Economic Themes (2012) 50 (1) 2, 19-32
Žaklina Stojanović, Galjina Ognjanov
Abstract: The study presented in this paper is based on the fact that increasing the supply of products with geographical designation of origin is an important commitment of rural development in Serbia. In marketing terms, research results presented in this paper should indicate the possibilities for improvement of competitiveness among individual entrepreneurs as well as micro, small an medium sized enterprises - the traditional food producers. Consumers’ attitudes toward methods of traditional food production and importance of its geographical origin have been analysed based on answers obtained from 200 respondents in one urban (Belgrade) and one rural area (Zaječar). Recommendations for improvement of traditional food producers’ market performance as well as for improvement of overall competitiveness of the Serbian economy (recommendations for policy makers and rural development plans) have been derived.
Keywords: traditional food; consumer attitudes and perceptions; marketing; competitiveness; rural development
STRATEGIC ORIENTATION OF RURAL DEVELOPMENT IN SERBIA – PRODUCTION AND MARKETING OF TRADITIONAL FOOD
Žaklina Stojanović, Galjina Ognjanov
Abstract: The study presented in this paper is based on the fact that increasing the supply of products with geographical designation of origin is an important commitment of rural development in Serbia. In marketing terms, research results presented in this paper should indicate the possibilities for improvement of competitiveness among individual entrepreneurs as well as micro, small an medium sized enterprises - the traditional food producers. Consumers’ attitudes toward methods of traditional food production and importance of its geographical origin have been analysed based on answers obtained from 200 respondents in one urban (Belgrade) and one rural area (Zaječar). Recommendations for improvement of traditional food producers’ market performance as well as for improvement of overall competitiveness of the Serbian economy (recommendations for policy makers and rural development plans) have been derived.
Keywords: traditional food; consumer attitudes and perceptions; marketing; competitiveness; rural development
