Distribucija kao marketinška kategorija u funkciji plasmana nedrvnih šumskih proizvoda u Srbiji

Abstract

The paper examines the role of distribution, as an instrument of the marketing mix, in companies dealing with the purchase, processing, and marketing of non-wood forest products (NWFPs) in the territory of Serbia. Considering the specificity of NWFPs, choosing appropriate sales channels for delivery to customers is of great importance. Primarily for perishable and unprocessed products, such as forest fruits (wild raspberries, blackberries, blueberries, etc.), but also different types of mushrooms (boletus, chanterelles), fast and effi­cient distribution channels are imperative in the context of product quality preservation. In this sense, the research included 49 companies from the territory of Serbia, which operate in the field of NWFPs. For the research, a questionnaire was created with 29 questions related to the marketing mix, and the organization of distribution flows in the analyzed companies. The period considered includes the period 2008-2017. The goal of the research was focused on the role of distribution in the analyzed companies, as well as the identification of factors that contribute to decisions regarding its forms and way of organization.

Keywords

• non-wood forest products
• enterprises
• distribution
• marketing mix