THE IMPACT OF CUSTOMER CONTACT AS PART OF THE AGRICULTURAL PRODUCTS DISTRIBUTION CHANNEL ON THE INCREASE OF THE COMPETITIVENESS OF AGRICULTURAL HOLDINGS

Jelena Milanović; Zorana Nikitović; Dušan Garabinović

doi:10.5937/ekoPolj2002359M

Authors

Jelena Milanović PhD Student, Agricultural University, Bul. Mendeleev 12, Plovdiv, Bulgaria http://orcid.org/0000-0002-0367-863X
Zorana Nikitović Faculty of Business Economics and Entrepreneurship, Belgrade, Serbia http://orcid.org/0000-0003-1443-7345
Dušan Garabinović Higher business school of vocational studies "Prof. dr Radomir Bojković", Kruševac, Serbia http://orcid.org/0000-0002-6247-3060

DOI:

https://doi.org/10.5937/ekoPolj2002359M

Keywords:

distribution, distribution channels, agricultural products, competitiveness, contact with buyers, agricultural holdings

Abstract

The main objective of this paper stems from the need to provide new insights into the competitiveness of the agricultural products distribution system in the Republic of Serbia, through determining the impact of customer contact as part of the agricultural distribution channel on the competitiveness of agricultural holdings. The survey was conducted on a sample of 126 farms from the territory of the Republic of Serbia through a closed-type survey (12 claims related to customer contact and 15 claims related to the competitiveness of the agricultural products distribution system; five-stage Likert scale), which was distributed electronically. The contribution of the paper is reflected in the results which showed that the level of customer contact (as part of the distribution channel) influences the level of competitiveness of the agricultural products distribution system (in the Republic of Serbia). The results also form the basis for further research in this field.

Downloads

Download data is not yet available.

References

1.Aiginger, K., Bärenthaler-Sieber, S., Vogel, J. (2013). Competitiveness under New Perspectives, Work Package 301, MS46 «Research paper competitiveness under new perspectives», Working Paper no 44, October 2013, WWWforEurope, Retrived from https://www.oecd.org/eco/Competitiveness-under-New-Perspectives.pdf (13.12.2018, 13:33).
2. Anđelić, S., Garabinović, D., & Šormaz, G. (2019). A REVIEW OF WINE AND WINE TOURISM PRESENCE IN THE SCIENTIFIC PAPERS IN JOURNALS IN THE FIELD OF TOURISM. Economics of Agriculture, 66(4), 1055-1090. doi: 10.5937/ekoPolj1904055A
3.Aničić, D., Obradović, M., & Vukotić, S. (2018). Impact of economic policy on the management of competitiveness of the agriculture sector in Serbia. Economics of Agriculture, 65(1), 187-200. doi:10.5937/ekoPolj1801187A
4. Becić, S., Stojanović, M., & Nikolić, M. (2018). Role of marketing and social networks in improving business effectiveness. Ekonomika, 64(3), 77-88. doi:10.5937/ekonomika1803077B
5. Cambridge Dictionary, Retrieved from https://dictionary.cambridge.org/dictionary/english/competitiveness (13.12.2018, 13:07).
6. Ćirić, M., Carić, M., & Kuzman, B. (2018). Farmer innovativeness and its impact on Internet and social media adoption. Economics of Agriculture, 65(1), 243-256. doi: 10.5937/ekoPolj1801243C
7. Dimitrovski, D., Leković, M., & Joukes, V. (2019). A bibliometric analysis of Crossref agritourism literature indexed in Web of Science. Hotel and Tourism Management, 7(2), 25-37. https://doi.org/10.5937/menhottur1902025D
8. Duvnjak, S. (2013). Directions for the development of activity of markets in Serbia. Business Association of Serbian Markets. [In Serbian: Duvnjak, S. (2013). Pravci razvoja pijačne delatnosti u Srbiji. Poslovno udruženje "Pijace Srbije"], Retrieved from http://www.pups.rs/docs/pravci_razvoja_pijacne_delatnost.pdf (28.06.2019, 15:13).
9. Gajdić, D., Petljak, K., & Mesić, Ž. (2018). An exploration of distribution channels: Challenges and opportunities for organic food producers in Croatia. Economics of Agriculture, 65(4), 1461-1482. doi: 10.5937/ekoPolj1804461G
10. Ilić, I. (2016). Analysis of consumption of organic products in Nišava district. Ekonomika. 62(2), 167-178. doi:10.5937/ekonomika1602167I
11. Kotler, P., Keller, K. L. (2006). Marketing management. Translated from the English twelfth edition of the book. DATA status, Belgrade. [In Serbian: Kotler, P., Keller, K. L. (2006). Marketing menadžment. Prevod sa engleskog jezika dvanaestog izdanja knjige. DATA status, Beograd].
12. Lamb, C. W., Hair, J. F., McDaniel, C. (2011). Marketing. South-Western Cengage Learning.
13. Lu, Y., Yang, Y., Lu, F., & Sun, X. (2004). Study on Distribution Patterns of E-Business Based Agricultural Products Logistics. In The Fourth International Conference on Electronic Business (ICEB2004), Beijing, (pp. 169-174). Retrieved from https://pdfs.semanticscholar. org/75b7/3e4f3a6b04ba3925db9017c7cc72b4f47586.pdf (20.05.2019, 09:49).
14. SEEDEV (2017). Competitiveness of Serbian agriculture. SEEDEV. [In Serbian: SEEDEV (2017). Konkurentnost poljoprivrede Srbije. SEEDEV], Retrieved from https://www.seedev.org/publikacije/Konkurentnost_poljoprivrede_Srbije/Konkurentnost_Srbije_Analiza.pdf (13.12.2018, 16:23).
15. Segetlija, Z. (2006). Distribution. Josip Juraj Strossmayer University, Faculty of Economics, Osijek. [In Croatian: Segetlija, Z. (2006). Distribucija. Sveučilište Josip Jurij Strossmayera, Ekonomski fakultet, Osijek].
16. Zakić, N., Bugarčić, M., & Milovanović, M. (2017). Proclivity for open innovation in the case of agricultural and food companies in Serbia. International Review, (3-4), 64-71.
17. Zarić, V., Kovačević, D., Jovanović, V. (2016). Direct marketing of the Serbian agricultural products – drawbacks and opportunities. Ekonomske ideje i praksa, 21, 59-76. [In Serbian: Zarić, V., Kovačević, D., Jovanović, V. (2016). Direktni marketing poljoprivrednih proizvoda u Republici Srbiji – mogućnosti i ograničenja. Ekonomske ideje i praksa, 21, 59-76].