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Ekonomika preduzeća
2020, vol. 68, br. 3-4, str. 215-228
jezik rada: engleski
vrsta rada: izvorni naučni članak
objavljeno: 20/05/2020
doi: 10.5937/EKOPRE2004215S
Berza maline u Srbiji - ispitivanje stavova proizvođača
aUniverzitet u Kragujevcu, Ekonomski fakultet, Katedra za menadžment i poslovnu ekonomiju
bUniverzitet u Kragujevcu, Ekonomski fakultet

Sažetak

U radu je analizirana mogućnost razvoja robne berze na kojoj bi se trgovalo malinama proizvedenim u Srbiji. Osnivanjem berze malina obezbedilo bi se tržišno utvrđivanje cene ovog voća, što bi verovatno povećalo zadovoljstvo kod proizvođača. U te svrhe analizirani su regulatorni uslovi razvoja robnih berzi u Srbiji i obim proizvodnje malina koji se ostvaruje u Srbiji. U cilju ocene kvaliteta usluga otkupljivača maline (hladnjačara) i percepcije vrednosti prodaje preko berze, u radu je sprovedeno i empirijsko istraživanje. Takođe, analizirana je i povezanost ovih varijabli sa zadovoljstvom i lojalnošću proizvođača maline (malinara) uslugama hladnjačara. Na ovaj način, indirektno je analizirana spremnost malinara za prelazak na prodaju preko robne berze. Statistička obrada i analiza podataka izvršene su korišćenjem softverskih paketa Microsoft Excel i SPSS. Više ocene percipirane vrednosti prodaje preko berze od ocene kvaliteta usluga hladnjačara, kao i negativan uticaj te percipirane vrednosti na zadovoljstvo uslugama hladnjačara, indirektno ukazuju na spremnost proizvođača malina na prelazak na prodaju preko berze.

Ključne reči

maline; robna berza; kvalitet usluga otkupljivača maline; percipirana vrednost prodaje preko robne berze

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