FAKTORI KOJI UTIČU NA UČESTALOST POTROŠNJE DOMAĆIH I INOSTRANIH BRENDOVA BRZE HRANE
Sažetak
Brz tempo života poslednjih godina doveo je do povećane konzumacije brze hrane u svim životnim uzrastima i socijalnim grupama, kao i s tim u vezi do povećanja broja novootvorenih restorana brze hrane. Prethodno analizirana istraživanja iz ove oblasti pokazuju da razni faktori utiču na odluku pojedinca o (ne)konzumiranju brze hrane, pri čemu se izdvajaju sledećih 5 faktora: pogodnost, reputacija brenda, kvalitet, doslednost i troškovi. Stoga je cilj ovog istraživanja bio da se identifikuje koji su to ključni faktori koji utiču na učestalost potrošnje domaćih i inostranih brendova brze hrane. Uzorkom je bilo obuhvaćeno 146 ispitanika različitog pola, starosti, stručne spreme, radnog statusa. Putem anonimnog upitnika, strukturiranog iz tri celine, onlajn putem je izvršeno primarno istraživanje. Na osnovu dobijenih podataka putem ordinarne logičke regresije potvrđena je polazna hipoteza, jer je utvrđeno da postoji statistički signifikantan faktor učestalosti potrošnje brze hrane, a taj faktor je pogodnost. Potvrđeno je da se pod faktorom pogodnost podrazumeva praktičnost i ušteda vremena, mogućnost da se do brze hrane lako dođe, radno vreme restorana brze hrane skoro 24 časa i njihova relativna blizina ispitanicima. Sa aspekta tržišta, značajan je rezultat istraživanja da ispitanici prednost daju domaćim u odnosu na inostrane brendove brze hrane.
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