engleski

Analysis of Consumers' Local Purchasing in Osijek- Baranya County

The research is conducted using a survey in Osijek-Baranya County. Buying locally produced products has become more important for producers in Osijek-Baranya County since the beginning of the economic crisis. The knowledge on who buys locally produced products, why and for what reasons, might provide vital information for Slavonian producers. Succesful product differentiaion and finding optional marketing and promotional solutions require specialized knowledge on consumer's preferences concerning locally produced products. The findings of this paper point to suitable marketing and promotional tools for different consumer segments based on preferences concerning locally produced products. The information collected is analysed using statistical methods.

local purchasing, local producers, Osijek-Baranya County, marketing, statistical methods

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