Preliminary communication

The role and importance of promotional activities when buying vegetables

Jelena Kristić orcid.org/0000-0003-4465-2900 ; Sveučilište Josipa Jurja Strossmayera u Osijeku, Fakultet agrobiotehničkih znanosti Osijek, Vladimira Preloga 1, Osijek, Republika Hrvatska
Marlena Brus ; Studentica diplomskog sveučilišnog studija „Agroekonomika“, Sveučilište Josipa Jurja Strossmayera u Osijeku, Fakultet agrobiotehničkih znanosti Osijek, Vladimira Preloga 1, Osijek, Republika Hrvatska
Ružica Lončarić ; Sveučilište Josipa Jurja Strossmayera u Osijeku, Fakultet agrobiotehničkih znanosti Osijek, Vladimira Preloga 1, Osijek, Republika Hrvatska
Sanja Jelić Milković orcid.org/0000-0003-0505-6970 ; Sveučilište Josipa Jurja Strossmayera u Osijeku, Fakultet agrobiotehničkih znanosti Osijek, Vladimira Preloga 1, Osijek, Republika Hrvatska

Abstract

Small vegetable producers, in order to survive and compete on the market, should devote themselves to all segments that can improve their business and thus the promotion of their products. In order to change and improve consumers purchasing decisions in favour of small producers, this paper investigated how the promotion of vegetables affects respondents in the area of Osijek-Baranja County and what are their preferences and opinions related to promotion when buying vegetables. On the basis of the conducted research, which examined the role and importance of promotional activities when buying vegetables, it was concluded that the majority of respondents claimed that they would buy more vegetables from smaller producers if they invested more actively in the promotion of their products. The best ways to promote vegetables for respondents are through social networks (Facebook, Instagram), through flyers and printed ads in newspapers, and through television. The most important thing for them when promoting vegetables is to find information about the price, appearance (size, shape and colour) and origin of the product. When creating promotions on social networks, the most attractive ads for respondents are a combination of text and images. Respondents claim that they are most attracted to discounts when it comes to sales promotion, and word-of-mouth promotion has the greatest impact in secondary promotional activities. The conducted research can help small producers in creating an ideal promotional mix in the sale of vegetables and obtaining other information that will improve the success in the business of each small producer.

Keywords

romotion, promotional activities, advertising, vegetables, social networks

Hrčak ID:

295628

URI

https://hrcak.srce.hr/295628

Publication date:

13.1.2023.

Article data in other languages: croatian

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