Analysis of Marketing Instruments Used by Domestic Organic Food Producers
Analiza marketing instrumenata domaćih proizvođača organske hrane
Abstract
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.
Apstrakt
Pregled dosadašnjih istraživačkih rezultata ukazuje na činjenicu da većina izvora vezanih za marketing organske hrane spada u literaturu koja je temeljena na istraživanju potrošača, uz nedostatak opsežnijih istraživanja proizvođača organskih proizvoda. Stoga su u ovom radu predstavljeni nalazi do kojih se došlo kvantitativnim istraživanjem proizvođača organske hrane na teritoriji Republike Srbije. U fokusu analize su osnovni instrumenti marketing miksa (4P) kao najzahvalniji način da se utvrdi u kojoj se meri uspešno sprovode marketing aktivnosti organske hrane u Srbiji. Da bi se dobila celovita slika o uspešnosti tržišnog delovanja proizvođača, dobijeni rezultati su objašnjeni u odnosu na teorijsko znanje o ponašanju potrošača stečeno obimnim pregledom relevantne literature. Rezultati istraživanja značajni su, kako za proizvođače organske hrane, tako i za trgovce, i to zato što ukazuju na ključne elemente poboljšanja plasmana organskih prehrambenih proizvoda poreklom iz Srbije. Kao važan doprinos rada navedenoj temi, u zaključku su date preporuke za razvoj odgovarajuće marketing strategije.
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