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2016, vol. 63, br. 3, str. 871-889
Ponašanje potrošača u pogledu potrošnje organske hrane - dokazi iz Republike Srbije
aDžavni univerzitet u Novom Pazaru, Departman za ekonomske nauke
bDžavni univerzitet u Novom Pazaru, Departman za tehničke nauke

e-adresasvehapi@np.ac.rs, edin.dolicanin@yahoo.com
Sažetak
U razvijenim zemljama tražnja za organskom hranom ostvaruje snažan rast tokom poslednje decenije. Nasuprot tome, tržište organske hrane u Srbiji je u početnoj fazi razvoja i može se smatrati tržištem u nastajanju. Dubljim razumevanjem ponašanja potrošača na tržištu Srbije moguće je kroz adekvatan marketing pristup obezbediti veću per capita potrošnju organske hrane i brži razvoj nacionalnog tržišta. U ovom radu predstavljeni su najvažniji rezultati do kojih se došlo na osnovu kvantitativnog istraživanja stanovnika Srbije u ulozi kupaca i potencijalnih kupaca organske hrane. Istražen je i predočen nivo znanja ispitanika u vezi organskih prehrambenih proizvoda, i otkriven je socio-demografski profil potrošača kao važna determinanta potrošnje datih proizvoda. Pored toga, analizirano je ponašanje potrošača pri kupovini organske hrane sa stanovišta osnovnih instrumenata marketing miksa: proizvoda, cene, marketing komuniciranja i kanala marketinga. Dobijeni rezultati su objašnjeni u odnosu na teorijsko znanje stečeno iz ranijih istraživanja sprovedenih na različitim nacionalnim tržištima. Na osnovu toga obezbeđena je čvrsta osnova za razvoj efikasnih marketing strategija.
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O članku

jezik rada: engleski
vrsta rada: izvorni naučni članak
DOI: 10.5937/ekoPolj1603871V
objavljen u SCIndeksu: 13.10.2016.
Creative Commons License 4.0

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