Dejavniki nakupnega vedenja potrošnikov pri nakupu superživil
DOI:
https://doi.org/10.32015/JIBM.2022.14.1.4Ključne besede:
superživila, vedenje potrošnikov, nakupne odločitve, nakupni dejavnikiPovzetek
Članek podaja aktualne informacije o odnosu potrošnikov do superživil. V raziskavi smo analizirali vedenje potrošnikov in preverili njihovo ozaveščenost pri odločitvi za nakup superživil. Proučevali smo medsebojne korelacije med izbranimi nakupnimi dejavniki in njihovim vplivom na nakupno odločitev potrošnikov pri nakupu superživil v Sloveniji. S pomočjo izvedene kvantitativne raziskave, s spletnim anketnim vprašalnikom (po principu snežene kepe) smo izvedli raziskavo, ki je pokazala, da sta med najbolj pomembnimi nakupnimi dejavniki razloga za nakup superživil potrošnikova skrb za zdravje ter prehranske lastnosti superživil, ker verjamejo, da imajo superživila pozitiven učinek na zdravje. Za potrošnike superživil je značilno tudi to, da uvožena superživila smatrajo bolj kakovostna kot pa avtohtona, za katera so pripravljeni plačati 10-20 % višjo ceno.
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