Marketing channels on the food market in Poland (on the example of cereal sector and vegetables fats)
2008
Golebiewski, J., Warsaw Univ. of Life Sciences (Poland). Faculty of Economics
Marketing channels for food products are constantly changing. In Poland, these changes were developing over the last 20 years by the processes of the economic system reconstruction, and European integration processes. During these changes, new wholesale and retail institutions occurred, and new types of food distribution channels developed. This study includes an attempt to identify the main types of marketing channels at two markets of vegetable products, i.e., cereal product market and vegetable fat market, as well as to specify meaning of the respective types of these channels in distribution of selected food products. Based on the research conducted in enterprises of the cereal industry and in the companies involved in the vegetable fat processing, the main types of marketing channels were identified, and organisation models of the distribution system of cereal products and vegetable fats were built. Based on the data coming from monitoring of the retail trade, the significance of the main types of channels was defined in the distribution structure of selected cereal products and vegetable fats.
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