Dynamic strategic marketing adjustment of the vegetable producers sector under COVID crisis conditions
2022
Jercinovic, Silvije
The paper deals with the issue of the pandemic and its impact on the work of vegetable producers in the Republic of Croatia in the domain of their marketing activities. Namely, the changed business circumstances because of changing daily life and consumption patterns, forced entrepreneurs, including vegetable producers, to revise existing businesses and marketing strategies in terms of adjustment and in that way to take new measures and activities related to distribution and sales channels. The purpose of this paper is to gain insight into the most effective ways to promote and sell vegetables in times of changing business conditions in the domestic vegetable market under pandemic conditions. The aim of this paper is to investigate the impact of individual applied marketing adjustments of small agricultural enterprises in the sector of vegetable production in crisis conditions on their business success and satisfaction of their owners. The main primary research was conducted using the survey method on a sample of vegetable producers in the Republic of Croatia. For analysis and processing of collected data, descriptive analysis of measures of central tendency, measures of dispersion, measures of asymmetry and roundness, then bivariate analyses, and multivariate methods were used. SPS 21 software package was used for data processing.
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