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2016, vol. 47, br. 1, str. 29-41
Analiza marketing instrumenata domaćih proizvođača organske hrane
Džavni univerzitet u Novom Pazaru

e-adresasvehapi@np.ac.rs, edin@np.ac.rs
Sažetak
Pregled dosadašnjih istraživačkih rezultata ukazuje na činjenicu da većina izvora vezanih za marketing organske hrane spada u literaturu koja je temeljena na istraživanju potrošača, uz nedostatak opsežnijih istraživanja proizvođača organskih proizvoda. Stoga su u ovom radu predstavljeni nalazi do kojih se došlo kvantitativnim istraživanjem proizvođača organske hrane na teritoriji Republike Srbije. U fokusu analize su osnovni instrumenti marketing miksa (4P) kao najzahvalniji način da se utvrdi u kojoj se meri uspešno sprovode marketing aktivnosti organske hrane u Srbiji. Da bi se dobila celovita slika o uspešnosti tržišnog delovanja proizvođača, dobijeni rezultati su objašnjeni u odnosu na teorijsko znanje o ponašanju potrošača stečeno obimnim pregledom relevantne literature. Rezultati istraživanja značajni su, kako za proizvođače organske hrane, tako i za trgovce, i to zato što ukazuju na ključne elemente poboljšanja plasmana organskih prehrambenih proizvoda poreklom iz Srbije. Kao važan doprinos rada navedenoj temi, u zaključku su date preporuke za razvoj odgovarajuće marketing strategije.
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O članku

jezik rada: srpski
vrsta rada: izvorni naučni članak
DOI: 10.5937/markt1601029V
objavljen u SCIndeksu: 01.09.2016.
metod recenzije: dvostruko anoniman
Creative Commons License 4.0

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