Analiza povpraševanja po govejem mesu v koroški regiji in model trženjskega spleta na primeru kkgz : magistrsko delo

Brajnik, Rok

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Title:	Analiza povpraševanja po govejem mesu v koroški regiji in model trženjskega spleta na primeru kkgz : magistrsko delo
Authors:	ID Brajnik, Rok (Author) ID Pavlovič, Martin (Mentor) More about this mentor... ID Prišenk, Jernej (Comentor)
Files:	MAG_Brajnik_Rok_2022.pdf (1,29 MB) MD5: B0CDD7EF55C30E032900D45F6253849E PID: 20.500.12556/dkum/d3a76d00-7d73-4d1d-b409-aaeb11c5c723
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	FKBV - Faculty of Agriculture and Life Sciences
Abstract:	Meso kot del prehrane je bolj ali manj nepogrešljiv del naših življenj. Glede na to, da se kmetije na Koroškem v veliki meri ukvarjajo s prirejo bikov pitancev, smo nalogo osnovali na ugotavljanju, kakšno je povpraševanje po govejem mesu na tem območju. Predvsem nas je zanimalo, kako pogosto ljudje uživajo meso in konkretno govedino ter kateri so dejavniki, ki najpomembneje vplivajo, da se potrošniki odločijo za nakup dotičnega izdelka. V prvem delu naloge je navedenih nekaj statističnih podatkov v povezavi s samooskrbo v Sloveniji ter porabo mesa na posameznika. Sledi nekaj o marketinškem spletu, ki je kasneje osnova za pripravo točno določenega modela na primeru Koroške kmetijsko-gozdarske zadruge. Gre za organizacijo, ki deluje na Koroškem na področju odkupa mesa, mleka in lesa. Pred kratkim so ustanovili skupino proizvajalcev, ki bo oziroma že nudi kakovostno meso znanega porekla, saj je proizvedeno lokalno. Drugi del naloge je namenjen analizi rezultatov, primerjavi z našimi predpostavkami in ugotavljanju, kateri so tisti dejavniki, ki so bistvenega pomena pri nakupni odločitvi. V zadnjem delu pa je predstavljena uporaba naših rezultatov v konkretnem modelu, in sicer smo glede na potrošniške zahteve pripravili trženjski splet, v katerem smo okvirno zastavili posamezne komponente, kakšna naj bo torej cena, kje naj se meso prodaja, kako naj se promovira in kakšne tipe izdelkov bi bilo sploh primerno ponuditi na trgu.
Keywords:	povpraševanje, govedina, marketinški splet, anketa, analiza
Place of publishing:	Maribor
Place of performance:	Maribor
Publisher:	[R. Brajnik]
Year of publishing:	2022
Number of pages:	X, 47 str.
PID:	20.500.12556/DKUM-81702
UDC:	637.5:636.2:339.133/.138(497.4 Koroška)(043)=163.6
COBISS.SI-ID:	110171395
Publication date in DKUM:	06.06.2022
Views:	989
Downloads:	124
Metadata:
Categories:	FKBV
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	13.05.2022

Secondary language

Language:	English
Title:	Analysis of Beef Demand in Carinthia and the Marketing Mix Model in the KKGZ Case
Abstract:	Meat, as part of our diet, is more or less an indispensable part of our lives. Assuming that the farms in the Carinthian region are generally breeding bulls for the meat industry, the work was based on finding out the demand for beef in the region. The focus was especially on the frequency of consuming meat, specifically beef and the factors that influence the consumers most when deciding whether to buy a product. In the first part of the thesis, statistical facts were stated about self-supply and meat consumption per capita in Slovenia. Further on, there is some theory about the marketing mix on which the model is based later on, in the case of Carinthian agricultural-forest cooperative. That is an organisation working on purchasing meat, milk and wood. Recently, they formed a group of producers, which will and already does offer quality meat from local production. The second part is meant for the analysis of the results of the survey and on establishing which are the most important factors to influence the purchase decision of a consumer. In the last part the results were used to form a marketing mix that approximately pinpoints the individual components, such as how high the price should be, where to sell the product, how to promote it and what is the sensible type of product that we should offer on the market.
Keywords:	demand, beef, marketing mix, survey, analysis

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