PROMOTION OF ORGANIC FOOD IN SERBIA: IMPLICATIONS FROM ORGANIC FOOD CONSUMERS PROFILE RESEARCH

Authors

  • Ines K. ?oki?, M.Sc. University of Novi Sad, Faculty of Economics Subotica, Subotica
  • Nenad S. ?oki?, M.Sc. University of Novi Sad, Faculty of Economics Subotica, Subotica
  • Nataša ?. Pavlovi?, M.A. Turistic Organization of Vojvodina, Novi Sad
  • Ružica S. Kova? Pe?kai Žniderši?, PhD University of Novi Sad, Faculty of Economics Subotica

DOI:

https://doi.org/10.5937/ekoPolj1404837D

Keywords:

organic food, market segmentation, marketing management, promotion, Serbia.

Abstract

The article presents the results of the research of organic food frequency of consumption (in general), conducted in Serbia in June 2013 (n=300). Respondents were classified into low-frequent organic food consumers segment and high-frequent organic food consumers segment. Socio-demographic characteristics of respondents were also investigated, thus allowing comparing two segments regarding consumers profile. The organic food high frequent consumers segment consisted of more women, more educated people, more married respondents and respondents living with children and having larger households, as well as of consumers with higher self-assessed household income in comparison to organic food low-frequent consumers segment. Having in mind the results of the research and the level of domestic market development when choosing which segment to target, as well as starting from understanding promotion in the context of integrated marketing communication and the means-end approach to consumer behavior, recommendations for organic food promotion were given.

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References

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Published

2014-12-31

How to Cite

K. Đokić, I., S. Đokić, N., Đ. Pavlović, N., & S. Kovač Pečkai Žnideršić, R. (2014). PROMOTION OF ORGANIC FOOD IN SERBIA: IMPLICATIONS FROM ORGANIC FOOD CONSUMERS PROFILE RESEARCH. Ekonomika Poljoprivrede, 61(4), 837–849. https://doi.org/10.5937/ekoPolj1404837D

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Section

Original scientific papers