Preliminary communication

https://doi.org/10.69680/ac.15.1.5

The Factors Influencing a Choice of Fruit‐ Seedling Suppliers—A Case Study of Apple and Blueberry Orchard Producers in the Republic of Serbia

Nikola Marašević orcid.org/0009-0001-3893-3928 ; University of Belgrade, Faculty of Belgrade, Nemanjina 6, Belgrade, Republic of Serbia *
Vlade Zarić ; University of Belgrade, Faculty of Belgrade, Nemanjina 6, Belgrade, Republic of Serbia
Milica Zagorac ; University of Belgrade, Faculty of Belgrade, Nemanjina 6, Belgrade, Republic of Serbia

* Corresponding author.

Abstract

The research focuses on the factors influencing the choice of fruit seedling suppliers by agricultural producers in the Republic of Serbia. The aim of the paper is to identify the decisionmaking factors when choosing between domestic and foreign suppliers. Through questionnaires and in-depth interviews with fourteen agricultural holdings, key decision-making determinants were identified: seedling quality, supplier reputation, price, adaptability to local conditions, and availability of technical support. The results show that producers often prefer foreign suppliers due to higher productivity and plant health safety, although domestic suppliers offer moderate prices and more flexible payment terms. Digital marketing and peer recommendations are significant sources of information. The analysis indicates the need to strengthen domestic production standards and improve suppliers’ communication strategies.

Keywords

seedling material, fruit growing, procurement, quality, information channels

Hrčak ID:

334400

URI

https://hrcak.srce.hr/334400

Publication date:

1.8.2025.

Article data in other languages: croatian

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