The paper presents the selected results of consumers' study of food products in Serbia. It focuses on the products with nutrition and health claims (NHCs) and the analysis of the main consumers' characteristics which influence their awareness and knowledge about NHCs, their attitudes toward products with NHC and their purchase intentions. Different socio-demographic factors that influence consumers' behavior were investigated. Education, gender, age and income of the respondents are the key factors which influence awareness, knowledge and consumption. As those products are closely related to consumers' health, we presented the results based on the differences in health status of the respondents. Main findings show that the respondents with health problems do not consume those products as often as others, which is the outcome of a low level of nutrition knowledge. This represents a major restraining factor for the increase in consumption. After identifying the characteristics of demand, we have suggested some proposals for managers, aimed at overcoming the identified problems, and for government institutions so as to obtain a proactive approach to improving the overall health of the population.
The sector of higher education in developed countries has been facing important structural changes over the last decade, which is now expanding to developing countries also. As the competitive landscape is changing, the trend of commercialisation of higher education has become more evident. Higher education institutions (H.E.I.s) have been developing their business strategies, with a clear focus on marketing activities, changes in organisational processes, and even changes in their priorities and missions, thus becoming more lucrative. Knowing student behaviour and criteria for choice decisions and recognising the main determinants of students' choice is the basis for establishing an effective strategy of H.E.I.s. The aim of this article is to shed light on student choice criteria when deciding which institution in higher education to enrol, and to identify main moderating influences. Linear mixed model (L.M.M.) was used as the main methodological tool for analysing the main variation in the attitudes and expectations of students, based on several moderating variables, their socio-demographic and personal characteristics. The results reveal main institutional attributes that HEIs from a posttransitional country can use for the effective market positioning, and the influence of gender, academic aspirations and achievements on the assessment of various students' choice criteria.
The aim of this study is to identify and analyze the main motives and barriers for purchasing organic food in the Generation Z market segment in Serbia. A quantitative study was conducted through a survey questionnaire filled out by 213 students from three universities. The results are based on descriptive statistics, the independent samples t-test and the analysis of variance. Quality and health protection and improvement are identified as the primary motives for purchasing organic food, proving that egoistic motives prevail over altruistic ones. The most important barriers hindering organic food consumption are high price, lack of information, and limited availability. The willingness of Generation Z members to accept high market prices for organic food depends on their monthly household income. These findings could be used by organic food producers and retailers to predict buying behavior and adapt their promotional activities on the Serbian market.
The project was carried out by research teams from The Faculties of Economics of Ljubljana and Belgrade Universities whose cooperation was supported by the governments of Slovenia and Serbia; this paper is also a part of a project supported by the Ministry of Science and Education of the Serbian government (project no. 179062) 2. INTANGIBLE CAPITAL AND MARKETING RESOURCES: LITERATURE REVIEW Developments in communication technology, business networks and alliances, and continuous innovation, as well as rapid internationalisation have brought important changes to global businesses. Nowadays firms find the main sources of competitive advantage in intangible resources such as brands, knowledge, innovation, and reputation, and in intangible resources created in cooperation with other stakeholders, especially knowledge and relationships developed in business networks. Organisations are aware that technology-based competitive advantage is just temporary, whereas sustainable competitive advantage is determined by the intangible resources they possess (Johanson et al. 2001). We are witnessing a new phase in economic development, characterised by soft, intangible, non-financial factors (Lev and Zambon 2003).
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.