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Marketing
2012, vol. 43, br. 1, str. 62-76
jezik rada: engleski
vrsta rada: prethodno saopštenje
doi:10.5937/markt1201062J
Marketing istraživanje tržišta čokolade u Makedoniji
Faculty of Economics, University 'Goce Delcev', Shtip, Republic of Macedonia

Sažetak

Tržište potrošnih dobara u Makedoniji, a posebno tržište čokolade, preuzeto je od strane brojnih stranih brendova. Domaće kompanije, bez obzira na svoju veličinu, gube tržišno učešće u odnosu na konkurente sa jačim strategijama. Ovaj rad ukazuje na postojeće slabosti aktuelnih strategija domaćih kompanija putem studije slučaja 2 najveća proizvođača konditorskih proizvoda u Makedoniji, s jedne strane, i otkriva ponašanje potrošača i njihove preferencije na tržištu potrošnih dobara i čokolade putem marketing istraživanja i analize namernog uzorka od 300 potrošača, s druge strane. Primenjene su istraživačke tehnike za potrebe istraživanja ponašanja potrošača u vidu upitnika i dubinskih intervjua sa menadžerima kompanija. Analiza jasno pokazuje da adekvatnim marketing istraživanjima, npr. implementacijom modela i tehnika istraživanja tržišta, baza za konkurentnu i uspešnu marketing strategiju može biti kreirana, ne samo od strane velikih korporacija, već isto tako i od strane pojedinaca / vlasnika malih i srednjih preduzeća.

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