Analysis of small producers' direct marketing channels in the Republic of Serbia

Abstract

The main aim of the research is to determine direct sales channels through which small agricultural producers offer their products to end consumers. Getting the necessary data was done by using a survey method in the period JulyAugust of the current year, and farmers had to answer 14 questions. The study was conducted on a random sample of 110 respondents, on the street markets in Čačak and Belgrade. Street markets, represent the most used sales channel by which small agricultural producers offer their products to end consumers. The use of the Internet is imperative for successful business in other industries, and it was convenient to obtain information about the use of the Internet as a channel for sale of agro-food products through this research. The obtained results show that the use of the Internet is still a taboo topic in agriculture, because only 10% of respondents offer their products by this channel.

Osnovni cilj istraživanja jeste da se utvrdi kojim direktnim kanalima prodaje mali poljoprivredni proizvođači nude svoje proizvode krajnjim potrošačima. Kako bi se došlo do neophodnih podataka, sprovedeno je istraživanje upotrebom metode ankete u periodu jul-avgust tekuće godine, a poljoprivrednicima je postavljeno 14 pitanja. Ispitivanje je sprovedeno na slučajnom uzorku od 110 ispitanika i to na zelenim pijacama u Čačku i u Beogradu na više lokacija. Pijace, bez premca, predstavljaju najzastupljeniji prodajni kanal kojim mali poljoprivredni proizvođači nude svoje proizvode krajnjim potrošačima. Kao imperativ uspešnog poslovanja u drugim privrednim granama javlja se upotreba Interneta, te je bilo zgodno ovim ispitivanjem utvrditi u kojoj meri se Internet koristi kao kanal prodaje poljoprivredno-prehrambenih proizvoda. Dobijeni rezultati pokazuju da upotreba Interneta još uvek predstavlja tabu temu u poljoprivredi, jer samo 10% ispitanika ovim kanalom nudi svoje proizvode.