Research on the Attitude of Croatian Consumers Towards Companies and Their Products on the Croatian Market

Predmet rada je odnos hrvatskih potrošača prema domaćim tvrtkama i proizvodima na tržištu. Stavovi su vrednovanja ljudi, ideja ili predmeta tj. objekata. Na potrošača često utječu motivi te ih pozitivna motivacija potiču na kupovinu određenih proizvoda, dok će ih negativna motivacija odvratiti od kupovine. Stavovi potrošača se najčešće povezuju s njihovim ponašanjem. Ponašanje potrošača je naziv za specifičan oblik čovjekova ponašanja prilikom nabave, tj. kupnje proizvoda i usluga. Zemlja podrijetla određenog proizvoda ima jak utjecaj na ocjenu proizvoda. Razlike u ekonomskom razvoju određene zemlje utječu na ocjenu proizvoda od strane potrošača, odnosno ugled i imidž određene zemlje imaju utjecaj na evaluaciju proizvoda. Svaka zemlja ima određen imidž u svijesti potrošača, odnosno potrošači imaju set vjerovanja o nekoj zemlji te na taj način zemlja podrijetla može imati veliku ulogu u stvaranju konkurentske prednosti i može djelovati kao motiv kod donošenja odluka. U posljednje se vrijeme sve više naglašava ideja o nužnosti razvoja domaćeg prehrambenog sektora, a za lokalna se hrana ponajviše spominje u kontekstu održivosti i sigurnosti. Podravka je jedno od najpoznatijih hrvatskih prehrambenih poduzeća i jedna od vodećih tvrtki u jugoistočnoj, srednjoj i istočnoj Europi. Temeljne vrijednosti na kojima se razvoj Podravke temelji su kreativnost i inovativnost. Prema izboru potrošača, Podrava je dobila priznanja za prepoznatost Podravke i njezinih proizvoda kao poduzeća koje izuzetno pozitivno utječe na društvo i okoliš, koje potrošači smatraju društveno i klimatski odgovornim poduzećem. Podravku potrošači doživljavaju kao poduzeće koje pazi na okoliš i na ljudska prava, smanjuje ugljični otisak, vodi računa o potrošnji energije i prirodnih resursa, a osim toga je posvećeno i recikliranju. Potrošači prepoznaju odgovornu praksu koju Podravka provodi.The subject of the paper is the attitude of Croatian consumers towards domestic companies and products on the market. Attitudes are evaluations of people, ideas or objects, i.e. objects. Consumers are often influenced by motives, and positive motivation encourages them to buy certain products, while negative motivation will deter them from buying. Consumer attitudes are most often associated with their behavior. Consumer behavior is the name for a specific form of human behavior during procurement, i.e. buying products and services. The country of origin of a particular product has a strong influence on the product rating. Differences in the economic development of a certain country affect the evaluation of products by consumers, that is, the reputation and image of a certain country have an impact on the evaluation of products. Each country has a certain image in the minds of consumers, that is, consumers have a set of beliefs about a country, and in this way, the country of origin can play a big role in creating a competitive advantage and can act as a motive for decisionmaking. Recently, the idea of the necessity of developing the domestic food sector has been emphasized more and more, and local food is mostly mentioned in the context of sustainability and safety. Podravka is one of the most famous Croatian food companies and one of the leading companies in Southeast, Central and Eastern Europe. The fundamental values on which the development of Podravka is based are creativity and innovation. According to the choice of consumers, Podrava received recognition for the recognition of Podravka and its products as a company that has an extremely positive impact on society and the environment, which consumers consider a socially and climate-responsible company. Consumers perceive Podravka as a company that cares about the environment and human rights, reduces its carbon footprint, takes care of the consumption of energy and natural resources, and is also dedicated to recycling. Consumers recognize the responsible practices implemented by Podravka