@article{Zaric:164776,
      recid = {164776},
      author = {Zaric, Vlade and Vasiljević, Zorica and Nedić, Nebojša and  Petković, Danijela},
      title = {The marketing strategies of Serbian honey producers},
      journal = {APSTRACT: Applied Studies in Agribusiness and Commerce},
      address = {2013},
      number = {1033-2016-84237},
      series = {7},
      pages = {6},
      year = {2013},
      abstract = {Serbian honey producers are exposed to the increased  international competition of recent years. To face up to  the new changes,
producers are progressively using  diversification strategies, such as direct sales and  production diversification. The direct sales strategy  allows
the producers to increase the product added value,  while diversification aims to offer new products to the  consumers.
The aim of this paper is to analyse the honey  marketing strategy of Serbian honey producers. The first  part of the paper analyses the structure
of production  costs, production performances as well as the determinants  of the honey supply. In the second part of the paper,  analysis is
focused on the determinants of direct sales.  Finally, in the third part of the paper, diversification  strategies are discussed.
The data for this research has  been obtained on the basis of a representative sample  consisting of 84 Serbian honey producers interviewed  in
2011 and 2012. The results show that the Serbian honey  producers operate with more or less similar production  costs and with production
performances that do not differ  significantly. They use direct marketing for two reasons:  firstly, it affords personal contact with consumers,
and  secondly, they aim to decrease the transaction costs,  thereby keeping a higher share of the product’s final  value. Offering new products to
consumers is an attempt to  create additional product demand.},
      url = {http://ageconsearch.umn.edu/record/164776},
      doi = {https://doi.org/10.22004/ag.econ.164776},
}