Analysis of marketing instruments used by domestic organic food producers
| Autor: | Semir Vehapi, Edin Dolicanin |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2016 |
| Předmět: |
organic food
business.industry lcsh:Marketing. Distribution of products Food marketing 05 social sciences market Literature based Marketing mix Marketing strategy consumers Market activity Order (exchange) Food products 0502 economics and business 050211 marketing producers lcsh:HF5410-5417.5 Business Marketing Serbia 050212 sport leisure & tourism Consumer behaviour |
| Zdroj: | Marketing (Beograd. 1991), Vol 47, Iss 1, Pp 29-41 (2016) |
| ISSN: | 2334-8364 0354-3471 |
| Popis: | The overview of previous research results points out to the fact that the majority of the sources related to the organic food marketing belong to the literature based on the research of consumers, with the lack of extensive research of organic food producers. Thus, the results obtained by the quantitative research of organic food producers on the territory of the Republic of Serbia, are presented in this paper. The main marketing mix instruments (4P) are in the focus of analysis, as the most beneficial way of determining the success of marketing activities of the organic food producers in Serbia. In order to get a comprehensive idea of the success of the market activity of the producers, the obtained results are explained in regard to the theoretical knowledge of consumer behavior, acquired by an extensive overview of the relevant literature. The research results are significant, both for the producers of organic food, as well as for traders, because they indicate the key elements to improve the placement of organic food products originating in Serbia. As an important contribution of the paper to the topic, recommendations for the development of an appropriate marketing strategy are given in the conclusion. |
| Databáze: | OpenAIRE |
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