20.500.12556/DKUM-99603 Model napovedi nakupa na osnovi demografskih dejavnikov v kmetijsko gozdarski zadrugi z.o.o. na projektu pohorski cekar Purchase prediction model based on demographic factors in the kmetijsko gozdarska zadruga z.o.o. within the project pohorski cekar Diplomsko delo obravnava vpliv demografskih dejavnikov na verjetnost nakupa izdelkov in pridelkov v projektu Pohorski cekar, ki deluje v okviru Kmetijsko gozdarske zadruge Slovenske Konjice. Obravnavani problem predstavlja pomanjkanje informacij o značilnostih kupcev in nekupcev ter o vplivu demografskih dejavnikov na njihove nakupne odločitve, kar otežuje učinkovito segmentacijo trga in načrtovanje marketinških aktivnosti. V raziskavi je sodelovalo 192 anketirancev, za izvedbo logistične regresije in drevesa kriterijev pa je bilo zaradi manjkajočih odgovorov v analizo vključenih 169 anketirancev. V model so bili vključeni starost, spol, stopnja izobrazbe, višina neto mesečnega dohodka in geografska lega prebivališča. Rezultati logistične regresije so pokazali, da je bil model kot celota statistično značilen. Med preučevanimi demografskimi dejavniki sta statistično značilno vplivala starost in spol. Anketiranci, stari 46 let ali več, so imeli približno 2,5-krat večje obete za nakup kot anketiranci, stari do 45 let. Večja verjetnost nakupa je bila ugotovljena tudi pri ženskah. Vpliv stopnje izobrazbe, višine neto mesečnega dohodka in geografske lege prebivališča ni bil statistično značilen. Tudi odločitveno drevo je starost prepoznalo kot najpomembnejši dejavnik pri razlikovanju med kupci in nekupci. Ugotovljeno je bilo še, da sta glavna razloga za nenakup nepoznavanje ponudbe Pohorskega cekra in dejstvo, da nekateri anketiranci za projekt še niso slišali. Na podlagi ugotovitev so bili oblikovani profil tipičnega kupca, profil potrošnika z najmanjšo verjetnostjo nakupa ter predlogi za izboljšanje segmentacije trga in marketinških aktivnosti. Rezultati raziskave lahko Kmetijsko gozdarski zadrugi Slovenske Konjice pomagajo pri boljšem poznavanju ciljnih skupin, učinkovitejšem tržnem komuniciranju in pridobivanju novih kupcev, predvsem med mlajšimi potrošniki. The bachelor’s thesis examines the influence of demographic factors on the likelihood of purchasing products and produce offered within the Pohorski cekar project, which operates as part of the Kmetijsko gozdarska zadruga Slovenske Konjice. The research problem arises from the lack of information about the characteristics of buyers and non-buyers and the influence of demographic factors on their purchasing decisions, which makes effective market segmentation and the planning of marketing activities more difficult. A total of 192 respondents participated in the survey. Due to missing responses, 169 respondents were included in the logistic regression and decision tree analyses. The model included age, gender, level of education, net monthly income and the geographical location of the respondents’ place of residence. The results of the logistic regression showed that the model as a whole was statistically significant. Among the demographic factors examined, age and gender had a statistically significant influence on the likelihood of purchase. Respondents aged 46 or older were approximately 2.5 times more likely to make a purchase than respondents aged 45 or younger. A higher likelihood of purchase was also identified among women. The effects of educational level, net monthly income and geographical location of residence were not statistically significant. The decision tree also identified age as the most important factor in distinguishing between buyers and non-buyers. The findings further showed that the main reasons for not purchasing were a lack of familiarity with the Pohorski cekar product range and the fact that some respondents had not previously heard of the project. Based on the findings, a profile of the typical buyer and a profile of the consumer with the lowest likelihood of purchase were developed, together with recommendations for improving market segmentation and marketing activities. The research results may help the Kmetijsko gozdarska zadruga Slovenske Konjice better understand its target groups, communicate more effectively with the market and attract new buyers, particularly among younger consumers. Pohorski cekar nakupno vedenje demografski dejavniki segmentacija trga. Pohorski cekar purchasing behaviour demographic factors market segmentation. true true false K. Založnikl] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2026-08-20 23:35:42 2026-09-24 12:21:36 2026-09-25 03:10:32 0000-00-00 00:00:00 2026 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13:316.346 292365059 VS_Zaloznik_Karin_2026.pdf VS_Zaloznik_Karin_2026.pdf 1 8DDB7F5B9F2908DBC3C9F0E98439BB7B 38b08b7b4d5ae7f728a6afc537e43c12bcf3aff3b872e77a87cf06f56ef3b811 67bb3b4f-ac48-11f1-9c32-00155d0001be https://dk.um.si/Dokument.php?lang=slv&id=211966 Ekonomsko-poslovna fakulteta 0 0 0