ORGANIC FOOD MARKETING MANAGEMENT
Keywords:
organic food, consumers, marketing management.Abstract
Growing competition forces organizations to adopt marketing orientation in order to stay competitive. The purpose of this paper is to explore organic food marketing management. Main challenges in organic food marketing are marketing orientation, attitudes of organizations and consumers toward organic food, income, relation marketing, food safety, high price, sales infrastructure – distribution and promotion. Consumers' selections of organic foods are influenced by many factors including health concerns, environment, lifestyle, food quality, price and consumer's level of personal disposable income. The most important marketing decisions are: targeting, positioning, differentiation and marketing mix management.
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References
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2. Clute, M., (2005), "Organic price gap narrows", The Natural Foods Merchandiser, March, pp.46-47.
3. Datamonitor, (2008), Global Organic Food - Industry Profile, New York, USA.
4. Davis, A., Titterington, A.J., Cochrane, C. (1995), "Who buys organic food? A profile of the purchasers of organic food in N. Ireland", British Food Journal, Vol. 97 No. 10, pp. 17-23.
5. Farrell, M., Mainville, D., (2007), "Organic Feed Grain Markets: An Analysis of Structure, Organization, and Potential for Virginia Producers", Journal of Food Distribution Research, 38(1), March, pp. 56-60.
6. Fotopoulos, C., Krystallis, A. (2002), "Organic product avoidance – Reasons for rejection and potential buyers identification in a countrywide survey", British Food Journal, Vol. 104, No. 3/4/5, pp. 233-260.
7. Gil, J.M., Gracia, A., Sanchez, M. (2000), "Market segmentation and willingness to pay for organic products in Spain", The International Food and Agribusiness Management Review, Vol. 3 No. 2, pp. 207-226.
8. Haest, C. (1990), "From farmer to shelf: trade of organically grown products", Ecology and Farming, Vol. 1 No. 1, pp. 9-11.
9. Hunter, B. (2002), "Organic Food Goes Mainstream", Consumers Research, pp. 8-9.
10. IFOAM, Senad Hopic, Market Development in Serbia, IFOAM, 2009.
11. Krissoff, B. (1998), "Emergence of US organic agriculture – can we compete: discussion", American Agricultural Economics Association Annual Meeting, Salt Lake City, UT, 2-5August.
12. Latacz-Lohmann, U., Foster, C., (1997), From "niche" to "mainstream" – strategies for marketing organic food in Germany and the UK, British Food Journal, 99/8, pp. 275-282.
13. Menghi, A. (1997), Consumer Response to Ecological Milk in Sweden, Swedish Agricultural University, Uppsala.
14. Mitrović, S. (2005), Projekat "Organska poljoprivreda – korak ka očuvanju Dunavskog basena" – Anketno istraživanje, Udruženje za organsku hranu Terras, www.terras.org.yu
15. Mogolensky, M. (2005), "Conveniently Organic", Prepared Foods, July, pp. 11-16.
16. Parker, P. (2005a), The 2005-2010 World Outlook for Organic Foods, ICON Group International, Inc., San Diego, USA.
17. Parker, P. (2005b), The 2006-2011 World Outlook for Organic Foods, ICON Group International, Inc., San Diego, USA.
18. Reicks, M., Splett, P. and Fishman,A. (1997), "Shelf labeling of organic foods:effects on customer perceptions and sales", Working Paper 97-03, The Retail Food Industry Center, University of Minnesota, Minneapolis, MN.
19. Roberts, W. (2001), "A Natural Progession", Prepared Foods, June, pp. 12- 16.
20. Scan-Ad (1998), Gren Analyse, Del 1 and 2, Scan-Ad, Odense.
21. Scheel, J. (2003) "The Health of Organic Foods", Prepared Foods, May, pp. 25-26.
22. Scheel, J. (2004) "Driving Organic Growth", Prepared Foods, August, pp. 19- 25.
23. Spiram, V., Forman, A.M. (1993), "The relative importance of products' environmental attributes: a cross-cultural comparison", International Marketing Review, Vol. 10 No.3, pp. 51-70.
24. Thompson, G. D. and Kidwell, J. (1998), "Explaining the choice of organic produce: cosmetic defects, prices, and consumer preferences", American Journal of Agricultural Economics, Vol. 80 No. 2, pp.277-87.
25. Tregear, A., Dent, J., McGregor, M. (1994), "The Demand for Organicallygrown Produce", British Food Journal, Vol. 96 No. 4, 1 pp. 21-25.
26. Zakon o organskoj proizvodnji i organskim proizvodima, «Službeni glasnik RS», br.62/2006.
27. Zotos, Y., Ziamou, P., Tsakiridou, E., (1999), "Marketing Organically Produced Food Products in Greece", GMI 25, Spring, pp. 91-103.
28. Wier, M., Calverley, C. (2002), "Market potential for organic foods in Europe", British Food Journal, Vol. 104, No.1, pp. 45-62.
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Published
2009-09-30
How to Cite
Rakić, B., & Rakić, M. (2009). ORGANIC FOOD MARKETING MANAGEMENT. Economics of Agriculture, 56(3), 453–468. Retrieved from https://ea.bg.ac.rs/index.php/EA/article/view/1185
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Section
Review articles
