20.500.12556/DKUM-58904 POMEN KONCEPTOV IZDELKA IN OCENJEVANJE PRODAJNEGA POTENCIALA MED UPORABNIKI PRI RAZVOJU NOVIH IZDELKOV Importance of concepts and evaluation of the market potential when developing new products Inovativnost in razvoj novih izdelkov so ključni za zagotavljanje konkurenčnih prednosti podjetjem na trgu. Pogosto so potrošniki soočeni s ponudbo »isto-vrstnih« izdelkov med katerimi izbirajo. Pomembno je, da podjetja vlagajo v razvoj novih izdelkov, ki za potrošnike prestavljajo dodano vrednost in s katerimi se lahko razlikujejo od ostalih konkurentov na trgu. Kadar razvijamo nove izdelke, se le ti razlikujejo od izdelkov, ki so že na trgu, zato je pomembno, da podjetje tekom razvoja novega izdelka s tržnimi raziskavami preveri tržni potencial za nov izdelek. V prvem delu naloge smo opredelili teoretična izhodišča o opredelitvi pojma novega izdelka, o pomenu izdelka kot sestavnem delu trženjskega spleta in o pomenu ter vlogi embalaže pri trženju. Na trgu športnih prehranskih dopolnil je prisoten trend naraščanja povpraševanja po izdelkih, ki so uporabnikom ponujeni v prenosni embalaži, da jih lahko zaužijejo na katerem koli mestu. Raziskovalni problem v nalogi temelji na preverjanju konceptov za izdelek beljakovinskih športnih prehranskih dopolnil. Z raziskovalno metodo conjoint smo ugotavljali katere lastnosti koncepta izdelka so za uporabnike bolj pomembne in vplivajo na nakupno odločitev izdelka. V raziskavi smo vzporedno preverili tudi ali obstajajo razlike med izraženimi preferencami glede na socialno-demografske dejavnike. Pri tem smo uporabili smo Mann-Whitneyev U test in Kruskal-Wallisev test. Rezultati conjoint analize so pokazali, da rekreativni športniki vključeni v vzorec raziskave preferirajo lastnosti koncepta izdelka beljakovinskih športnih prehranskih dopolnil pakiranega v prenosni embalaži (hipoteze H1, H2 in H3 smo potrdili, hipotezi H4 in H5 smo zavrnili). Z analizo preferenc po posameznih socialno-demografskih dejavnikih z Mann-Whitneyevim U testom in Kruskal-Wallisev testom in je pokazala, da so posamezne lastnosti koncepta izdelka za uporabnike iz različnih socialno-demografskih skupin v povprečju različno pomembne, vendar to nikoli ne velja za vse preverjane lastnosti hkrati (hipoteze H6 (a, b, c in d) smo zato zavrnili). V nalogi smo vzporedno predstavili tudi rezultate opisne statistike, ki smo jih primerjali z rezultati pridobljenimi z metodo conjoint. Rezultatov opisne statistike sicer nismo uporabili za obravnavo hipotez. Innovation and new product development are important for companies to ensure them competitive advantage on the market. Often consumers are faced with a range of »look-a-like« products. It is important that companies are investing in the development of new products which represent added value for consumers and which may differ them from other competitors on the market. New products are different from the products that are already on the market. It is important for companies to verify market potential for new products with a market research already during their development. In the first part we presented theoretical definition of new product category, the role of the product in the marketing mix and the importance of packaging as integrated part of marketing mix. In the market of sports nutrition supplements is upward trend in demand for products in a portable package that can be consumed on-the-go. Research in this paper is based on an examination of the concepts for protein based sports nutritional supplements product. The conjoint research method was used to determine which properties of the product concept are for consumers more relevant and have higher impact on the purchase decision. In a parallel study, we also checked whether there are differences between the preferences expressed in terms of socio-demographic factors. We used Mann-Whitney U test and Kruskal-Wallisev test. The results from conjoint analyze showed that recreational athletes included in the survey prefer the attributes of the product (protein sports nutritional supplements) in a portable packaging (hypothesis H1, H2 and H3 were confirmed and the hypothesis H4 and H5 were rejected). By analyzing the preferences of the individual socio-demographic factors to the attributes using the Mann-Whitney U test and Kruskal-Wallisev test showed that there are differences but they never applies to all attributes simultaneously (hypothesis H6 (a, b, c and d) were rejected). In a parallel study we presented also the results of descriptive statistics, which were compared with the results obtained by conjoint analyze. Results of descriptive statistics were not used to evaluate hypotheses. razvoj novega izdelka športna prehranska dopolnila prenosna embalaža conjoint Mann-Whitney U test Kruskal-Wallis test new product development sports supplements ready-to-drink (RTD) conjoint Mann-Whitney U test Kruskal-Wallis test true true false [J. Fux] Slovenski jezik Angleški jezik Magistrsko delo 2016-04-29 17:28:37 2016-08-02 12:19:02 2022-06-19 03:05:56 2019-07-11 10:55:53 2016 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.6 12417820 URN:SI:UM:DK:WTSR9TXT MAG_Fux_Jan_2016.pdf MAG_Fux_Jan_2016.pdf 1 C2FD3A1410CCED1805308446CAF1C3C4 2a386f929da3fe55a356c870181d1e17879639e4e8f06ff06794d56f5e96785f 21423695-7c0c-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=90217 Ekonomsko-poslovna fakulteta 0 0 0