Kvalitativno istraživanje razloga, prepreka i stereotipa vezanih za potrošnju i potrošače voća u Srbiji
Qualitative Research of Motives, Barriers and Stereotypes in Fruit Consumption in Serbia
Apstrakt
Studija predstavljena u ovom radu čini sastavni deo sveobuhvatne studije posvećene razvoju nauke o potrošačima hrane na Zapadnom Balkanu. U ovom radu predstavljen je deo najvažnijih nalaza do kojih su autori došli na osnovu sprovedenog kvalitativnog istraživanja. Istraživanje je sprovedeno tehnikom dubinskih intervjua, a njime je obuhvaćeno 30 potrošača voća u Srbiji. Istraženi su i analizirani glavni razlozi i prepreke za potrošnju voća među urbanim i ruralnim, muškim i ženskim ispitanicima, kao i uvreženi stereotipi o tome ko su konzumenti i nekonzumenti voća. Predstavljeni rezultati podržavaju opšte teorijsko znanje stečeno iz različitih istraživanja prethodno sprovedenih u ekonomski razvijenijim zemljama.
Abstract
The study presented in this paper makes a constituent part of another study dedicated to the development of food consumer science in the Western Balkans. The paper presents a part of the most relevant findings that the authors have obtained and analyzed from thirty in-depth interviews conducted with fruit consumers in Serbia. Main motives and barriers for consumption of fruit among urban and rural as well as male and female respondents are explored and elaborated. Additionally, existence of particular stereotypes of fruit consumers and non-consumers revealed through implemented projective technique is also discussed in this paper. The findings presented support general theoretical knowledge obtained from various food consumer studies previously conducted in more developed economies.
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