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2014, vol. 61, br. 4, str. 837-849
Promocija organske hrane u Srbiji - implikacije istraživanja profila potrošača organske hrane
aUniverzitet u Novom Sadu, Ekonomski fakultet, Subotica
bTuristička organizacija Vojvodine, Novi Sad

e-adresamines@ef.uns.ac.rs, djokicn@ef.uns.ac.rs, nts.pavlovic@gmail.com, znikor@ef.uns.ac.rs
Sažetak
Članak prikazuje rezultate istraživanja frekvencije potrošnje organske hrane (uopšte uzev), sprovedenog u Republici Srbiji u junu 2013 (n=300). Ispitanici su klasifikovani u segment potrošača koji retko konzumiraju organsku hranu i segment potrošača koji često konzumiraju organsku hranu. Istražene su i sociodemografske karakteristike ispitanika što je omogućilo poređenje profila potrošača dva segmenta. Segment potrošača koji često konzumiraju organsku hranu sastoji se od većeg udela žena, ispitanika u braku, ispitanika koji žive u porodici sa decom, a ti ispitanici su takođe i obrazovaniji, žive u većim domaćinstvima i daju višu ocenu prihodu domaćinstva. Imajući u vidu rezultate istraživanja kao i nivo razvijenosti domaćeg tržišta pri odabiru koji segment targetirati, kao i polazeći od razumevanja promocije u kontekstu integrisanih marketing komunikacija i sredstvo-cilj pristupa ponašanju potrošača, date su preporuke za promociju organske hrane.
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O članku

jezik rada: engleski
vrsta rada: izvorni naučni članak
DOI: 10.5937/ekoPolj1404837D
objavljen u SCIndeksu: 13.05.2015.