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Pregled bibliografske jedinice broj: 190421

Behaviour of fruit and vegetable buyers on the city markets in Croatia


Kovačić, Damir; Radman, Marija; Kolega, Ante
Behaviour of fruit and vegetable buyers on the city markets in Croatia // 13th International IFMA Congress of Farm Management, book of abstracts
Arnhem, 2002. str. 26-27 (predavanje, međunarodna recenzija, sažetak, ostalo)


CROSBI ID: 190421 Za ispravke kontaktirajte CROSBI podršku putem web obrasca

Naslov
Behaviour of fruit and vegetable buyers on the city markets in Croatia

Autori
Kovačić, Damir ; Radman, Marija ; Kolega, Ante

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, ostalo

Izvornik
13th International IFMA Congress of Farm Management, book of abstracts / - Arnhem, 2002, 26-27

Skup
13th International IFMA Congress of Farm Management

Mjesto i datum
Arnhem, Nizozemska, 07.-12.07.2002

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Croatia; city markets; fruit and vegetable; consumer segmentation; target marketing

Sažetak
Better knowledge of the consumer is the presumption for preparing the efficacious selling concept. Our research is limited on the preferences, requests, habits and attitudes of the consumers which are buying fruit and vegetable on the city markets in Croatia. The main goal of this research is identification and description of the different market segments based on the relevant buying characteristics of the consumers, that is their psychological, geographic and socio-demographic characteristics. The result of this research will be used as basis for the target marketing. We used mail survey method with structured questionnaire in this research. The survey was made in June 2000 on the random sample of 1000 buyers on the city markets in Zagreb, Rijeka, Split and Osijek. From 1000 questionnaires 568 were returned, 475 of them were included in research and the rest was discarded because of incomplete answers. Univariate analyse of questionnaire’ s indicators shows that 93% of consumers buy fruit and vegetable on the city markets. Almost 60% of the consumers visit just one city market, while 63% of the consumers visit the city markets more times in a week. The average total satisfaction of the consumers with the city markets was 3.8, with the satisfaction scale from 5 (completely satisfied) till 1 (completely unsatisfied). The consumers are mostly satisfied with the fruit and vegetable choice (the average evaluation 3.92), and unsatisfied with the price/quality ratio on the city markets (the average evaluation 3.12). In the further research by help of the factor and cluster analysis we determined the fruit and vegetable market segments. We found 4 consumer groups which differ between themselves according to the psychological characteristics of the consumers. In order to describe these segments we detected differences between these segments according to the geographic, socio-demographic and buying characteristics of the consumers. The results of this research give the information’ s base to the domestic fruit and vegetables producers to define a marketing strategy that is to plan marketing activities in city markets or in any other selling channel.

Izvorni jezik
Engleski

Znanstvena područja
Poljoprivreda (agronomija), Ekonomija



POVEZANOST RADA


Ustanove:
Agronomski fakultet, Zagreb

Profili:

Avatar Url Ante Kolega (autor)

Avatar Url Marija Cerjak (autor)

Avatar Url Damir Kovačić (autor)


Citiraj ovu publikaciju:

Kovačić, Damir; Radman, Marija; Kolega, Ante
Behaviour of fruit and vegetable buyers on the city markets in Croatia // 13th International IFMA Congress of Farm Management, book of abstracts
Arnhem, 2002. str. 26-27 (predavanje, međunarodna recenzija, sažetak, ostalo)
Kovačić, D., Radman, M. & Kolega, A. (2002) Behaviour of fruit and vegetable buyers on the city markets in Croatia. U: 13th International IFMA Congress of Farm Management, book of abstracts.
@article{article, year = {2002}, pages = {26-27}, keywords = {Croatia, city markets, fruit and vegetable, consumer segmentation, target marketing}, title = {Behaviour of fruit and vegetable buyers on the city markets in Croatia}, keyword = {Croatia, city markets, fruit and vegetable, consumer segmentation, target marketing}, publisherplace = {Arnhem, Nizozemska} }
@article{article, year = {2002}, pages = {26-27}, keywords = {Croatia, city markets, fruit and vegetable, consumer segmentation, target marketing}, title = {Behaviour of fruit and vegetable buyers on the city markets in Croatia}, keyword = {Croatia, city markets, fruit and vegetable, consumer segmentation, target marketing}, publisherplace = {Arnhem, Nizozemska} }




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