Impact of Promotional Activities on the Development of Autochthonous Food Products Market

Puškarić, Anton and Kuzman, Boris and Maksimović, Branka (2016) Impact of Promotional Activities on the Development of Autochthonous Food Products Market. Ekonomika: časopis za ekonomsku teoriju i praksu, 62 (4). pp. 85-94. ISSN 0350-137X

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Abstract

Consumers who eat industrial food products often forget traditionally produced food. In this case, it is necessary to remind consumers on already well-known products through series of promotional activities, i.e. get them familiar with the advantages implied by their consumption. The goal of this paper is to point out to the significance of promotional activities for the development of autochthonous food products market. A consumer is informed by the promotion, he/she forms a positive attitude, which represents an important influence on a decision whether to buy autochthonous food products. While planning the autochthonous food products promotion, it is necessary to choose activities that are going to be implemented. Regarding that autochthonous food products are the subject of the research, the special significance have the improvement of sale, personal sale and publicity which enable the communication to potential consumers. Other promotional activities are also significant. It is important to emphasize that coordinated or united activity of the promotional mix selected instruments represents an imperative for a successful promotion of autochthonous food products.

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