Analysis of consumer decisions when buying consumer products

Način na koji kupci percipiraju, kupuju i koriste smrznute proizvode značajno se promijenio u zadnjem desetljeću. Iako kategorija smrznute hrane kontinuirano bilježi i vrijednosni i količinski rast na brojnim tržištima EU, u 2020. i 2021. tijekom Covid-19 pandemije je postigla eksplozivan rast, kako u Hrvatskoj, tako i u svijetu. Cilj ovog rada je kroz istraživanje ponašanja potrošača pri kupnji smrznutih proizvoda te analize proizvodnog spleta tržišnog lidera u segmentu smrznutih proizvoda, tvrtke Ledo plus d.o.o., definirati elemente za unaprijeđenje proizvodnog asortimana s ciljem boljeg odgovora na potrebe i stavove kupaca pri kupnji smrznutih proizvoda. Provedeno istraživanje i predložena rješenja za unaprijeđenje proizvodnog asortimana i marketinških aktivnosti biti će ponuđena menadžment timu tvrtke Ledo Plus d.o.o. kako bi se sagledala kao rješenja za daljnju diskusiju i eventualnu implementaciju ciljem boljeg targetiranja uočenih prilika unutar kupčevog consumer journey-a, odnosno procesa donošenja odluka pri kupnji smrznutih proizvoda, Analiza se provodi na temelju analize sekundarnih izvora podataka (Nielsen) te drugih javno dostupnih istraživanja ne temu smrznute hrane, ali i kroz metodu slobodnih intervjua sa zaposlenicima tvrtke Ledo plus d.o.o. U sklopu teorijskog dijela istraživanja koristi se dostupna domaća i strana literatura iz područja marketinga.The way consumers perceive, buy, and use frozen food products has changed significantly during the last decade. Although frozen food category is continuously growing in value and sold quantity on numerous EU markets, in 2020 and 2021 during the Covid-19 pandemic it has achieved strong increase, both in Croatia and on all other markets worldwide. Through the research of consumers purchase behaviors, the aim of this paper is to define elements for improvement of Ledo, market leader’s product portfolio in the frozen food segment, with the aim to offer proposals and solutions for better respond to the customers’ needs related to frozen food products. Conducted research and proposed results for future improvements of company’s product portfolio and marketing activities will be presented and further discussed with Ledo Management Team with the objective to better target and respond to consumers’ needs within their consumer journey and impact on decision making process. The research is conducted based on secondary data sources analysis (Nielsen sales data) and other publicly available data and studies related to frozen food category, as well as trough interviews with Ledo plus d.o.o. employees. Within the theoretical part of the research numerous sources of literature related to the Marketing field is used