Consumers who eat industrial food products often forget traditionally produced food. In this case, it is necessary to remind consumers on already well-known products through series of promotional activities, i.e. get them familiar with the advantages implied by their consumption. The goal of this paper is to point out to the significance of promotional activities for the development of autochthonous food products market. A consumer is informed by the promotion, he/she forms a positive attitude, which represents an important influence on a decision whether to buy autochthonous food products. While planning the autochthonous food products promotion, it is necessary to choose activities that are going to be implemented. Regarding that autochthonous food products are the subject of the research, the special significance have the improvement of sale, personal sale and publicity which enable the communication to potential consumers. Other promotional activities are also significant. It is important to emphasize that coordinated or united activity of the promotional mix selected instruments represents an imperative for a successful promotion of autochthonous food products.
The sustainability of rural settlements in Serbia has become the main focus of strategic rural development planning. Although it is still difficult to measure the quality of life of the citizens of the Republic of Serbia, preliminary results show that it is necessary to go beyond the GDP as the only or one of its most important indicators. A multidimensional approach and analysis at the local level is necessary for more comprehensive insight into quality of life in order to avoid erroneous or simplified conclusions. Striving to provide more detailed insight into the attitudes and needs of the local population, this research uses a qualitative approach. Subjective measures of how people feel and function in everyday life can predict future reactions, many of which are in the domain of the interests of local public services. The aim of the research is to apply measurement indicators through six dimensions of well-being in order to determine to what extent the inhabitants of rural communities are satisfied with some indicators and how they assess their own well-being. The research results illustrate the importance of understanding the needs of the local population and the perception of overall life experience in monitoring balanced rural development. The research can be adapted and applied to any rural community. Thus, only by developing a participatory approach can one strive for community-based rural development.
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