Patērētāju uzvedības noteicošie faktori augu valsts izcelsmes dzērienu izvēlē Latvijā
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Date
2021
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Bakalaura darba “Patērētāju uzvedības noteicošie faktori augu valsts izcelsmes dzērienu izvēlē Latvijā” mērķis ir, balstoties uz zinātniskās literatūras analīzi un patstāvīgi veikto pētījumu, izpētīt, kādi ir patērētāju uzvedības noteicošie faktori augu valsts izcelsmes dzērienu izvēles gadījumā Latvijā. Darba autore uzskata, ka ir aktuāli izpētīt šos faktorus, ņemot vērā dzīvnieku izcelsmes piena patēriņa samazināšanos Eiropā, kā arī to, ka pieprasījums pēc piena alternatīvām Latvijā pēdējo trīs gadu laikā ir būtiski pieaudzis. Lai sasniegtu bakalaura darba mērķi, darbā tika izmantota monogrāfiskā metode, sekundāro datu analīze, kvantitatīvā pētījuma metode, grafiskā metode. Darba autore veica aptauju, kurā tika iegūtas 675 derīgas respondentu atbildes.
Darba autore secina, ka patērētāju uzvedības noteicoši faktori augu valsts izcelsmes dzērienu izvēlē Latvijā ir produkta garša, dzīvnieku labturība, cena un tas, ka produkts ir videi draudzīgāks par dzīvnieku izcelsmes pienu. Vismazāk būtiskie faktori, kas ietekmē patērētāju uzvedību, izvēloties augu valsts izcelsmes dzērienus Latvijā, ir produkta izcelsmes valsts un pārstrādājams iepakojums.
Darba autore izvirza priekšlikumu augu valsts dzērienus ražojošiem uzņēmumiem komunicēt ar patērētājiem par tādiem tematiem, kā produkta garša, dzīvnieku labturība un tas, ka produkts ir videi draudzīgāks par dzīvnieku izcelsmes pienu. Nevalstiskajām organizācijām, kas nodarbojas ar dzīvnieku labklājības veicināšanu, darba autore iesaka rīkot izglītojošas kampaņas ar mērķi izglītot Latvijas sabiedrību par dzīvnieku labklājības veicināšanu augu valsts izcelsmes dzērienu patēriņa kontekstā.
Bakalaura darbs sastāv no 63 lappusēm, 2 tabulām, 20 attēliem, 45 informācijas avotiem, 5 pielikumiem.
The objective of Bachelor’s Thesis “Determining Factors of Consumer Behavior when Choosing Plant-based Drinks in Latvia”, is, based on the analysis of scientific literature and independent research, to investigate what are the determining factors of consumer behavior in the case of the choice of plant-based drinks in Latvia. The author believes it to be an important topic to explore, considering the declining demand for animal-based milk in Europe, as well as the fact that the demand for plant-based milk alternatives in Latvia has grown significantly in the last three years. In order to achieve the objective, the author used the monographic method, secondary data analysis, quantitative research method, and graphical method. The author carried out a survey where she obtained 675 valid responses. The author concludes that the determining factors of consumer behavior when choosing a plant-based drink are taste of the product, animal welfare, price, and the fact that product is more environmentally friendly than an animal-based milk. The least important factors, that determine consumer behavior in Latvia when choosing plant-based drinks, are the country of origin and whether the packaging is recyclable. The author proposed 4 suggestions in total, three of them directed to companies that produce plant-based drinks. In one of the suggestions, the author suggests the companies to communicate about such topics that are relevant to the audience, such as the taste of the product, animal welfare, and the fact that product is more environmentally friendly than an animal-based milk. The author suggests to the non-governmental organizations, that work to promote animal welfare, to organize educational campaigns for Latvian society in order to increase their awareness about animal welfare and how the consumption of plant-based drinks fits in to the picture. The Bachelor’s Thesis consist of 63 pages, 2 charts, 20 images, 45 sources of information, and 5 appendices.
The objective of Bachelor’s Thesis “Determining Factors of Consumer Behavior when Choosing Plant-based Drinks in Latvia”, is, based on the analysis of scientific literature and independent research, to investigate what are the determining factors of consumer behavior in the case of the choice of plant-based drinks in Latvia. The author believes it to be an important topic to explore, considering the declining demand for animal-based milk in Europe, as well as the fact that the demand for plant-based milk alternatives in Latvia has grown significantly in the last three years. In order to achieve the objective, the author used the monographic method, secondary data analysis, quantitative research method, and graphical method. The author carried out a survey where she obtained 675 valid responses. The author concludes that the determining factors of consumer behavior when choosing a plant-based drink are taste of the product, animal welfare, price, and the fact that product is more environmentally friendly than an animal-based milk. The least important factors, that determine consumer behavior in Latvia when choosing plant-based drinks, are the country of origin and whether the packaging is recyclable. The author proposed 4 suggestions in total, three of them directed to companies that produce plant-based drinks. In one of the suggestions, the author suggests the companies to communicate about such topics that are relevant to the audience, such as the taste of the product, animal welfare, and the fact that product is more environmentally friendly than an animal-based milk. The author suggests to the non-governmental organizations, that work to promote animal welfare, to organize educational campaigns for Latvian society in order to increase their awareness about animal welfare and how the consumption of plant-based drinks fits in to the picture. The Bachelor’s Thesis consist of 63 pages, 2 charts, 20 images, 45 sources of information, and 5 appendices.
Description
Starptautiskais mārketings un reklāma
International Marketing and Advertising
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
International Marketing and Advertising
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
Keywords
Patērētāju uzvedība, augu valsts izcelsmes dzērieni, Consumer behavior, plant-based drinks