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ÖKOPAKENDI ROLL TOOTE TAJUTUD KVALITEEDI KUJUNEMISEL LEHTSALATI NÄITEL Magistritöö Õppekava TATM02/15, Peaeriala Turundus

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ÖKOPAKENDI ROLL TOOTE TAJUTUD KVALITEEDI KUJUNEMISEL LEHTSALATI NÄITEL Magistritöö Õppekava TATM02/15, Peaeriala Turundus TALLINNA TEHNIKAÜLIKOOL Majandusteaduskond Ärikorralduse instituut Liisi Kaasik ÖKOPAKENDI ROLL TOOTE TAJUTUD KVALITEEDI KUJUNEMISEL LEHTSALATI NÄITEL Magistritöö Õppekava TATM02/15, peaeriala turundus Juhendaja: Eliis Salm, MA Tallinn 2019 Deklareerin, et olen koostanud töö iseseisvalt ja olen viidanud kõikidele töö koostamisel kasutatud teiste autorite töödele, olulistele seisukohtadele ja andmetele, ning ei ole esitanud sama tööd varasemalt ainepunktide saamiseks. Töö pikkuseks on 10 397 sõna sissejuhatusest kuni kokkuvõtte lõpuni. Liisi Kaasik ………………………………. (allkiri, kuupäev) Üliõpilase kood: 186174TATM Üliõpilase e-posti aadress: [email protected] Juhendaja: Eliis Salm, MA Töö vastab kehtivatele nõuetele …………………………………………… (allkiri, kuupäev) Kaitsmiskomisjoni esimees: Iivi Riivits-Arkonsuo, PhD ………………………………… (nimi, allkiri, kuupäev) SISUKORD LÜHIKOKKUVÕTE ...................................................................................................................... 4 SISSEJUHATUS ............................................................................................................................. 5 1. TOOTE TAJUTUD KVALITEET JA PAKEND ....................................................................... 8 1.1. Tajutud kvaliteedi olemus .................................................................................................... 8 1.2. Tajutud kvaliteedi olulisus.................................................................................................. 14 1.3. Pakendi roll tajutud kvaliteedi kujunemisel ....................................................................... 18 2. VARASEMAD UURIMUSED NING METOODIKA ............................................................. 23 2.1. Varasemad uurimused ökopakendi rollist toote tajutud kvaliteedi kujunemisel ................ 24 2.2. Uurimuse metoodika .......................................................................................................... 26 3. VASTUSTE ANALÜÜS JA JÄRELDUSED ........................................................................... 30 3.1. Valimi kirjeldus .................................................................................................................. 30 3.2. Uuringu tulemused ............................................................................................................. 32 3.3. Järeldused, soovitused ja piirangud .................................................................................... 39 KOKKUVÕTE .............................................................................................................................. 41 SUMMARY .................................................................................................................................. 44 KASUTATUD ALLIKATE LOETELU ....................................................................................... 47 LISAD ........................................................................................................................................... 54 Lisa 1. Lehtsalati tajutud kvaliteedi küsitluse vastused ............................................................. 54 Lisa 2. Küsimustikus kasutatud foto (tavaplastist istikupott) .................................................... 61 Lisa 3. Küsimustikus kasutatud foto (bioplastist istikupott) ..................................................... 62 Lisa 4. Küsimustikus kasutatud foto (turbast istikupott) ........................................................... 63 Lisa 5. Vastajate jagunemine soo ja vanuse järgi ...................................................................... 64 Lisa 6. Keskmised hinnangud pakendite keskkonnasõbralikkusele ning nende võrdlus .......... 65 Lisa 7. Kvaliteedihinnangute keskmiste erinevuse analüüs ...................................................... 66 Lisa 8. Erinevate pakendite atraktiivsusele, funktsionaalsusele ja innovatiivsusele antud hinnangute keskmiste võrdlus ................................................................................................... 68 Lisa 9. Turbast istikupottidele antud hinnangute keskmiste võrdlus ........................................ 71 Lisa 10. Pealinlaste kvaliteedihinnangute keskmise võrdlus mujalt pärit vastajate kvaliteedihinnangute keskmisega .............................................................................................. 72 Lisa 11. Väljavõte korrelatsioonimaatriksist olulisemate näitajatega ....................................... 73 Lisa 12. Meeste ja naiste poolt antud kvaliteedihinnangute keskmiste võrdlus ........................ 