Preliminary communication
The effects of certain marketing instrument factors on performance of local food market subjects in Koprivnica-Križevci County
Silvije Jerčinović
; Križevci College of Agriculture, Križevci, Croatia
Abstract
Achieving market-oriented business goals is result of an appropriate combination of marketing tools. Their optimal combination is conditioned by the character of the market where a particular business activity is taking place. The establishment of a competitive agri-food sector, particularly in the context of national entrepreneurial development in agriculture, is based on the organization of local food markets as well. Therefore, the purpose of this paper is to determine the specific determinants of the marketing instrument in the specific conditions of local food production as predictors of the business performance of small food producers in Koprivnica Križevci County. Primary research on a sample of small food producers in Koprivnica Krizevci was carried out. As a research intrument a survey questionnaire was used. The aim was to examine how certain marketing tools affect the business performance of small food producers at the local level. Univariate analysis, bivariate analysis, and multivariate methods were used in the analysis of results.
Keywords
marketing tools; local food market; small food producers; Koprivnica-Križevci County
Hrčak ID:
223361
URI
Publication date:
1.6.2019.
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