The Analysis of Marketing Factors Influencing Consumers’ Preferences and Acceptance of Organic Food Products—Recommendations for the Optimization of the Offer in a Developing Market
| Autor: | Dragana Ćirović, Tamara Backović Vulić, Boban Melović, Michal Greguš, Branislav Dudic |
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| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: |
Organic product
organic food Health (social science) 030309 nutrition & dietetics media_common.quotation_subject Distribution (economics) Plant Science lcsh:Chemical technology Health Professions (miscellaneous) Microbiology Article Supply and demand 03 medical and health sciences Promotion (rank) 0502 economics and business Added value consumer preferences Quality (business) product acceptance sensory properties lcsh:TP1-1185 Marketing media_common 0303 health sciences business.industry 05 social sciences market Purchasing Product (business) 050211 marketing Business optimization Food Science |
| Zdroj: | Foods, Vol 9, Iss 3, p 259 (2020) Foods Volume 9 Issue 3 |
| ISSN: | 2304-8158 |
| Popis: | Considering the benefits of the organic production system, it is recognized as one of the main drivers of future economic development. However, the imbalance between demand and supply at the local market level represents one of the serious obstacles that prevents its future growth. Therefore, this article examines the key factors related to the main elements of the offer that have the strongest impact on consumer preferences and acceptance of organic food products. In that sense, organic product, price, distribution channel, and promotion are considered the main elements of the offer and are analyzed in this paper from the consumer preferences perspective. Further, this article provides insight into some of the sensory properties of the offer that are important to consumers. Finally, it gives recommendations for optimization of the offer on the organic food market based on the analysis of the influence of each of those elements (product, price, distribution, and promotion) on consumer acceptance of organic products and making purchasing decisions. The data were collected using a questionnaire, and analyzed using the structural equation model (SEM). The results revealed that price and promotion have the strongest impact on consumer acceptance and buying decisions. Further analysis revealed that attitudes towards organic food products, price/quality ratio, distribution barriers, and modern media as a promotion instrument are the factors that have the most significant impact on consumer perception and attitudes towards the available market offer. These findings can help producers and other decision makers to better understand what creates added value of the organic food products in consumers&rsquo mind and therefore make an offer that is in line with their expectations and preferences, which is recognized as one of the main prerequisites for the acceptance and purchase of organic food products. |
| Databáze: | OpenAIRE |
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