Koncept zadovoljstva i lojalnosti potrošača mesnih proizvoda na odabranom primjeru poduzeća

Cilj rada bio je prikazati koncept zadovoljstva potrošača, koncept lojalnosti potrošača, te istražiti njihovu povezanost i iskazati utjecaj faktora cijene i kvalitete na proces kupovine pojedinca, kao i vjerojatnost ponovljene kupnje ukoliko su pojedinci zadovoljni i/ili lojalni. U radu je naveden teoretski okvir koji je služio kao podloga za navedeno istraživanje, baziran na literaturi relevantnoj za tematiku rada. Korišteni su razni znanstveni članci koji su se ranije bavili ovom problematikom, kao i niz različitih udžbenika i knjiga vezanih uz ovo područje. Nakon teoretskog okvira koji pokriva sve bitne elemente nadovezuje se empirijski dio rada. U istraživanju koje je provedeno pri izradi ovog rada prikupljani su primarni podaci pomoću anketnog upitnika. Analizirani primarni podaci prikupljeni su na prigodnom namjernom uzorku od ukupno 247 ispitanika. Svi ispitanici konzumiraju meso i mesne proizvode u različitim oblicima što je bio osnovni preduvjet za sudjelovanje u istraživanju. Kroz podrobnu analizu odgovora ispitanika utvrđeno je kako veliki fokus u kupnji mesa i mesnih proizvoda usmjeravaju na kvalitetu mesa. Ispitanici su kvalitetu naveli kao najbitniji element te su mahom spremni izdvojiti veći iznos novca za proizvod koji su ocijenili kvalitetnijim. Također, vrlo im je važno i da su proizvodi koje kupuju zadovoljili očekivanja po pitanju okusa, a kao izrazito važan faktor izdvojili su i urednost te higijenu samog prostora u kojem su proizvodi izloženi za prodaju.The goal of this thesis was analysing the concept of customer satisfaction, the concept of customer loyalty, and researching their connection, as well as demonstrating the impact that price and quality have on one's purchase process, and the probability of repeated purchase in case a customer is satisfied and/or loyal. The work firstly includes a theoretical background which was used to base the research on, based primarily on published scientific articles which also revolved around similar topics, as well as various relevant textbooks. After the theoretical part covers all important aspects, we move on to the empirical part. The research that was conducted in order to write this thesis was used to collect primary data, which was accomplished using a questionnaire. The gathered data was collected on a sample consisted of 247 people. All of the people who filled out the questionnaire are regular meat consumers, which was the basic condition for them to participate in this research. By analyzing the dana thoroughly, it has been concluded that the people who were questioned focus primarily on the quality of the meat and meat products they buy. They mainly listed the quality of the product as their primary concern and they also expressed the readiness to spend more money if it guarantees higher quality. Furthermore, it is highly important that the taste of the product is to their liking, as well as the hygiene of the stores and similar areas where meat and meat products are displayed and sold