20.500.12556/DKUM-95076 Vpliv cene na percepcijo okusa in kakovosti kave The Influence of Price on Perception of Taste and Quality of Coffee Diplomsko delo obravnava vpliv cene na zaznavo kakovosti in okusa kave s posebnim poudarkom na psihološkem učinku cene kot dejavniku, ki oblikuje pričakovanja potrošnikov. V teoretičnem delu je predstavljena literatura o povezavi med ceno in zaznavo kakovosti ter analizirana vloga cene pri nakupnih odločitvah. V raziskovalnem delu je bil izveden eksperiment, kjer so udeleženci ocenjevali enak vzorec kave, predstavljen v različnih cenovnih razredih. Pri tem so bile upoštevane demografske značilnosti in potrošniške navade. Slepa degustacija in statistična obdelava rezultatov sta omogočili vpogled v povezavo med ceno ter zaznavo kakovosti in okusa. Na podlagi analize smo potrdili zastavljene hipoteze. Rezultati so pokazali, da višja cena povečuje subjektivno oceno kakovosti in okusa, pri čemer so pogosti pivci kave manj dovzetni za cenovne učinke kot redkejši pivci. Starost ni imela pomembnega vpliva na rezultate. Ugotovitve potrjujejo, da cena deluje kot psihološki signal kakovosti, kar ima praktične implikacije za trženje in oblikovanje cenovnih strategij. This thesis explores the influence of price on the perception of coffee quality and taste with a focus on the psychological effect of price as a factor shaping consumer expectations. The theoretical part presents the literature on the relationship between price and perceived quality, as well as the role of price in purchasing decisions. The empirical part includes an experiment in which participants evaluated the same coffee sample presented across different price categories. Demographic characteristics and consumer habits were taken into account. A blind tasting and statistical analysis provided insights into the relationship between price and perceived quality and taste. Based on the analysis, the proposed hypotheses were confirmed. The results showed that a higher price increases the subjective evaluation of quality and taste. Frequent coffee drinkers were less influenced by price signals compared to occasional drinkers, while age had no significant impact. The findings confirm that price acts as a psychological signal of quality, offering valuable implications for marketing and pricing strategies. kava percepcija cena kakovost okus coffee perception price quality taste true true false M. Ljimani Golob] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-09-03 20:33:13 2025-11-07 09:43:16 2025-11-08 03:10:47 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366.1:633.73 256308227 UN_Ljimani_Golob_Melisa_2025.pdf UN_Ljimani_Golob_Melisa_2025.pdf 1 0B7F09277622431086812D76012D98F4 9fe993322e952770b8ab348ba9fb57b0b23a3656000ef4b95454c55705fbad07 6d9a91af-9b9c-11f0-84fa-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=199296 Ekonomsko-poslovna fakulteta 0 0 0