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2021, vol. 48, br. 2, str. 141-153
Plasman prehrambenih proizvoda u uslovima COVID-19 pandemije
Univerzitet u Novom Sadu, Ekonomski fakultet, Subotica, Srbija

e-adresaradenko.maric@ef.uns.ac.rs
Ključne reči: plasman prehrambenih proizvoda; lanac snabdevanja; COVID-19 pandemija; ponašanje potrošača
Sažetak
COVID-19 pandemija je u potpunosti promenila obrasce ponašanja na tržištu. Fizička distanca, mere karantina, sigurnosni i bezbedonosni protokoli i nestašice, duž celog lanca snabdevanja, naročito su se odrazili na plasman prehrambenih proizvoda. S tim u vezi, cilj ovog rada je definisanje uticaja različitih indikatora na plasman prehrambenih proizvoda u uslovima COVID-19 pandemije. Sprovedeno je empirijsko istraživanje na uzorku od 248 finalnih potrošača. Istraživanje je sprovedeno tokom trećeg talasa pandemije COVID-19 na teritoriji Republike Srbije (februar - April 2021. godine). Kreiran je onlajn upitnik koji je prosleđen potrošačima na e-mail adrese iz prikupljenih baza trgovačkih preduzeća koja pokrivaju domaće tržište. Analiza je posebno vršena za četri grupe esencijalnih prehrambenih proizvoda u uslovima pandemije: meso i mesne prerađevine, voće i povrće, mleko i mlečni proizvodi, žitarice i proizvodi od žita. Za testiranje prve grupe, hipoteza istraživanja o uticaju indikatora na plasman prehrambenih proizvoda, primenjen je metod Strukturnog modeliranja (SEM) ili Analiza puta. Višestruka regresiona analiza je korišćena za ispitivanje korelacije između potkategorija prehrambenih proizvoda. Rezultati su pokazali statistički značajan uticaj indikatora poput standarda sigurnosti i bezbednosti, higijene, cene, svežine proizvoda, nutritivnog sastava, transparentnosti lanca i kvaliteta proizvoda. Uticaj navedenih indikatora se značajno razlikuje u zavisnosti od analizirane grupe proizvoda. Dobijeni rezultati ukazuju menadžmentu lanca snabdevanja koje negativne uticaje je potrebno minimizirati kako bi se obezbedio pravovremeni plasman prehrambenih proizvoda i efikasnije zadovoljile potrebe finalnih potrošača u uslovima pandemije. Smernice za buduća istraživanja su navedene u radu.
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O članku

jezik rada: engleski
vrsta rada: izvorni naučni članak
DOI: 10.5937/ffr48-34389
primljen: 13.10.2021.
revidiran: 17.11.2021.
prihvaćen: 18.11.2021.
objavljen onlajn: 19.11.2021.
objavljen u SCIndeksu: 25.03.2022.
metod recenzije: jednostruko anoniman
Creative Commons License 4.0

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