Analysis of factors affecting parental behavour when buying food

U ovom diplomskom radu analizirani su čimbenici koji utječu na ponašanje roditelja pri kupovini prehrambenih proizvoda i preferencije djece prema hrani. Provedeno je opisno istraživanje, a kao mjerni instrument same provedbe koristio se anketni upitnik za roditelje sa mjernim ljestvicama koji obuhvaćaju čimbenike ponašanja potrošača dok su se kod djece ispitali implicitni i eksplicitni stavovi prema hrani. Provedeno istraživanje pokazalo je da su roditelji svjesni kako oni imaju najveći utjecaj na prehranu svoje djece u mlađoj dobi te da većinom kupuju vođeni željom da svojoj djeci priušte zdrave prehrambene proizvode. Budući da ne uspijevaju uvijek u toj namjeri, svjedoče kako svojoj djeci kupuju slatkiše kao nagradu za dobro ponašanje ili da ih smire prilikom kupovine. Svjesni važnosti ove teme za budućnosti i zdravlje djece od velike je važnosti otkriti faktore utjecaja i educirati roditelje i njihovu djecu o važnosti konzumacije zdravih prehrambenih proizvoda. Doprinos rada se očituje u otkrivanju preferencija roditelja i stavova djece kako bi se povećala kupnja i konzumacija zdravih prehrambenih proizvoda s povoljnim utjecajem na zdravlje obitelji.In this thesis are analyzed the factors influencing the behavior of parents when buying food products and preferences of children towards food. Descriptive research was conducted and as a measurement tool survey questionnaire was used. It consisted factors of consumer behavior while implicit and explicit attitudes towards food were examined by children. Research has shown that parents are aware that they have the greatest impact on the nutrition of their children at a young age and that they mostly buy driven by the desire to afford healthy food for their children. Because they do not always succeed in that intention, they buy sweets for their children as a reward for good behavior or in order to keep them quiet when shopping. Aware of the importance of this topic for the future and health of children, it is of great importance to detect influencing factors and educate parents and their children about the importance of consuming healthy food products. The contribution of the work is manifested in revealing the preferences of parents and attitudes of children in order to increase the purchase and consumption of healthy food products with a beneficial impact on family health