MARKETING RESEARCH FOR CHOOSING THE PROMOTIONAL MESSAGE CONTENT FOR DOMESTIC ORGANIC PRODUCTS
DOI:
https://doi.org/10.5937/ekoPolj1402501SKeywords:
Organic products, consumer-centered marketing research, integrated marketing communication, integrated marketing communication activities, choosing promotional message content.Abstract
Choosing the content of promotional messages is a part of the activities of integrated marketing communication. As far as organic products in the world are concerned, research related to the choice of promotional message content is the object of much attention, primarily based on the conduct of research among the consumers of these product (information for defining the aim of promotion, creating and testing promotional messages, selecting media and media mix, and determining the number and frequency of promotional events). Promoting domestic organic products also inevitably implies conducting consumer-centered marketing research, in order to choose the appropriate promotional message. In this respect, this article defines several goals: study the choice of the promotional message content in relation to other activities of integrated marketing communication; consider this question in the context of relevant foreign market research into organic product consumers; determine the level of marketing research, which could be used for approaching the issue from the domestic perspective; and establish which recommendations and implication could be generated when domestic organic products are concerned.
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26.Zander, K., Hamm, U. (eds.), (2009): Farmer Consumer Partnerships – Information search and decision making – the case of ethical values of organic products, Tjele: International Centre for Research in Organic Food Systems (ICROFS).
2. Aschemann, J., Maroscheck, N., Hamm, U. (2008): The EU health claims regulation and its impact on the marketing of organic food, Paper presented at the 2nd scientific conference of the International Society of Organic Agriculture Research (ISOFAR), Modena, Italy.
3. Brunsø, K., Fjord, T. A., Grunert, K. G. (2002): Consumers food choice and quality perception (MAPP Working Paper 77), Aarhus: The Aarhus School of Business.
4. Davčik, N. S. (2004): Marketing strategija proizvoda u industriji hrane: ekološki pristup, Ecologica, vol. 11(43), pp. 1-8.
5. Đokić, N., Ćetković, B. (2013): Značaj segmentacije tržišta organskih poljoprivrednih proizvoda za održivi razvoj, Paper presented at the 18th scientifc conference Strategic Management and Decision Support Systems in Strategic Management (SM2013), Palić, Serbia.
6. Đokić, N., Kočić Vugdelija, V., Berber, N. (2011): Uticaj razvoja tržišta na promociju organskih poljoprivrednih proizvoda, Ekonomika poljoprivrede, vol. 58(3), pp. 425-441.
7. Đokić, N., Tomić, G. (2011): Dinamički koncept kvaliteta u funkciji razvoja tržišta organskih poljoprivrednih proizvoda, Paper presented at the 16th scientifc conference Strategic Management and Decision Support Systems in Strategic Management (SM2011), Palić, Serbia.
8. Djokic, N., Salai, S., Mesaros, I. (2012): Approaches to organic produce market segmentation, Paper presented at the 1st WSEAS International Conference on Economics, Political And Law Science (EPLS 12), Zlin, The Czech Republic.
9. Grunert, K. G. (2005): Food quality and safety: Consumer perception and demand, European Review of Agricultural Economics, vol. 32(3), pp. 369-391.
10.Grunert, K. G., Larsen, H. H., Madsen, T. K., Baadsgaard, A. (1996): Market Orientation in Food and Agriculture, Norwell, MA: Kluwer.
11. Hughner, R. S., McDonagh, P., Prothero, A., Shultz, C. J., Stanton, J. (2007): Who are organic food consumers? A compilation and review of why people purchase organic food, Journal of Consumer Behaviour, vol. 6(2,3), pp. 94-110.
12.Jobber, D., Fahy, J. (2006): Osnovi marketinga, Belgrade: Data status.
13. Kotler, P., Keller, K. L. (2006): Marketing menadžment, Belgrade: Data status.
14.März, U., Stolz, T., Kalentić, M., Stefanović, E. (2012): Organic agriculture in Serbia 2012-At a Glance, Belgrade: Serbia Organica National Association.
15.Mesaroš, I., Đokić, N., Penić, M. (2013): Measuring the communication effects of sales promotion in a food company, Ekonomika poljoprivrede, IEP Beograd, vol. 60, no. 1, IEP, Srbija.
16.Naspetti, S., Zanoli, R. (eds.), (2010): Farmer Consumer Partnerships – Elaboration and test of new communication concepts, Tjele: International Centre for Research in Organic Food Systems (ICROFS).
17.Padel, S., Gössinger, K. (eds.), (2008): Farmer Consumer Partnerships – Communicating Ethical Values: a conceptual framework, Tjele: International Centre for Research in Organic Food Systems (ICROFS).
18.Salai, S. (2004): Integralno marketing komuniciranje (sa posebnim osvrtom na proizvode organske poljoprivrede), Anali Ekonomskog fakulteta u Subotici, vol. 11,pp. 63-73.
19.Salai, S. (2005): Promocija marke proizvoda organske poljoprivrede, Anali Ekonomskog fakulteta u Subotici, vol. 13, pp. 67-75.
20.Salai, S., Grubor, A. (2011): Marketing komuniciranje, Subotica: Ekonomski fakultet Subotica.
21.Stefanović, E. (2010): Rezultati studije istraživanja tržišta organske hrane Srbije, Report presented at the Conference on organic agriculture "Selenča 2010", Selenča, Serbia.
22.Stolz, H., Stolze, M. (eds.), (2010): Farmer Consumer Partnerships – Report on the results of Consumer Choice Experiments, Tjele: International Centre for Research in Organic Food Systems (ICROFS).
23.Sudarević, T. (2000): Alternativni koncept promotivnih aktivnosti prehrambenih proizvoda, Anali Ekonomskog fakulteta u Subotici, vol. 5, pp. 333-339.
24.Sudarević, T., Salai, S., Pupovac, Lj. (2011): Marketing aspekti ponude organskih poljoprivrednih proizvoda u Srbiji i okruženju, Anali Ekonomskog fakulteta u Subotici, vol. 47(26), pp. 33-48.
25.Vlahović, B., Tomić, D., Popović, V. (2010): Stanje i perspektive potrošnje proizvoda organske poljoprivrede, Paper presented at the Conference on organic agriculture "Selenča 2010", Selenča, Serbia.
26.Zander, K., Hamm, U. (eds.), (2009): Farmer Consumer Partnerships – Information search and decision making – the case of ethical values of organic products, Tjele: International Centre for Research in Organic Food Systems (ICROFS).
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Published
2018-06-06
How to Cite
Salai, S., Sudarević, T., & Pupovac, L. (2018). MARKETING RESEARCH FOR CHOOSING THE PROMOTIONAL MESSAGE CONTENT FOR DOMESTIC ORGANIC PRODUCTS. Ekonomika Poljoprivrede, 61(2), 501–515. https://doi.org/10.5937/ekoPolj1402501S
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Review articles
