• Maja Ćirić, PhD Faculty of Economics and Engineering Management in Novi Sad, Novi Sad
  • Svetlana Ignjatijević, PhD Faculty of Economics and Engineering Management in Novi Sad, Novi Sad
  • Drago Cvijanović, PhD FUnivesity of Kragujevac, Faculty of Hotel Management and Tourism, Vrnjci Spa


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.


Download data is not yet available.


1. Arvanitoyannis, I., Krystallis, A. (2006): An empirical examination of the determinants of honey consumption in Romania, International Journal of Food Science & Technology, vol. 41, no. 10, pp. 1164-1176.
2. Athanasios, K, Dan, P. Ioannis, A (2006): From Commodities to the Consumption of Quality Foods in Eastern European Context: An Empirical Examination of the Determinants of Consumer Behavior Towards Honey, Journal of East-West Business,vol. 12, no. 4, pp. 5-37.
3. Bekić, B., Jeločnik, M., Subić, J. (2013): Med i proizvodi od meda, Radovi sa XXVI savetovanja agronoma, veterinara, tehnologa i agroekonomista, vol. 18, no. 3-4, pp. 177-184.
4. Batt, P. J., Liu, A. (2012): Consumer behaviour towards honey products in Western Australia, British Food Journal, vol. 114, pp. 285–297.
5. Ćirić M., Počuča M., Raičević V., (2014): Level of customer orientation and customer protection in hotels in Serbia, Ekonomika poljoprivrede, vol. 61, no. 1, pp. 25-39.
6. Ćirić, M. Ignjatijević, S. (2014): Analiza komponenti stava u funkciji zaštite potrošača u Srbiji, Marketing, vol. 45, no. 3, pp. 187-200.
7. Ćirić, M., Prodanović, R. (2013): Strategija pozicioniranja organskih prehrambenih proizvoda, Ekonomija- teorija I praksa, vol. 6, no. 3, pp. 33-48.
8. Dugalić-Vrndić, N., Kečkeš, J., Mladenović, M. (2011): The authencity of honey in relation to quality parameters, Biotechnology in Animal Husbandry, vol. 27, no. 4, pp. 1771-1778.
9. Ignjatijević, S., Matijašević, J. and Milojević, I. (2014a): Reveald comparative adventages and competitiveness of the processed food sector for the Danube countries, Custos E Agronegocio on line, vol. 10, no. 3, pp. 256-281.
10. Ignjatijević, S., Čavlin, M. I Đorđević, D. (2014b): Measurement of comparative adventages of processed food sector of Serbia in the increasing the export, Ekonomika poljoprivrede, vol. 61, no. 3, pp. 127-138.
11. Ignjatijević, S.,Milojević, I., Cvijanović, G., Jandrić, M. (2015): Balance of Comparative Advantages in Processed Food Sector of the Danube Countries, Sustainability, vol. 7, no. 6, pp. 6976-6993.
12. Maričić, B. (2008): Ponašanje potrošača, Centar za izdavačku delatnost ekonomskog fakulteta u Beogradu, Beograd.
13. Milisavljević, M., Maričić B., Gligorijević M., (2005): Osnovi Marketinga, Centar za izdavačku delatnost ekonomskog fakulteta u Beogradu, Beograd.
14. Murphy, M., Cowan, C., Henchion, M., O’Reilly, S. (2000): Irish consumer preferences for honey: a conjoint approach, British Food Journal, vol. 102, pp. 585–598.
15. Novaković Rajčić, B. (2005): Ponašanje potrošača, Evropski univerzitet, Beograd.
16. Peter, P., Olson, J. (2005): Consumer Behavior and Marketing Strategy, Irwin/ McGraw Hill, Boston.
17. Pocol, C. B., Bolboacă, S. D. (2013): Perceptions and trends related to the consumption of honey: A case study of North-West Romania, International Journal of Consumer Studies, vol. 37, no. 6, pp. 642-649.
18. Vanyi, G. A.,Csapo, Z., Karpati, L. (2011): Evaluation of Consumers’ Honey Purchase Habits in Hungary, Journal of Food Products Marketing, vol. 17, no. 2/3, pp. 227-240.
19. Elaborat o zaštiti oznake geografskog porekla za proizvod Fruškogorski lipov med, Univerzitet u NovomSadu, Prirodno matematički fakultet, Novi Sad, 2011.
20. National Honey Board (2013) (available at:
How to Cite
ĆIRIĆ, Maja; IGNJATIJEVIĆ, Svetlana; CVIJANOVIĆ, Drago. RESEARCH OF HONEY CONSUMERS’ BEHAVIOR IN PROVINCE VOJVODINA. Economics of Agriculture, [S.l.], v. 62, n. 3, p. 627-644, sep. 2015. ISSN 2334-8453. Available at: <>. Date accessed: 24 oct. 2020. doi:
Original scientific papers