the shopping orientation of employed male and female shoppers in grocery buying. Whilst investigating research studies, no research conducted on this topic has been found to date. The research has been conducted in the Republic of Croatia in the period between November 2019 and April 2020. Two hundred and four employed people who are responsible for the grocery buying in their household have taken part in it. The research was carried out using an online survey delivered through Google Documents software and using Paper and Pencil Interviewing method (PAPI). Among six different dimensions of shopping orientations: price sensitivity, recreational shopping, grocery safety, health orientation, time orientation and online shopping, four statistically significant differences between men and women have been found. The research has also confirmed that education, income and time spent at work play a significant role in shopping orientation