Improving the placement of food products of organic origin on the AP Vojvodina market

Abstract

The aim of this paper is to define suggestions and guidelines for improving the placement of food products of
organic origin in the AP Vojvodina market. The main task is to identify and analyse indicators that the final
consumers consider most important when purchasing food products of organic origin. The data was collected
by field and electronic studies on a sample of 500 final consumers about their expectations, attitudes and habits
in the purchase and consumption of organic food. Descriptive statistics was used for data processing, while
multiple regression analysis was used to interpret results and test the established hypotheses. The results
showed the existence of statistically significant correlations between different indicators, such as: quality label,
origin of the product, composition of raw materials, freshness, price, taste, place of sale and packaging and
consumers' decision to purchase an organic food product. The results of the research will serve as a basis for
the creation of a regression model for the successful placement of food products of organic origin in the AP
Vojvodina market. The practical significance of the research is reflected in the fact that it will indicate to the
supply chain managers the indicators that need to be optimized to ensure more efficient placement of organic
products on the national market. Suggestions and recommendations for future research are provided in the
paper.