engleski

County trade mark for honey - the example of Istrian County

The Istrian county, as well as the whole area of Croatia because of the diversity of flora and relatively well preserved environment possess favourable condition for the production of honey. The producers of honey in the Croatia, and in the Istrian county are family farms that mainly produce on the smaller number of hive. According to the survey of the Croatian beekeeping association (1998) in the Croatia has been 6.720 beekeeper with 203.904 hive (30 hives/beekeeper). In the Istrian county for now does not exist the commodity trade mark which would define for consumers a recognizable typical regional product. For the purpose of thinking out the commodity trade marks it was carried out the research within the Istrian county for the establishing of recognizability and knowings of typical product of region by consumers. The research is carried out by accidental sample method, the polling, which included 217 consumers and 52 market places. The research is carried out in the June and August of 2002. The aim of the research had been the establishment of visual identity of typical product of the region according to the specific demands of consumer, which can influence to the enlargement of family farms income. The aim was also preservation, advertising and valorization of traditional and socio-cultural values of rural area. The results of the research include nine different elements that refer to the demographic characteristics as well as attitudes and consumer opinions. The research included typical regional products: Istrian raw ham, sheep cheese, olive-oil, honey and wine of autochthonous varieties: Istrian malvazija, teran, muscat of rose and muscat momjanski. According to the rank from 12 tested products honey, as the product is at 6th place, and 34, 56% of tested consumers recognize him as typical product.

Honey; Trade mark; Istrian county;

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