Zaznana pravičnost skrčflacije

Guček, Gal

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Title:	Zaznana pravičnost skrčflacije
Authors:	ID Guček, Gal (Author) ID Malc, Domen (Mentor) More about this mentor...
Files:	VS_Gucek_Gal_2025.pdf (1,49 MB) MD5: D607592625B9E844DE8C73EAEBE0429F
Language:	Slovenian
Work type:	Bachelor thesis/paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Diplomsko delo obravnava pojav skrčflacije, ki se v zadnjih letih vse pogosteje pojavlja na globalnih in tudi slovenskih trgih. Gre za prakso proizvajalcev, ki ob enaki ceni zmanjšujejo količino ali težo izdelkov, kar pogosto sproža občutke nepravičnosti in zmanjšuje zaupanje odjemalcev v blagovne znamke. V teoretičnem delu je predstavljen širši kontekst skrčflacije, povezan z inflacijo, etičnimi vprašanji ter komunikacijo podjetij s odjemalci. Poseben poudarek je namenjen zaznani pravičnosti, ki pomembno vpliva na vedenje in nakupne odločitve potrošnikov. Prikazani so tudi praktični primeri skrčflacije tako pri nas v Sloveniji, kot tudi na mednarodnem trgu. V empiričnem delu je bila izvedena anketa med odjemalci v Sloveniji, katere rezultati kažejo, da večina skrčflacijo dojema kot nepravično prakso, ki negativno vpliva na njihovo zaupanje v blagovne znamke in pogosto vodi do spremembe nakupnih navad. Analiza tudi pokaže, da bi transparentnejša komunikacija podjetij lahko omilila negativne učinke skrčflacije. ponuja praktične predloge tako za podjetja, ki se soočajo z izzivom ohranjanja zaupanja odjemalcev, kot tudi za slednje, ki lahko z večjo ozaveščenostjo sprejemajo informirane nakupne odločitve.
Keywords:	skrčflacija, potrošniki, zaznana pravičnost, blagovne znamke, nakupne navade.
Place of publishing:	Maribor
Publisher:	G. Guček]
Year of publishing:	2025
PID:	20.500.12556/DKUM-94609
UDC:	366.1
COBISS.SI-ID:	251081475
Publication date in DKUM:	30.09.2025
Views:	258
Downloads:	82
Metadata:
Categories:	EPF
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Licences

License:	CC BY 4.0, Creative Commons Attribution 4.0 International

Link:	http://creativecommons.org/licenses/by/4.0/
Description:	This is the standard Creative Commons license that gives others maximum freedom to do what they want with the work as long as they credit the author.
Licensing start date:	22.08.2025

Secondary language

Language:	English
Title:	The perceived fairness of shrinkflation
Abstract:	The thesis discusses the phenomenon of deflation, which has been increasingly occurring in global and Slovenian markets in recent years. This is a practice of manufacturers who reduce the quantity or weight of products at the same price, which often leads to feelings of injustice and reduces consumer trust in brands. The theoretical part presents the broader context of shrinkflation, related to inflation, ethical issues, and communication between companies and consumers. Special attention is given to perceived fairness, which has a significant impact on consumer behaviour and purchasing decisions. Also shown are practical examples of shrinking inflation in Slovenia and on the international market. In the empirical part, a survey was conducted among consumers in Slovenia, whose results show that the majority perceive shrinkflation as an unfair practice that negatively affects their trust in brands and often leads to a change in their purchasing habits. The analysis also shows that more transparent communication from companies could mitigate the negative effects of deflation. The conclusion offers practical suggestions for companies facing the challenge of maintaining consumer trust, as well as for consumers who can make informed purchasing decisions with greater awareness.
Keywords:	Shrinkflation, consumers, perceived fairness, brands, purchasing habits.

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