Aleksandar Grubor

Organic food consumer profile in the Republic of Serbia

Purpose – Having the discrepancies between different descriptions of an organic food consumer profile in various researches worldwide as well as the causes of their emergence as a starting point, the purpose of this paper is to apply the method of preference-based market segmentation (by means of conjoint and cluster analysis) to Serbian organic food market, searching for advantages of using that methodological approach and deepening knowledge about specific organic food market. Design/methodology/approach – The research was conducted from May to July 2014 with 400 respondents participating (aged 18-30). Primary data were gathered by means of focus groups and a survey – structured personal interviews by using a questionnaire. Findings – When applying conjoint and cluster analysis to data about Serbian consumers’ preferences towards researched product, it is possible to identify a segment that prefers organic food the most. Compared to other segments, these consumers are predominantly female, somewhat more...

Application of health and taste attitude scales in Serbia

Purpose – Consumers’ attitudes, especially their attitudes towards health and taste, are significant in understanding and predicting dietary behaviour. In this research, Health and Taste Attitude Scales (HTAS) developed by Roininen et al. in 1999 for measuring health and taste attitudes of consumers, were applied in Serbia. The purpose of this paper is to find out whether the same sub-scales can be identified as in HTAS applications abroad, to test the predictive validity of HTAS and to investigate respondents’ health and taste attitudes in the context of their socio-demographic characteristics. Design/methodology/approach – Primary data were gathered by means of focus groups and a survey – structured personal interviews by using a questionnaire. The research was conducted in July 2013 with 300 respondents participating. Findings – The same sub-scales were identified in Serbian consumer research as in HTAS applications abroad. Generally, all the Health sub-scales are useful predictors of consumption of se...

AKTIVNOSTI UNAPREĐENЈA PRODAJE U KONCEPTU GLOBALNOG MARKETINGA

U okviru poslovanja preduzeca u međunarodnim okvirima, moguce je identifikovati vise koncepcijskih pristupa međunarodnog marketinga, od kojih je globalni marketing koncept njegova najvisa razvojna faza. Za razliku od preostalih tipova marketing orijentacija – izvozne i inostrane, u globalnoj marketing orijentaciji akcenat nije sveden na prodaju proizvoda i usluga preduzeca, odnosno ostvarivanje profitabilnosti putem zadovolјavanja potrosaca, vec se pored potrosaca i profitabilnog zadovolјavanja njihovih potreba, u obzir uzimaju i ostali faktori okruženja kompanije. Na nivou međunarodnog marketing programa potrebno je razmatrati sve instrumente marketing miksa: proizvod, cenu, distribuciju, kao i marketing komunikacije. U vezi sa marketing komunikacijama, moguce je takođe identifikovati postojanje vise instrumenata: ekonomske propagande, ekonomskog publiciteta, licne prodaje, direktnog marketinga, kao i unapređenja prodaje. Pri tome, unapređenje prodaje može biti orijentisano ka potrosacima – kako bi se, između ostalog, povecala svesnost o postojanju proizvoda, motivisali oni koji proizvod ne kupuju na njegovu kupovinu ili povecala tražnja, ali i ka marketing posrednicima – kako bi se prvenstveno povecala dostupnost proizvoda u kanalima distribucije. Takvim aktivnostima se tokom ogranicenog vremenskog perioda dodaje vrednost proizvodu ili brendu, kako aktivnostima koje se odnose na njihovu cenu, tako i necenovnim aktivnostima. Međutim, treba imati u vidu i da je savremene marketing komunikacije, ali i celokupno poslovanje kompanije, potrebno posmatrati u kontekstu integrisanih marketing komunikacija, koje karakterise visok nivo interakcije u komunikaciji između marketara brenda i potrosaca, pracen konzistentnoscu poruke duž citavog marketing miksa, od proizvoda do svih instrumenata promocije. Predmet ovoga rada upravo je sagledavanje aktivnosti unapređenja prodaje u konceptu globalnog marketinga. U tom smislu, nakon prikaza osnovnih karakteristika koncepta globalnog marketinga, kao i osnovnih postavki koncepta integrisanih marketing komunikacija, uklјucujuci i odnose unapređenja prodaje sa ostalim instrumentima promotivnog miksa, sto sve zajedno predstavlјa svojevrsni kontekst u kome je potrebno posmatrati aktivnosti unapređenja prodaje, u radu su prikazani pojavni oblici tih aktivnosti, kao i određene dileme koje se u vezi sa njima mogu javiti.