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E-MARKETING IN CROATIAN AGRIBUSINESS

Marija Cerjak orcid.org/0000-0003-0696-4364 ; Agronomski fakultet Sveučilišta u Zagrebu, Zagreb, Hrvatska
Marina Tomić orcid.org/0000-0002-4026-9173 ; Agronomski fakultet Sveučilišta u Zagrebu, Zagreb, Hrvatska

Sažetak

The aim of this study was to determine to which degree the Internet and emarketing are represented in the operation of Croatian agribusiness, and also to explore the attitudes of employees to e-business. The results show that 63.4% of surveyed businesses have their own website. Businesses with higher annual turnover (over 500.000 kunas) in a greater proportion have their own websites. Websites of businesses mostly provide general information on the business and a catalogue of products, while online wholesale and e-payment are poorly represented. Only 18.3% of the surveyed businesses use e-commerce, and the majority of those have a lower annual turnover (<500.000 kunas) and a small number of employees (up to 15). Among the businesses that offer the possibility of e-commerce, the majority are those whose e-commerce does not exceed 5% in total sales. The surveyed businesses consider indifference of customers for this kind of purchasing and higher payment risk during charging the most important reasons for not using e-commerce. Respondents believe that e-business is the necessary precondition for successful business in the future (mean 4.16) and that competition forces the use of e-business (mean 3.71). The results of this study provide guidance for the further development of e-marketing in Croatian agribusiness.

Ključne riječi

Internet; e-marketing; agribusiness

Hrčak ID:

148508

URI

https://hrcak.srce.hr/148508

Datum izdavanja:

18.11.2015.

Podaci na drugim jezicima: hrvatski

Posjeta: 2.559 *