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2018, br. 1, str. 123-130
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Profil potrošača organske hrane u Srbiji - kontradiktornosti dosadašnjih istraživanja i metodološke mogućnosti
Serbian organic food consumer profile: Contradictions of previous researches and methodological possibilities
Sažetak
Dosadašnja istraživanja potrošača organske hrane kako u svetu, tako i u domaćim uslovima, nisu uspela da utvrde jedinstvene karakteristike profila tih potrošača. Od različitih razloga koji mogu dovesti do navedene situacije, jedan jeste nedovoljno poznavanje i/ili korišćenje svih metodoloških potencijala statističkog instrumentarijuma. Ovaj rad se bavi upravo navedenim dvema temama - prikazom neusaglašenosti opisa profila potrošača organske hrane u novijim domaćim istraživanjima i ukazivanjem na potrebu uključivanja interakcije varijabli deskriptora segmenata uz pozivanje na inostranu istraživačku praksu. Značaj rada je u potencijalnom otklanjanju dela neusaglašenosti budućih istraživanja, što može imati značajne implikacije za sve faze u procesu marketing menadžmenta ponuđača organske hrane.
Abstract
Previous research of organic food consumers, both in the world and in domestic conditions, failed to determine the unique characteristics of the profiles of these consumers. Among various reasons that could cause this condition, one is insufficient knowledge and / or use of all methodological potentials of a statistical instrumentarium. This paper deals with the two previously mentioned topics - showing the inconsistency of the description of the organic food consumers profile in recent domestic research, and pointing out the need to include the interaction of the variables that are descriptors of segments by recalling foreign research practice. The importance of the work is in potential elimination of part of possible contradictions of future research, which can have significant implications for all stages in the marketing management process of organic food suppliers.
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