20.500.12556/DKUM-94606 Socialno sprejemanje izdelkov za segrevanje tobaka Social acceptance of heated tobacco products Diplomsko delo ponuja pregled področja ogrevanih tobačnih izdelkov, njihovega trga, trženja in socialnega sprejemanja teh izdelkov. Vključuje tudi analizo ankete, ki je bila izvedena v sklopu diplomskega dela in v katerih so respondenti odgovarjali na vprašanja, povezana s tobačnimi izdelki. V teoretičnem delu diplomskega dela je opisana zgodovina trženja tobačnih izdelkov skozi stoletja, tj. vse od začetka uporabe tobačnih izdelkov do sodobnih oblik, kot so ogrevani tobačni izdelki. Vključena je tudi analizo trga ogrevanih tobačnih izdelkov in naprav za segrevanje tobačnih izdelkov, pregled promocije in diferenciranja na trgu in pregled teorij socialnega sprejemanja in zaznavanja izdelkov ter njihovo odražanje pri zaznavanju in sprejemanju ogrevanih tobačnih izdelkov. V empiričnem delu je bila izvedena raziskava, pri kateri so morali respondenti odgovarjati na vprašanja v povezavi s tobačnimi izdelki, kjer je bil fokus na ogrevanih tobačnih izdelkih in njihovi socialni sprejemljivosti v primerjavi s tradicionalnimi cigaretami. Na trgu je na voljo veliko različnih naprav za segrevanje tobaka, ki jih ponujajo tobačna podjetja, predvsem se lahko izpostavijo IQOS- in glo-naprave. Tobačna industrija kljub prepovedi promocije tobačnih izdelkov v določenih državah, kot je Poljska, še vedno izvaja promocijo ogrevanih tobačnih izdelkov, kar vključuje različno posredno promocijo teh izdelkov in promocijo tobačnih blagovnih znamk. Hkrati pa je na družbenih omrežjih veliko objav, ki promovirajo naprave za segrevanje tobaka, pogosto brez prikaza tobačnih paličic, ki so potrebne za uporabo teh naprav. Vsebina objav se večinoma osredotoča bolj na poudarjanje življenjskega sloga ljudi. Rezultati ankete, ki je bila izvedena v sklopu diplomskega dela, so pokazali, da so glede socialne sprejemljivosti ogrevanih tobačnih izdelkov v primerjavi s tradicionalnimi cigaretami stališča respondentov v povprečju zgoščena proti nevtralni točki z rahlim nagibom k večji socialni sprejemljivosti ogrevanih tobačnih izdelkov. Hkrati pa je prisotnih tudi nekaj močnih stališč, ki so v prid eni ali drugi izbiri. Glede zaznane primernosti ogrevanih tobačnih izdelkov za določen spol pa se respondenti v povprečju nagibajo k nevtralnemu stališču z rahlim nagibom k večji zaznani primernosti za ženske. The thesis provides an overview of the field of heated tobacco products, their market, marketing and social acceptance of these products. It also includes an analysis of a survey conducted as part of the thesis, in which respondents answered questions related to tobacco products. The theoretical part of the thesis describes the history of marketing of tobacco products through the centuries, i.e. from the beginning of the use of tobacco products to modern forms, such as heated tobacco products. It also includes an analysis of the market of heated tobacco products and devices for heating tobacco products, an overview of promotion and differentiation in the market and an overview of theories of social acceptance and perception of products and their reflection in the perception and acceptance of heated tobacco products. The empirical part conducted a survey in which respondents had to answer questions related to tobacco products, where the focus was on heated tobacco products and their social acceptability compared to traditional cigarettes. There are many different tobacco heating devices available on the market, offered by tobacco companies, in particular IQOS and glo devices. Despite the ban on the promotion of tobacco products in certain countries, such as Poland, the tobacco industry still promotes heated tobacco products, which includes various indirect promotion of these products and the promotion of tobacco brands. At the same time, there are many posts on social networks that promote tobacco heating devices, often without showing the tobacco sticks that are required to use these devices. The content of the posts mostly focuses more on emphasizing people's lifestyle. The results of a survey conducted as part of my thesis showed that, regarding the social acceptability of heated tobacco products compared to traditional cigarettes, the respondents' opinions are on average concentrated towards a neutral point with a slight inclination towards greater social acceptability of heated tobacco products. At the same time, there are also some strong opinions in favor of one or the other choice. Regarding the perceived suitability of heated tobacco products for a particular gender, respondents tend on average to have a neutral stance with a slight tendency towards greater perceived suitability for women. ogrevani tobačni izdelki tobak IQOS Glo promocija socialno sprejemanje heated tobacco products tobacco IQOS Glo promotion social acceptance true true false D. Pušnik] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-08-22 11:45:39 2025-09-25 10:49:19 2025-09-26 03:13:49 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366.1:663.974 250365955 VS_Pusnik_Danilo_2025.pdf VS_Pusnik_Danilo_2025.pdf 1 E4086A6D6CB89019F247805E8941030E dd9b75f06d5bb7c90d1041bddccb4839860b16574ef7ec35aeb01cdbacb8dc27 be939efb-89a3-11f0-8088-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=197649 Ekonomsko-poslovna fakulteta 0 0 0