Promotion of organic food in Serbia: Implications from organic food consumers' profile research

Abstract

The article presents the results of the research of organic food frequency of consumption (in general), conducted in Serbia in June 2013 (n=300). Respondents were classified into low-frequent organic food consumers' segment and high-frequent organic food consumers' segment. Socio-demographic characteristics of respondents were also investigated, thus allowing comparing two segments regarding consumers' profile. The organic food high-frequent consumers' segment consisted of more women, more educated people, more married respondents and respondents living with children and having larger households, as well as of consumers with higher self-assessed household income in comparison to organic food low-frequent consumers' segment. Having in mind the results of the research and the level of domestic market development when choosing which segment to target, as well as starting from understanding promotion in the context of integrated marketing communication and the means-end approach to consumer behavior, recommendations for organic food promotion were given.

Keywords

• organic food
• market segmentation
• marketing management
• promotion
• Serbia