20.500.12556/DKUM-94682 Primerjava zaznane pravičnosti skrčflacije in skimpflacije Comparing the perceived fairness of shrinkflation and skimpflation Pojava skrčflacija in skimpflacija predstavljata sodobni obliki prilagajanja podjetij na naraščajoče stroške poslovanja ter inflacijske pritiske. Pri skrčflaciji gre za zmanjševanje količine izdelka ob nespremenjeni ceni, medtem ko skimpflacija pomeni zniževanje kakovosti izdelka ali storitve brez spremembe cene. Obe praksi imata skupno značilnost, da se pogosto izvajata prikrito, brez jasne komunikacije do odjemalcev, kar vodi v občutke zavajanja in posledično v vprašanja pravičnosti. V diplomskem delu so najprej predstavljeni teoretični temelji obeh pojavov, njihovi zgodovinski začetki, značilnosti in razlogi za njihov nastanek. Podrobneje je prikazana tudi razširjenost po svetu in v Sloveniji. Raziskava opozarja, da se zaradi skrčflacije in skimpflacije ne spreminja zgolj tržna dinamika, ampak se oblikujejo tudi nove potrošniške navade in različni odzivi glede na starost, družbeni sloj in kulturne posebnosti. Poseben poudarek je namenjen pojmu zaznane pravičnosti, ki ima ključno vlogo pri oblikovanju vedenja odjemalcev. Odjemalci ob zaznavanju tovrstnih sprememb pogosto občutijo nepravičnost, kar vodi v zmanjšano zaupanje do blagovnih znamk, negativne nakupne odločitve in večjo pripravljenost na preusmeritev h konkurenci. Analizirani so tudi psihološki vidiki vedenja odjemalcev ter razlike v dojemanju med skrčflacijo, ki jo odjemalci včasih sprejemajo kot manj bolečo, in skimpflacijo, ki se večinoma dojema kot hujši poseg v vrednost izdelka ali storitve. V diplomski nalogi sem se tudi osredotočil na raziskavi, kjer so bili udeleženci soočeni z obema pojavoma, nato pa ocenili njihovo zaznano pravičnost. Rezultati so pokazali, da potrošniki skimpflacijo zaznavajo kot izraziteje nepravično v primerjavi s skrčflacijo, saj zmanjšanje kakovosti pomeni neposredno izgubo vrednosti za denar in s tem večje razočaranje. Diplomska naloga tako prinaša pomemben vpogled v to, kako podjetja s svojimi praksami prilagajanja ponudbe vplivajo na vedenje odjemalcev, in opozarja, da lahko pretirana uporaba takšnih praks povzroči dolgoročno škodo, tako v obliki izgube zaupanja kot tudi zmanjšane zvestobe blagovnim znamkam. Diplomska naloga izpostavlja pomen transparentnosti in etičnega ravnanja podjetij ter potrebo po nadaljnjih raziskavah na področju vpliva skrčflacije in skimpflacije na odjemalce. Shrinkflation and skimpflation represent modern forms of corporate adaptation to rising operating costs and inflationary pressures. Shrinkflation refers to the reduction of product quantity while maintaining the same price, whereas skimpflation means lowering the quality of a product or service without changing the price. Both practices share the characteristic of being often implemented covertly, without clear communication to consumers, which leads to feelings of deception and, consequently, questions of fairness.The thesis first presents the theoretical foundations of both phenomena, their historical background, characteristics, and reasons for their emergence. It also provides a detailed overview of their prevalence worldwide and in Slovenia. The research highlights that shrinkflation and skimpflation not only reshape market dynamics but also influence new consumer habits and various responses depending on age, social class, and cultural context. Special emphasis is placed on the concept of perceived fairness, which plays a crucial role in shaping consumer behavior. Consumers often perceive such changes as unfair, leading to reduced trust in brands, negative purchasing decisions, and a higher likelihood of switching to competitors. The thesis also analyzes the psychological aspects of consumer behavior and differences in perception between shrinkflation, which consumers sometimes view as less harmful, and skimpflation, which is mostly perceived as a greater reduction in value for money. In the thesis, I also focused on research where participants were exposed to both phenomena and then evaluated their perceived fairness. The results showed that consumers perceive skimpflation as significantly more unfair compared to shrinkflation, as the decline in quality represents a direct loss of value for money and thus greater disappointment. The thesis therefore provides valuable insights into how companies’ practices of adjusting their offerings affect consumer behavior and warns that excessive use of such practices may cause long-term harm in the form of lost trust and decreased brand loyalty. Finally, it emphasizes the importance of transparency and ethical business practices, as well as the need for further research on the impact of shrinkflation and skimpflation on consumers. skrčflacija skimpflacija zaznana pravičnost blagovna znamka transparentnost odjemalci shrinkflation skimpflation perceived fairness brand transparency consumers true true false L. Bunič] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-08-25 13:35:26 2025-09-23 12:11:14 2025-09-24 03:21:24 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 250008067 UN_Bunic_Leon_2025.pdf UN_Bunic_Leon_2025.pdf 1 228D1BF2817855A807FF5381024E1B17 d007078dd3484ea6e767fb4fbc88ea45704b69c10dd71607a9747d89a1214821 821380db-9218-11f0-9bf2-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=198447 Ekonomsko-poslovna fakulteta 0 0 0