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Serbian Journal of Management
2017, vol. 12, br. 2, str. 189-199
Uticaj 4A marketing miksa na tendencije kupovine organske hrane
Türk Bahar, Erciş Aysel
Atatürk University, Faculty of Economics and Administrative Science, Erzurum, Turkey

e-adresa: baharsturk@yahoo.com.tr
Ključne reči: 4A marketing miks; organska hrana; analitički hijerarhijski proces - AHP
Sažetak
Način ishrane je jedan od glavnih faktora koji vode ka zdravlju ljudi. Konzumenti generalno donose odluke koje su povezane sa njihovim dnevnim potrebama i izborom hrane. Na taj način, važno je odrediti glavne potencijalne faktore koji utiču na konačnu odluku. Ove varijable, koje su takođe poznate i kao 4A miks (prihvatljivost, prihvatljivost cene, dostupnost i svesnost), utiču na odluke korisnika u svim stadijumima procesa donošenja odluke oko kupovine. Namera o kupovini zauzima prvo mesto na početku ovog procesa. Određivanje najuticajnijih varijabli na namere o kupovini je krucijalno i od pomoći za svakog stejkholdera koji se fokusira na privlačenje krajnjih korisnika. Cilj ove studije je da omogući bolji uvid u namere o kupovini i da odredi koji od 4A atributa je najefektniji kod uticaja na kupovinu organskih prehrambenih proizvoda. U te svrhe, podaci su analizirani primenom AHP metode. Podaci su sakupljeni od deset eksperata sa MAPP Centra, Aarhus univerziteta. Rezultati su pokazali da je najznačajniji od miksa 4A elementa “svesnost”. Njega prate “prihvatljivost cene”, “dostupnost” i na kraju “prihvatljivost” samog proizvoda.
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O članku

jezik rada: engleski
vrsta rada: originalan članak
DOI: 10.5937/sjm12-10785
objavljen u SCIndeksu: 02.11.2017.
metod recenzije: dvostruko anoniman
Creative Commons License 4.0

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