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The paper presents the application possibility of "Effect size" and Cohen's-d index in the case of introduction of new milk products on the market. The field and online survey were used to establish the potential interest of finalconsumers for new functional food product of dairy company in Slovenia - milk with phytosterols additives. Two techniques possibilities of Cohen-d index were calculated manual and using the Cohen's-d calculator. Further, the application is focused on two main questions in survey regarding observed problem: 1) Would you buy milk with phytosterols additives, which scientifically proven lowers concentration of cholesterol in blood? 2) Would you pay for it at a higher price? The sample includes 419 surveys, 150 surveyswere conducted on field (control group) and 269 surveys were provided online (experimental group). The Cohenćs-d index (d) results show by using manual and Cohen's-d calculator for both groups "small" effect (d=0.35, i.e. d=0.34 ), and "zero or near zero" effect (d=0.15, i.e.= 0.15) when deciding to buy new milk product. U ovom radu prikazan je primjer mogućosti primjene “Utjecaja veličine” i Cohen-d indeksa u slučaju plasiranja novog mliječnog proizvoda na tržište. Terenska i online anketa korištene su za ocjenjivanje potencijalnog interesa potrošača za kupnju novog, funkcionalnog mliječnog proizvoda u Sloveniji - mlijeko s aditivom fitosterolom. Korišten je izračun za dvije vrste Cohen-d indeksa, ručno i pomoću Cohen’s-d kalkulatora na primjeru dvaju glavnih pitanja: 1) Zainteresirani ste za kupnju mlijeka s aditivom fitosterola, koji znanstveno dokazuje sniženje koncentracije kolesterola u krvi i 2) Spremni ste platiti za taj proizvod veću cijenu? Uzorak obuhvaća 419 anketa, od toga provedeno je 150 anketa na terenu (kontrolna skupina), dok je 269 anketa provedeno online (eksperimentalna skupina). Cohen-d indeks (d) rezultati prikazani su za dva prije spomenuta načina izračuna, “mali” učinak (d=0,35, odnosno d=0,34) i “nula ili blizu nule” učinak (d=0,15, odnosno = 0,15).

This study examined the multi-criteria assessment of four dairy products: "Pomursko mlejko" (Pomurje milk), "Lejko mleko" (light milk), "Fyto mleko" (Fyto milk) and "Posneto mleko v prahu" (dried milk). The research was executed by using a multi-criteria methodology, DEX, which was complemented by an econometric analysis for light milk to estimate the trends in production and consumption before analyzed dairy products were implemented on the market. DEXi computer program results indicated that all analyzed milk products were 'above average'. The econometric model was applied to examine changes in the demand for low-fat milk (light milk). Empirical results showed significant consumer response to the increase in the prices of low-fat milk demonstrating income elasticity (1,15 unit). Multikriterijski pristup ocjenjivanja mliječnih proizvoda u smislu upotrebe DEX bio je nadograđen ekonometrijskom analizom za ocjenjivanje proizvodnih i potrošačkih trendova prije negoli su analizirani proizvodi uvršteni u prodaju. Studija istražuje četiri različita mliječna proizvoda odnosno proizvodne alternative: “Pomursko mlejko”, “Lejko mleko”, “Fyto mleko” i “Posneto mleko v prahu”. Rezultati DEXi analize ukazuju na to da se svi analizirani mliječni proizvodi svrstavaju u kategoriju “iznadprosječni”. Istraživana je mogućnost poboljšanja situacije s mlijekom u prahu preko povećanja njegove distribucijske moći na tržištu, te je pri tome upotrijebljena “what-if‘” (“što-ako”) analiza. U zadnjoj fazi izgrađen je ekonometrijski model za ocjenjivanje promjena u strukturi potraživanja mlijeka s malim postotkom masnoće. Empirijski rezultati pokazali su veliku reakciju kupaca na promjene u cijenama te vrste mlijeka, s relativno visokim vrijednostima elastičnosti potraživanja (1,15 jedinice).

