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Segmentacija i pozicioniranje na tržištu organske hrane
Džavni univerzitet u Novom Pazaru, Departman za ekonomske nauke
Sažetak
U poslednje dve decenije tržište organske hrane ostvaruje značajan rast. Međutim, visoke stope tržišnog rasta ne garantuju uspeh na ovom atraktivnom tržištu. Uspeh na tržištu u mnogome opredeljuje efikasno kreiranje i izbor odgovarajućih marketing strategija. Segmentacija i pozicioniranje predstavljaju bazične strategije i važan faktor ostvarivanja konkurentske prednosti. Shodno tome, u radu su detaljno analizirane i predstavljene najvažnije osnove za segmentaciju i pozicioniranje na tržištu organske hrane. Rezultati analize ukazuju na značajnu ulogu geografskih, socio-demografskih i biheviorističkih varijabli u postupku segmentacije organskog tržišta, uz naglašenu potrebu za pozicioniranjem organskih prehrambenih proizvoda po osnovu instrumentalnih i terminalnih vrednosti. Pored toga, u radu su identifikovane brojne mogućnosti za uspešno diferenciranje organskih proizvoda, budući da uspešna segmentacija i pozicioniranje zahtevaju diferenciranje proizvoda.
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O članku

jezik rada: srpski
vrsta rada: pregledni članak
DOI: 10.5937/NPDUNP1801047V
objavljen u SCIndeksu: 22.11.2018.
Creative Commons License 4.0

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