Market Perspectives For Serbian PDO Products in the Republic of Serbia

Abstract

Protected designation of origin products can contribute both to consumers and producers, as well as to rural development. As high percentage of population in Republic of Serbia lives in rural areas, and agricultural sector is very important for the country, protected designation of origin products could bring many benefits for the country, rural population and rural development. The objective of the paper was to analyse potential of two Serbian products, with geographical indication, in the market in Republic of Serbia. Another objective was to understand who are consumers of these products and if they would pay for these products. These questions were explored in cases of two Serbian PDO products -Futog cabbage and Petrovac sausage, on the market in Serbia.

The Role of Promoting Agricultural and Food Products Certified with European Union Quality Schemes

“…Moreover, the study by [ 6 ] on Serbian PDO products reveals consumer clusters ranging from highly interested to those unwilling to pay more for PDO products. This segmentation aligns with the diversity observed between Eco−Advocates and Price−Sensitives, indicating a commonality in consumer valuation of certification across different cultural contexts.…”

“…The study [ 6 ] provides an in-depth analysis of the market potential for Serbian PDO products, specifically focusing on Petrovac sausage and Futog cabbage. The study involves both qualitative and quantitative analyses, including interviews with authorities and producers, as well as consumer surveys.…”

“…These clusters include consumers highly interested in PDO products, moderately interested, and those not willing to pay a higher price for PDO products. This segmentation provides valuable insights into consumer preferences and perceptions regarding PDO-labeled foods in Serbia and can guide marketing and communication strategies for these products [ 6 ].…”

“…This gap is not merely academic but has real-world implications, particularly for policymaking and market strategies. Although consumer awareness of EU quality labels on agricultural and food products is gradually increasing, studies have shown that this awareness is still relatively low to medium overall [ 5 , 6 , 7 ]. Awareness tends to be higher among certain demographics, such as frequent Internet users, those in specific occupations, and wealthier households [ 8 ].…”