Digitalization of the sale of agricultural products as a challenge to the crisis

Prdić, Nedeljko and Kuzman, Boris and Kostić, Sara (2024) Digitalization of the sale of agricultural products as a challenge to the crisis. In: IV international scientific conference "Sustainable agriculture and rural development". Institute of Agricultural Economics, Belgrade, pp. 585-592. ISBN 978-86-6269-134-7

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Abstract

The paper presents a study of the crises impact on the sale of agricultural products. The purpose of the performed research is to analyse adjustment of local agricultural producers to the sale of products in crisis. The analysis was conducted after the Covid-19 Pandemic as a basis for studying sales in the period of crisis. The aim of this work paper is based on the focus of digitization of the sale of agricultural products of small local producers. The conducted research is based on special knowledge methods application and marketing research methods. The theoretical research is based on the historical method. The method of survey was used for analysing experiences and attitudes of local agricultural producers and sellers at the Kvantaška market in Novi Sad. The research conclusion implies to changes in urban areas buyers’ habits when it comes to crisis situations, and also the tendency to digitize purchase. The limitation of the research is connected to the disorganized digital sale of agricultural products and therefore the impossibility of overall effects measurement.

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