Osrednji namen raziskave je bil ocenitev mlečnega proizvodnega programa podjetja Pomurske mlekarne d. d. z orodjem za večkriterijsko odločanje DEX. Analiza je zajemala 4 alternative: Pomursko mlejko, Lejko mlejko, Fyto mlejko in Posneto mleko v prahu. Raziskava je pokazala, da se po parametrih, ki smo jih v modelu upoštevali, Pomursko mlejko in Lejko mlejko v matriki tržnega premoženja uvrščata v kategorijo izdelkov s strategijo rasti, Fyto mlejko in Posneto mleko v prahu pa v kategorijo izdelkov selektivne strategije. Izpostavila se je možnost izboljšanja pozicije Posnetega mleka v prahu (analiza »what if«), in sicer s povečano distribucijo in posledično morebitnim povečanjem deleža na slovenskem trgu. Poleg tega smo z ekonometričnim modelom predstavili spremembe v obsegu povpraševanja po lahkem mleku (do 1,5 % mm) v Sloveniji. Rezultati kažejo, da porast cene lahkega mleka na slovenskem tržišču povzroči zmanjšanje povpraševanja po njem za 1,15 enote povečanje povprečne neto plače povzroči povečanje povpraševanja po lahkem mleku za 1,24 enote povečanje cene jogurta, katerega količina ne presega 300 g in vsebuje 3,2 % mm, pa povzroči povečanje povpraševanja po lahkem mleku za 0,73 enote. Na podlagi trendovskih izračunov smo napovedali vrednost neodvisnih spremenljivk, ki nakazujejo, da se bo povpraševanje po lahkem mleku, ob izpolnjenem pogoju »ceteris paribus«, v Sloveniji do leta 2014 konstantno povečevalo. The main purpose of the study was to evaluate the Pomurske mlekarne d. d. milk products with a multi-criteria decision analysis tool DEX. The analysis includes four product alternatives: Pomursko mlejko, Lejko mlejko, Fyto mlejko and Posneto mleko v prahu. Research showed that the parameters taken into account in an array of market assets put Pomursko mlejko and Lejko mlejko in the category of products in line with the growth strategy, while Fyto mlejko and Posneto mleko v prahu fall in the category of selective strategies. We presented the possibility of improving the position of Posneto mleko v prahu ("what-if" analysis) through increased distribution and, consequently, potential increase of its share in the Slovenian market. In addition, we present the econometric model illustrating the change in demand for low-fat milk (up to 1,5 % milk fat) in Slovenia. The results showed that the increase of low-fat milk prices in the Slovenian market results in the decline in its demand for 1,15 units an increase in average net wage boosts low-fat milk demand by 1,24 units, and a rise of yogurt prices, with the amount of yogurt not exceeding 300 g and 3,2 % milk fat, leads to an increase in low-fat milk demand for 0,73 units. Based on trend calculations, we predicted the value of independent variables which are suggesting that low-fat milk demand in Slovenia will be on a constant increase by 2014 (when condition "ceteris paribus" is fulfilled).

V letu 2009 smo s pomočjo terenske in spletne ankete ugotavljali potencialni interes potrošnikov za novo funkcionalno živilo Pomurskih mlekarn — mleko z dodatki fitosterolov. Iz rezultatov obeh anket smo ugotovili, da je prepoznavnost pojma »funkcionalno živilo« zelo slaba, pozna ga le 20% anketirancev, kjer je poznavanje pojma odvisno od starosti in izobrazbe. Približno 50% anketirancev je pripravljenih kupiti izdelek (pripravljenost ni odvisna od starosti in izobrazbe), le približno 30% pa jih je pripravljenih plačati višjo ceno zanj, kjer je pripravljenost odvisna od starosti le v spletni anketi. Vzporedno smo raziskovali trg konkurenčnih izdelkov na domačem trgu in izpostavili nekatere podobne izdelke na tujih trgih, kjer smo ugotovili, da mleka z dodatki fitosterolov na domačem trgu ni, najdemo pa veliko različnih fermentiranih jogurtov s funkcionalnimi sestavinami, med drugim tudi z dodatki fitosterolov. Na drugih trgih se podobni izdelki nahajajo v obliki fermentiranih stogramskih jogurtov, ki vsebujejo takšno količino fitosterolov, da z eno stekleničko zadovoljimo potreben dnevni vnos. Glede na rezultate obeh anket, poglobljen intervju s tržniki Pomurskih mlekarn in dokaj dobro pokritost trga sklepamo, da je novi izdelek potrebno tudi cenovno približati kupcem obstoječega izdelka - pomurskega mleka. Ob tem je ključnega pomena, da kupcem korektno predstavimo vse bistvene značilnost in prednosti uživanja mleka. In the early summer 2009, we were using field and online survey to establish the potential interest of final consumers for new functional food product of dairy company Pomurske mlekarne - milk with phytosterols additives. In the results of both surveys we found that the visibility of the concept of "functional food" is very bad, only 20% of respondents know its meaning, where knowledge of the concept depends on the age and education. About 50% of respondents are willing to buy the product (which does not depends of both age and education), and only about 30% of them are willing to pay a higher price for it, where the willingness depends on age only in the online survey. In parallel, we studied the presence of competing products on the domestic market and presented some similar products in foreign (neighbouring) markets. The research results indicate that milk containing added phytosterols in the domestic market can not be found, but we can find a lot of different fermented yoghurts with functional ingredients, including additives of phytosterols. In other markets majority of a similar products appear in the form of hundred-gram of fermented yoghurt, containing such quantity of phytosterols in order to satisfy the need of daily intake. Based on the results of both surveys, in-depth interview with personnel marketing department of the company and a fairly good saturation of the market suggest that for successful sales of the new product it is recommended to approximate its price to the price of existing product - Pomursko mleko. Key message of product´s characteristics and benefits of its use should be delivered to the buyer at the same time.