Percepcija potrošača o proizvodima sa oznakom geografskog porekla u Srbiji
Consumers’ Perception of Products with Geographical Indications in Serbia
Apstrakt
Oznake geografskog porekla, kao deo obeležavanja i pakovanja proizvoda, intenzivno se koriste širom sveta kao moćan alat za diversifikaciju i brendiranje proizvoda. Cilj istraživanja jeste analiza nivoa upoznatosti i znanja potrošača o oznakama geografskog porekla u Srbiji. U tu svrhu, prezentovani su rezultati istraživanja sprovedenog na uzorku od 806 ispitanika na teritoriji Srbije. Statistička analiza obuhvatila je analizu percipirane svesti i upoznatosti o proizvodima sa oznakom geografskog porekla kao i testiranje razlika između nivoa upoznatosti ispitanika o hrani sa oznakama porekla uzevši u obzir odabrana socio-demografska obeležja. Rezultati sprovedenog istraživanja ukazali su da postoje značajne statističke razlike mesečnog prihoda i nivoa obrazovanja u pogledu upoznatosti potrošača o oznakama porekla. Dodatno, ispitanici su pokazali nizak nivo znanja o oznakama geografskog porekla, kvalitetu, koristima i načinu proizvodnje ovih proizvoda, kao i postojanju adekvatnog sistema kontrole i sertifikacije. Kako potrošači smatraju da nemaju dovoljno znanja, ovakav nalaz sugeriše da je potrebno preduzeti akcije koje će doprineti edukaciji i informisanju potrošača. U marketinškom pogledu, na osnovu rezultata istraživanja dati su zaključci za marketing menadžere, donosioce odluka, poljoprivredne proizvođače kao i pravci za buduća istraživanja.
Abstract
Geographical indications, as part of product labeling and packaging, are used extensively worldwide as a powerful tool for product diversification and branding.The main purpose of this study is to shed light on consumers’ awareness and knowledge of geographical indications in Serbia. Aiming to bridge this gap, we present the results obtained from a consumer survey on a sample of 806 respondents in the territory of Serbia. Differences in consumers’ awareness of geographical indications have been tested according to several socio-demographic criteria. The results showed that there are significant statistical differences in monthly income and level of education regarding consumer awareness of GIs. In addition, the respondents indicated a low level of knowledge about the GIs, qualities, benefits, and method of production of these products, as well as the existence of an adequate control system. As consumers consider themselves insufficiently informed, this finding suggests that it is necessary to undertake actions that will contribute to the consumers’ education and information. Based on the obtained results, recommendations useful for marketing managers, decision-makers, agricultural producers as well as future research are given in the paper.
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