20.500.12556/DKUM-98491 Analiza odjemalcev Mu Skyr izdelkov v podjetju Mercator Analysis of Mu Skyr product customers in Mercator Diplomsko delo obravnava analizo odjemalcev izdelkov Mu Skyr v prodajni mreži Mercator. Namen je bil ugotoviti demografski in vedenjski profil odjemalcev, identificirati ključne nakupne motive, oceniti stopnjo lojalnosti ter cenovno pripravljenost. Teoretični del temelji na konceptih vedenja odjemalcev, zadovoljstva in difuzije inovacij, pri čemer so bili kot temeljni viri uporabljeni Lobasenko (2017), Hom (2000) ter Vukmir (2006). Empirični del temelji na kvantitativni anketni raziskavi, izvedeni maja 2026 na vzorcu 101 anketiranca prek orodja Google Forms. Rezultati so pokazali, da je tipični odjemalec Mu Skyr mlad posameznik v starostni skupini 18–35 let (94,1 %), zmerno športno aktiven, a z nižjim mesečnim dohodkom. Med nakupnimi motivi prevladujeta okus in tekstura (povp. 3,64), ki sta prehitela visoka vsebnost beljakovin (povp. 3,52). Lojalnost odjemalcev je zmerno pozitivna (povp. 3,34), pri čemer 74,2 % anketirancev Mu Skyr redno vključuje v nakupno košarico. Nobena od petih zastavljenih hipotez ni bila v celoti potrjena. Na podlagi ugotovitev so bila oblikovana praktična trženjska priporočila za Mercator, ki se nanašajo na vidnost izdelka na prodajnem mestu, digitalno trženje, organizacijo degustacij, program zvestobe ter ohranjanje cenovne dostopnosti. This thesis analyses the consumer behaviour of Mu Skyr product buyers within the Mercator retail network. The aim of the study was to determine the demographic and behavioural profile of consumers, identify key purchase motives, assess loyalty levels and willingness to pay a premium price. The theoretical framework draws on concepts of consumer behaviour, customer satisfaction and diffusion of innovations, using (Lobasenko, 2017), (Hom, 2000) and (Vukmir, 2006) as primary sources. The empirical part is based on a quantitative survey conducted in May 2026 on a sample of 101 respondents via Google Forms. Results showed that the typical Mu Skyr consumer is a young individual aged 18–35 (94.1%), moderately physically active but with a lower monthly income. Among purchase motives, taste and texture ranked highest (mean 3.64), surpassing high protein content (mean 3.52). Consumer loyalty was moderately positive (mean 3.34), with 74.2% of respondents regularly including Mu Skyr in their shopping basket. None of the five proposed hypotheses were fully confirmed. Based on the findings, practical marketing recommendations were formulated for Mercator, addressing in-store product visibility, digital marketing, in-store tastings, a loyalty programme and maintaining price accessibility. Mu Skyr potrošniško vedenje zadovoljstvo odjemalcev motivi nakupa lojalnost Mercator. Mu Skyr consumer behavior customer analysis purchase motives loyalty Mercator. true true false A. Grujovski] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2026-06-16 17:58:12 2026-09-07 09:23:22 2026-09-08 03:09:19 0000-00-00 00:00:00 2026 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366.12 290152707 VS_Grujovski_Andrej_2026.pdf VS_Grujovski_Andrej_2026.pdf 1 20217896D417377F69BCB6F1236DFF48 c9d84c1f69dc0a0f6cdb9feffbbb33da7f0be2a5033b12ac584955fd5489d7b4 9767b073-a156-11f1-a6e9-00155d0001be https://dk.um.si/Dokument.php?lang=slv&id=210599 Ekonomsko-poslovna fakulteta 0 0 0