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Strategic Management
2019, vol. 24, br. 3, str. 24-32
jezik rada: engleski
vrsta rada: neklasifikovan
doi:10.5937/StraMan1903024K
Improving the placement of food products of organic origin on the AP Vojvodina market
(naslov ne postoji na srpskom)
Univerzitet u Novom Sadu, Ekonomski fakultet, Subotica

e-adresa: radenko.maric@ef.uns.ac.rs

Sažetak

(ne postoji na srpskom)
The aim of this paper is to define suggestions and guidelines for improving the placement of food products of organic origin in the AP Vojvodina market. The main task is to identify and analyse indicators that the final consumers consider most important when purchasing food products of organic origin. The data was collected by field and electronic studies on a sample of 500 final consumers about their expectations, attitudes and habits in the purchase and consumption of organic food. Descriptive statistics was used for data processing, while multiple regression analysis was used to interpret results and test the established hypotheses. The results showed the existence of statistically significant correlations between different indicators, such as: quality label, origin of the product, composition of raw materials, freshness, price, taste, place of sale and packaging and consumers' decision to purchase an organic food product. The results of the research will serve as a basis for the creation of a regression model for the successful placement of food products of organic origin in the AP Vojvodina market. The practical significance of the research is reflected in the fact that it will indicate to the supply chain managers the indicators that need to be optimized to ensure more efficient placement of organic products on the national market. Suggestions and recommendations for future research are provided in the paper.

Ključne reči

food products of organic origin; quality; consumer's expectations; product origin; supply chains

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