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Ekonomika poljoprivrede
2015, vol. 62, iss. 3, pp. 627-644
article language: English
document type: Original Scientific Paper
published on: 29/10/2015
doi: 10.5937/ekoPolj1503627C
Research of honey consumers' behavior in province of Vojvodina
aUniversity of Business Academy in Novi Sad, Faculty of economics and engineering management
bUniversity of Kragujevac, Faculty of Hotel Management and Tourism, Vrnjačka Banja

e-mail: majaciric79@yahoo.com, svetlana.ignjatijevic@gmail.com, dvcmmv@gmail.com

Project

Sustainable agriculture and rural development in the function of accomplishing strategic objectives of the Republic of Serbia in the Danube region (MESTD - 46006)

Abstract

The region of Vojvodina is considered to be very favorable for honey production, whereby the area of Fruska Gora is primarily considered as the most bountiful. However, one of the key problems that honey producers encounter is the lack of understanding of consumer behavior and therefore inability to create appropriate marketing strategies and programs. Therefore, the aim of this paper is to provide assistance to honey producers in Vojvodina, to lime honey producers from Fruska Gora with protected geographical origin in particular, to identify the motives, attitudes and buying habits of consumers of honey in Vojvodina. The conclusion is carried to summarize the obtained results about what type of honey consumers in Vojvodina buy, why, where, when, how often and what are their attitudes toward the introduction of a new brand of honey. Moreover, it presents the basic guidelines to honey producers for the improvement of marketing strategies and marketing programs.

Keywords

References

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