Eestimaise toidutarbimise ostuprotsessi mõjurid
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Kuupäev
2025
Kättesaadavus
28.08.2025
Autorid
Ajakirja pealkiri
Ajakirja ISSN
Köite pealkiri
Kirjastaja
Eesti Maaülikool
Abstrakt
Viimastel aastatel toimunud majanduslikud ja sotsiaalsed muutused, sealhulgas kõrge inflatsioon, tarneahelate ebastabiilsus ja kasvav keskkonnateadlikkus, on oluliselt mõjutanud tarbijate ostukäitumist. Samal ajal on eestimaise toidu osatähtsus ostuvalikutes vähenenud, mis rõhutab vajadust paremini mõista, millised mõjurid seda mõjutavad.
Magistritöö eesmärk on välja selgitada eestimaise toidutarbimise ostuprotsessi mõjurid. Uurimistöö põhineb tarbijakäitumise teooriatele ja Engeli, Kollati ja Blackwelli ostuprotsessi mudelile. Antud töös kasutas autor segameetodit, mis sisaldas kvalitatiivset kui ka kvantitatiivset lähenemisviisi. Esmalt viis töö autor läbi kuus poolstruktureeritud personaalintervjuud mugavusvalimi alusel ning saadud tulemuste põhjal täiendas töö autor uurimust ankeetküsitlusega, millele vastas saadi kokku 145 tarbijalt.
Uurimistöö tulemustest selgus, et eestimaise toidutarbimise ostuprotsessi mõjurid on mitmetahulised, hõlmates nii praktilisi kaalutlusi nagu hind, kvaliteet, pakendi atraktiivsus ja kättesaadavus, kui ka emotsionaalseid ja sotsiaalseid väärtusi, sealhulgas brändilojaalsust ja harjumuspäraseid maitse-eelistusi. Selgelt tõusis esile kampaaniate roll, mis võib soodustada eestimaise toidutarbimise kasvu. Magistritöö uurimistulemustele tuginedes on võimalik seonduvaid teemasid süvitsi uurida. Näiteks võib uurida, kuidas muutuvad tarbijate hoiakud ja toiduvaliku eelistused perekonna suuruse ja haridustaseme muutudes. Lisaks võiks läbi viia võrdlusuuringuid erinevate toidugruppide ja turundusstrateegiate lõikes, et paremini mõista eestimaise toidutarbimise dünaamikat ja toetada eestimaist toidutootmise arengut.
Recent economic and social changes, including high inflation, supply chain disruptions, and growing environmental awareness, have significantly impacted consumer purchasing behavior. At the same time, the share of Estonian food in consumer choices has declined, highlighting the need for a better understanding of the factors influencing these preferences. The aim of this master's thesis is to identify the key factors influencing the purchasing process for Estonian food. The study is based on consumer behavior theories and the Engel, Kollat, and Blackwell (EKB) model of the purchasing process. The author employed a mixed-method approach, combining qualitative and quantitative methods. Initially, six semi-structured interviews were conducted using a convenience sample, followed by a quantitative survey based on the initial findings, which gathered responses from 145 consumers. The study results indicate that the factors influencing the purchasing process for Estonian food are multifaceted, encompassing practical considerations like price, quality, packaging attractiveness, and availability, as well as emotional and social values, including brand loyalty and habitual taste preferences. Promotions also emerged as a significant factor, potentially boosting the growth of Estonian food consumption. Based on these findings, further research could explore how consumer attitudes and food preferences vary by family size and education level. Additionally, comparative studies across different food groups and marketing strategies could provide deeper insights into the dynamics of Estonian food consumption and support the development of local food production.
Recent economic and social changes, including high inflation, supply chain disruptions, and growing environmental awareness, have significantly impacted consumer purchasing behavior. At the same time, the share of Estonian food in consumer choices has declined, highlighting the need for a better understanding of the factors influencing these preferences. The aim of this master's thesis is to identify the key factors influencing the purchasing process for Estonian food. The study is based on consumer behavior theories and the Engel, Kollat, and Blackwell (EKB) model of the purchasing process. The author employed a mixed-method approach, combining qualitative and quantitative methods. Initially, six semi-structured interviews were conducted using a convenience sample, followed by a quantitative survey based on the initial findings, which gathered responses from 145 consumers. The study results indicate that the factors influencing the purchasing process for Estonian food are multifaceted, encompassing practical considerations like price, quality, packaging attractiveness, and availability, as well as emotional and social values, including brand loyalty and habitual taste preferences. Promotions also emerged as a significant factor, potentially boosting the growth of Estonian food consumption. Based on these findings, further research could explore how consumer attitudes and food preferences vary by family size and education level. Additionally, comparative studies across different food groups and marketing strategies could provide deeper insights into the dynamics of Estonian food consumption and support the development of local food production.
Kirjeldus
Magistritöö
Majandusarvestuse ja finantsjuhtimise õppekaval
Märksõnad
magistritööd, kodumaine, tarbija, ostueelistused, toidumärgistus