Ostukäitumise mõjurid kalatoodete tarbimisel Eesti Maaülikooli üliõpilaste näitel
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Kuupäev
2018
Kättesaadavus
Autorid
Ajakirja pealkiri
Ajakirja ISSN
Köite pealkiri
Kirjastaja
Eesti Maaülikool
Abstrakt
Tervislik ning mitmekülgne toitumine on tänapäeval järjest aktuaalsem, seda eriti noorte
hulgas. Olulist rolli selles mängib ka erinevate kalatoodete tarbimine. Koos teadliku toitmise
kasvuga on tõusnud aga kalatoodete hinnad, mistõttu on kala tarbimine mõnevõrra
vähenenud. Ühtlasi tarbitakse kala noorte hulgas vähem kui vanemate inimeste seas. Tihti
algab koos ülikooli astumisega iseseisev elu, mil vastutatakse ise oma toidu ja ülalpidamise
eest. Senisest väiksema ajaressursi ja sissetuleku tõttu muutub ka elustiil, mistõttu
on üliõpilaste seas märgata muutusi nii ostukäitumises kui tarbimisharjumuste kujunemisel.
Antud bakalaureusetöö eesmärgiks on analüüsida Eesti Maaülikooli üliõpilaste ostukäitumist
kalatoodete tarbimisel ning selgitada välja seda oluliselt mõjutavaid tegureid. Uurimisküsimustele
vastamiseks ja andmete kogumiseks viidi läbi poolstruktureeritud
fookusgrupi intervjuu viie Eesti Maaülikooli üliõpilase seas. Tulemuste analüüsimiseks
kasutati kvalitatiivset sisuanalüüsi.
Uuringu tulemustest selgus, et üliõpilaste kalatoodete tarbimine on üsna madal. Peamiseks
põhjuseks toodi välja kõrged hinnad, mistõttu pole kalatooted madala sissetulekuga
üliõpilastele niivõrd kättesaadavad. Ühtlasi seavad tarbijad endale mitmesuguseid tingimusi,
mida oluliseks peetakse – näiteks toodete kvaliteet ja valik. Madalatest sissetulekutest
hoolimata toodi vastanute poolt välja toetumist hetkeemotsioonidele. Samuti eelistatakse
kalatoodete puhul oste sooritada pigem spetsiaalsetes poodides. Seetõttu ei ole
üliõpilaste hinnatundlikkuse tase niivõrd kõrge kui nende enda hinnangud. Samuti pole
tarbijate otsused alati kaalutletud. Nii nagu keskkond on pidevalt muutuv, läbib aja jooksul
muutuse ka inimene ja tema mõttelaad. Ühtlasi mõjutavad iga tarbija ostukäitumist mitmesugused
sisemised ja välised tegurid. Seetõttu on ka inimeste ostukäitumist küllaltki
keeruline ette ennustada. Tarbijate ostukäitumise edasiseks uurimiseks teeb autor ettepaneku
viia sarnane intervjuu läbi oluliselt suurema valimiga, et uurida lähemalt üliõpilaste
kui kindla segmendi ostukäitumise kujunemist.
A healthy and versatile diet is nowadays becoming increasingly relevant, especially among young people. The consumption of fish products also plays an important role. With the increase of conscious diet, fish prices have risen too, which has led to a moderately reduced consumption of fish products. At the same time, fish is consumed less among younger generation than older people. By attending university, the independent life often begins when youngsters are responsible for their own food and maintenance. Less time resource and income also change lifestyle, which will affect students’ purchase behaviour and consumption habits as well. The purpose of this bachelor’s thesis is to investigate Estonian University of Life Sciences students’ purchase behaviour in case of fish products and identify the factors that significantly affect it. The data for this study was collected by a half-structured focus group interview among five students from Estonian University of Life Sciences. The qualitative content analysis was used to analyse the results. The results showed that the students’ consumption of fish products is quite low. The main reason are high prices, which means fish products are not so available to low-income students. At the same time, consumers place themselves in a variety of conditions that are relevant, such as products quality and choice. Despite low incomes, all respondents brought out relying to their current emotions while shopping. Students also preferred to purchase their fish products from specialized stores. Therefore, their degree of price sensitivity is not as high as their own estimates. This also means that consumer decisions are not always well-considered. Just as the environment is constantly changing, the person will also change over time. At the same time, each customer’s purchasing behaviour is influenced by internal and external factors. Therefore, it is quite difficult to foresee people’s purchasing behaviour. Further research is recommended to explore more closely the formation of students’ as a specific segment’s purchase behaviour, involving a considerably larger group of respondents.
A healthy and versatile diet is nowadays becoming increasingly relevant, especially among young people. The consumption of fish products also plays an important role. With the increase of conscious diet, fish prices have risen too, which has led to a moderately reduced consumption of fish products. At the same time, fish is consumed less among younger generation than older people. By attending university, the independent life often begins when youngsters are responsible for their own food and maintenance. Less time resource and income also change lifestyle, which will affect students’ purchase behaviour and consumption habits as well. The purpose of this bachelor’s thesis is to investigate Estonian University of Life Sciences students’ purchase behaviour in case of fish products and identify the factors that significantly affect it. The data for this study was collected by a half-structured focus group interview among five students from Estonian University of Life Sciences. The qualitative content analysis was used to analyse the results. The results showed that the students’ consumption of fish products is quite low. The main reason are high prices, which means fish products are not so available to low-income students. At the same time, consumers place themselves in a variety of conditions that are relevant, such as products quality and choice. Despite low incomes, all respondents brought out relying to their current emotions while shopping. Students also preferred to purchase their fish products from specialized stores. Therefore, their degree of price sensitivity is not as high as their own estimates. This also means that consumer decisions are not always well-considered. Just as the environment is constantly changing, the person will also change over time. At the same time, each customer’s purchasing behaviour is influenced by internal and external factors. Therefore, it is quite difficult to foresee people’s purchasing behaviour. Further research is recommended to explore more closely the formation of students’ as a specific segment’s purchase behaviour, involving a considerably larger group of respondents.
Kirjeldus
Bakalaureusetöö
Maamajandusliku ettevõtluse ja finantsjuhtimise õppekaval
Märksõnad
bakalaureusetööd, tarbimine, kalandus, ostukäitumine