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2015, vol. 62, iss. 3, pp. 627-644
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Research of honey consumers' behavior in province of Vojvodina
Istraživanje ponašanja potrošača meda u Vojvodini
Project: Sustainable agriculture and rural development in the function of accomplishing strategic objectives of the Republic of Serbia in the Danube region (MESTD - 46006)
Abstract
The region of Vojvodina is considered to be very favorable for honey production, whereby the area of Fruska Gora is primarily considered as the most bountiful. However, one of the key problems that honey producers encounter is the lack of understanding of consumer behavior and therefore inability to create appropriate marketing strategies and programs. Therefore, the aim of this paper is to provide assistance to honey producers in Vojvodina, to lime honey producers from Fruska Gora with protected geographical origin in particular, to identify the motives, attitudes and buying habits of consumers of honey in Vojvodina. The conclusion is carried to summarize the obtained results about what type of honey consumers in Vojvodina buy, why, where, when, how often and what are their attitudes toward the introduction of a new brand of honey. Moreover, it presents the basic guidelines to honey producers for the improvement of marketing strategies and marketing programs.
Sažetak
Područje Vojvodine se smatra veoma povoljnim za proizvodnju meda, pri čemu se u prvom redu ističe područje Fruške gore. Međutim, jedan od veoma važnih problema sa kojim se proizvođači meda susreću jeste u nerazumevanju ponašanja potrošača i samim tim u nemogućnosti kreiranja odgovarajuće marketing strategije i programa. Stoga je cilj ovog rada da se pomogne proizvođačima meda u Vojvodini, a posebno proizvođačima Fruškogorskog lipovog meda sa zaštićenim geografskim poreklom, u identifikaciji motiva, stavova i kupovnih navika potrošač meda u Vojvodini. U zaključku se vrši sumiranje dobijenih rezultata o tome koju vrstu meda potrošači u Vojvodini kupuju, zašto, gde, kada, koliko često i kakvi su im stavovi prema uvođenju novog Brenda meda. Osim toga, iznose se osnovna uputstva proizvođačima meda za unapređenje marketing strategije i marketing programa.
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