engleski

Export marketing of Slavonian kulen - the results of market research -

The goal of this research is to estimate the possibility of export of Slavonian kulen to foreign target markets: German, Austrian, Italian and Swiss. This research determined the administrative conditions for the export of kulen to EU, and the acceptance of the product from consumer target groups. In this research we used methods of group interview, concept test and organoleptic product test. The results of the research showed that there are no administrative obstacles for the export of kulen to EU. Consumer testing showed that German, Austrian and Swiss consumers like kulen, so these markets are suitable for export. Italian market already has a large offer of dried-meat products and therefore it is less suitable for the export of kulen. The results of this research are a scientifically based estimate of the export possibilities for Slavonian kulen, and they provide an information basis for the creation of an export marketing program.

export marketing; Slavonian kulen; research

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