81 2 Lisa 13. Kvaliteedihinnangute keskmiste võrdlus nende vahel, kes on ise köögivilju kasvatanud ja kes ei ole ................................................................................................................................ 83 Lisa 14. Kvaliteedihinnangute keskmiste võrdlus nende vahel, kes peavad lehtsalati söömist pikas perspektiivis tervislikuks ja teised (ei pea tervislikuks või ei oska öelda) ....................... 87 Lisa 15. Kvaliteedihinnangute keskmiste erinevused haridustasemete lõikes .......................... 91 Lisa 16. Kvaliteedihinnangute keskmiste erinevused sissetulekute lõikes................................ 95 Lisa 17. Regressioonanalüüsid turbast istikupoti kohta ............................................................ 99 Lisa 18. Regressioonanalüüsid bioplastist istikupoti kohta ..................................................... 101 Lisa 19. Regressioonanalüüsid tavaplastist istikupoti kohta ................................................... 103 Lisa 20. Maxima klientide kvaliteedihinnangute keskmiste võrdlus erinevate pakendite lõikes ................................................................................................................................................. 104 Lisa 21. Coop’i klientide kvaliteedihinnangute keskmiste võrdlus erinevate pakendite lõikes ................................................................................................................................................. 106 Lisa 22. Selveri/Kaubamaja klientide kvaliteedihinnangute keskmiste võrdlus erinevate pakendite lõikes ....................................................................................................................... 108 Lisa 23. Rimi klientide kvaliteedihinnangute keskmiste võrdlus erinevate pakendite lõikes . 110 Lisa 24. Prisma klientide kvaliteedihinnangute keskmiste võrdlus erinevate pakendite lõikes ................................................................................................................................................. 112 Lisa 25. Turu klientide kvaliteedihinnangute keskmiste võrdlus erinevate pakendite lõikes . 114 Lisa 26. Kõigi ülejäänud poodide klientide kvaliteedihinnangute keskmiste võrdlus erinevate pakendite lõikes ....................................................................................................................... 116 3 LÜHIKOKKUVÕTE Kuigi tänapäeval on ettevõtete jaoks surve ökopakendeid kasutusele võtta järjest suurem, on hetkel ökopakendi rolli toote tajutud kvaliteedi kujunemisel vähe uuritud ning erinevate tootegruppide osas ei ole selge, kuidas see toote tajutud kvaliteeti võiks mõjutada. Käesoleva töö uurimisprobleem seisnebki selles, et veel ei ole uuritud ökopakendi rolli lehtsalati tajutud kvaliteedi kujunemisel. Töö eesmärk on seega välja selgitada, milline on ökopakendi roll toote tajutud kvaliteedi kujunemisel lehtsalati näitel. Selleks viib töö autor läbi uurimuse, milleks ta kasutab elektroonilist küsimustikku ning levitab seda vastajatele lumepallimeetodil läbi erinevate elektrooniliste kanalite. Küsimustik on eestikeelne ning koosneb 35 küsimusest, mis baseeruvad töö esimeses osas esitatud teooriatel ning varasematel samateemalistel uurimustel. Tajutud kvaliteedi hindamiseks kasutab töö autor kolme erineva pakendiga (tavaplastist, bioplastist ja turbast istikupotiga) lehtsalati fotot. Vastajaid on kokku 212, kellest 42 on mehed ning 170 naised ning nende keskmine vanus on 33 aastat (mood ja mediaan 31). Tulemuste analüüsiks kasutatakse erinevaid kvantitatiivse andmeanalüüsi meetodeid (korrelatsioonanalüüs, regressioonanalüüs, ANOVA, t-test). Uurimuse tulemused näitavad, et ökopakendis esitatud lehtsalatit hinnatakse kõrgemakvaliteediliseks kui tavapakendis esitatud lehtsalatit, mistõttu võib järeldada, et ökopakend mängib lehtsalati tajutud kvaliteedi kujunemisel kvaliteeti tõstvat rolli. Kõige kõrgemalt hindavad vastajad turbast istikupotis esitatud lehtsalati kvaliteeti, teisena bioplastikust potis lehtsalati kvaliteeti ning kõige madalamalt tavaplastist potis esitatud lehtsalati kvaliteeti. Uurimusest selgub veel, et kui vastajad peavad tavaplastist pakendit üldiselt mittekeskkonnasõbralikuks ning turbast pigem keskkonnasõbralikuks, siis bioplastist pakendi osas on vastuste varieeruvus suurem ning keskmine hinnang selle keskkonnasõbralikkuse kohta jääb 7- palli skaalal alla keskmise. Võtmesõnad: ökopakend, keskkonnasõbralik pakend, tajutud kvaliteet, lehtsalat 4 SISSEJUHATUS Käesolevas töös uuritakse ökopakendi mõju istikupotis esitatud lehtsalati tajutud kvaliteedile. Teema on aktuaalne, kuna nii toode ise (lehtsalat) kui selle pakend (plastikust istikupott) on mõlemad väga tihedalt seotud kaasaegsest elustiilist tulenevate tervise- ning keskkonnaprobleemidega, mis leiavad järjest rohkem kajastust ka massimeedias ning riiklikes kui ka vabatahtlike organisatsioonide poolt korraldatud kampaaniates. Ehk ühest küljest on inimeste ebatervislike toitumisharjumuste
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