Title RAZVOJNI CIKLUS KAVE KAO PROIZVODA U RH
Title (english) Development cycle of coffee as a product in Croatia
Author Ante Cvitanović
Mentor Predrag Čudina (mentor)
Committee member Goran Luburić (predsjednik povjerenstva)
Committee member Dorotea Milas (član povjerenstva)
Granter Zagreb School of Business Zagreb
Defense date and country 2017-12-21, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Economics Economics of Entrepreneurship
Abstract U radu je dan pregled tržišta kave, te su identificirane karakteristike i specifičnosti tržišta kave. Pozornost će biti usmjerena na tržište kave, udio u proizvodnji, načinu na koji se proizvođači bore za pridobivanje kupaca na tržištu.
Obzirom da se u svijetu približno proizvede oko 9.5 milijuna tona zelene kave, već je poznato da je kava drugi, nakon vode, najkonzumiraniji napitak u svijetu. Stoga uzgoj kave na brojnim plantažama diljem svijeta, svakako podrazumijeva i pridržavanje principa održivosti uzgoja.
Trenutno je kava prehrambena namirnica sa najvećim udjelom u uvozu u SAD-u. Globalni lanac vrijednosti kave uključuje niz proizvođača, posrednika, izvoznika, uvoznika, pržionica, trgovaca prije nego dođe do krajnjih korisnika.
Globalna potrošnja kave se veoma povećala u proteklih 20 godina, što je u velikoj mjeri rezultat Starbucks fenomena: Raširenost coffee shop franšize ovog ili sličnih brendova diljem svijeta.
Utvrditi ćemo ponašanje potrošača u kupnji i i konzumaciji kave te njihovih motiva za konzumaciju. Potrošači kave u Hrvatskoj nisu lojalni određenim vrstama kave pa će tako u slučaju da prilikom kupovine željena kava nije dostupna, kupiti neku drugu kavu. Najčešći motiv za konzumaciju kave je navika, ali i pozitivni učinci kave na probavu, opće stanje i smirenje. Također, potrošače koji nemaju jasno izrađene preferencije prema uobičajenim napitcima, potrebno je privući agresivnijim promotivnim kampanjama.
Abstract (english) Graduate theses presents a review of the coffe market, and caracteristics and specifics of the coffe market are identified. Attention will be focused on the coffee market, production share, the way producers are struggling to attract customers in the market.
As around 9,5 milion tons of green coffe are produced around the world, it is well known that coffe is the secound most popular beverage in the world after water. Therefore, cultivating coffe on a number of plantations around the world certenly implies the adherence to the principel of the sustainability of coffe breeding.
Currently, coffe is the largest food ingredient in the USA. The global coffee value range includes a number of manufacturers, brokers, exporters, importers, refineries, retailers before reaching end users.
Global coffe consumption has increased enormously over past 20 years, largely due to the Starbucks phenomenon: The spred of coffee shopfranchises of this or similar brands around the world.
We will determine the behaviour od consumers in buying and consuming coffe and their motivations for consumption. Coffe consumers in Croatia are not loyal to certain type of coffee so in the event that the desired coffe is not available at the time of purchase, buyer will buy some other coffee.
The most common motive for drinking coffee is the habit, but also the positive effects of coffee on digestion, general condition and calmness. Also, consumers who do not have a clear preferece for traditional drinks tend, it is necessary to attract more aggressive promotional campaigns.
Keywords
kava
tržište
tržišno poslovanje
franšize
Keywords (english)
coffe
market
market business
franchise
Language croatian
URN:NBN urn:nbn:hr:180:816031
Study programme Title: Marketing management Study programme type: professional Study level: undergraduate Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resource Text
File origin Born digital
Access conditions Access restricted to students and staff of home institution
Terms of use
Created on 2017-12-22 10:24:23