THE MARKETING MYOPIA OF SERBIAN RAKIJA DISTILLERS

IF 0.8 Q4 AGRICULTURAL ECONOMICS & POLICY
Slobodan Adžić, Milan Bubulj, Aleksandar Jovičić
{"title":"THE MARKETING MYOPIA OF SERBIAN RAKIJA DISTILLERS","authors":"Slobodan Adžić, Milan Bubulj, Aleksandar Jovičić","doi":"10.59267/ekopolj2303813a","DOIUrl":null,"url":null,"abstract":"The aim of this explanatory research is to contribute to the knowledge of the marketing of spirits through research into Serbian rakija producers, with an emphasis on the marketing of their alcoholic beverages. In order to demonstrate that marketing results in higher product prices and revenues, three hypotheses related to the elements of the marketing mix will be investigated. In this quantitative survey, the questionnaire was distributed online to Serbian distillers (N = 104); hence, the sample was intentional and predetermined. The key finding is that only 4% of distillers have fully mastered marketing in the sense that they use all four elements of the marketing mix in their businesses; they also achieved significantly higher prices. It seems that it is not clear to Serbian rakija distillers exactly who they are targeting with their marketing and who will buy their products.","PeriodicalId":45567,"journal":{"name":"Ekonomika Poljoprivreda-Economics of Agriculture","volume":"89 1","pages":"0"},"PeriodicalIF":0.8000,"publicationDate":"2023-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Ekonomika Poljoprivreda-Economics of Agriculture","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.59267/ekopolj2303813a","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"AGRICULTURAL ECONOMICS & POLICY","Score":null,"Total":0}
引用次数: 0

Abstract

The aim of this explanatory research is to contribute to the knowledge of the marketing of spirits through research into Serbian rakija producers, with an emphasis on the marketing of their alcoholic beverages. In order to demonstrate that marketing results in higher product prices and revenues, three hypotheses related to the elements of the marketing mix will be investigated. In this quantitative survey, the questionnaire was distributed online to Serbian distillers (N = 104); hence, the sample was intentional and predetermined. The key finding is that only 4% of distillers have fully mastered marketing in the sense that they use all four elements of the marketing mix in their businesses; they also achieved significantly higher prices. It seems that it is not clear to Serbian rakija distillers exactly who they are targeting with their marketing and who will buy their products.
塞尔维亚rakija酒商的营销短视
这项解释性研究的目的是通过对塞尔维亚rakija生产商的研究,重点是对其酒精饮料的营销,促进对烈酒营销的了解。为了证明营销导致更高的产品价格和收入,三个假设相关的要素营销组合将进行调查。在这项定量调查中,问卷在线分发给塞尔维亚酿酒商(N = 104);因此,样本是有意的和预先确定的。关键的发现是,只有4%的酿酒师完全掌握了营销,即他们在业务中使用了营销组合的所有四个要素;它们的价格也大幅上涨。塞尔维亚rakija酒厂似乎并不清楚他们的营销目标是谁,谁会购买他们的产品。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 求助全文
来源期刊
Ekonomika Poljoprivreda-Economics of Agriculture
Ekonomika Poljoprivreda-Economics of Agriculture AGRICULTURAL ECONOMICS & POLICY-
自引率
50.00%
发文量
19
审稿时长
4 weeks
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信