Preliminary communication

https://doi.org/10.32728/ric.2016.21/2

DEVELOPING MARKETING STRATEGY OF POULTRY MEAT SUPPLY IN EU- 28 COUNTRIES: MULTIVARIATE ANALYSIS APPROACH

Miro Simonič ; Business School Murska Sobota, Murska Sobota, Slovenia
Ksenija Dumičić ; Full Professor in Tenure, Department of Statistics, University of Zagreb, Zagreb, Croatia
Berislav Žmuk ; Senior Assistant, Department of Statistics, University of Zagreb, Zagreb, Croatia

Abstract

To create a concept of the marketing strategy, it is necessary to analyse the factors affecting the purchasing decisions of consumers. For the variables: production, import, export, and manufacturer's price we examine their impact on the marketing of poultry meat in the EU-28 in 2009 and 2011. Countries are grouped into clusters, their properties are analysed in relation to the mentioned variables. With multiple regression analysis, we find that there is a statistical correlation between high production and de-pending on the variable, and between the imports and exports as the independent vari-ables. Based on the analysed data in the researched countries, we conclude that the qualitative development of the production of poultry meat required implementing sophis-ticated agricultural policy with low inputs prices and exploit all available spare re-sources.

Keywords

cluster analysis; correlation; marketing strategy; multiple regression; poultry meat

Hrčak ID:

155710

URI

https://hrcak.srce.hr/155710

Publication date:

30.3.2016.

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