The effects of certain marketing instrument factors on performance of local food market subjects in Koprivnica-Križevci County

Autor: Silvije Jerčinović
Jazyk: chorvatština
Rok vydání: 2019
Předmět:
Zdroj: Podravina : časopis za geografska i povijesna multidisciplinarna istraživanja
Volume 18
Issue 35
ISSN: 1848-8854
1333-5286
Popis: Odgovarajućom kombinacija instrumenata marketinga ostvaruju se tržišno orijentirani ciljevi poduzeća. Njihova optimalna kombinacija uvjetovana je i karakterom tržišta na kojem se odvija pojedina poslovna aktivnost. Uspostava konkurentnog poljoprivredno prehrambenog sektora, naročito u kontekstu nacionalnog razvoja poduzetništva u poljoprivredi, temelji se i na organizaciji lokalnih tržišta hrane. Stoga je svrha ovog rada utvrditi pojedine određujuće čimbenike instrumenta marketinga u specifičnim uvjetima lokalne proizvodnje hrane kao prediktore uspješnosti malih proizvođača hrane u Koprivničko križevačkoj županiji.Za potrebe rada provedeno je primarno istraživanje na uzorku malih proizvođača hrane u Koprivničko križevačkoj u čiju svrhu je korišten anketni upitnik kao instrument istraživanja. Cilj je bio ispitati kako i na koji način pojedini instrumenti marketinga utječu na poslovnu uspješnost malih proizvođača hrana na lokalnoj razini. U obradi rezultata koriste se metode univarijatne analize, bivarijatne analize, te multivarijatne metode.
Achieving market-oriented business goals is result of an appropriate combination of marketing tools. Their optimal combination is conditioned by the character of the market where a particular business activity is taking place. The establishment of a competitive agri-food sector, particularly in the context of national entrepreneurial development in agriculture, is based on the organization of local food markets as well. Therefore, the purpose of this paper is to determine the specific determinants of the marketing instrument in the specific conditions of local food production as predictors of the business performance of small food producers in Koprivnica Križevci County. Primary research on a sample of small food producers in Koprivnica Krizevci was carried out. As a research intrument a survey questionnaire was used. The aim was to examine how certain marketing tools affect the business performance of small food producers at the local level. Univariate analysis, bivariate analysis, and multivariate methods were used in the analysis of results.
Databáze: OpenAIRE
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