Analiza trga za izgradnjo lokalne blagovne znamke v kmetijstvu

magistrsko delo

Aleš Perko (Author), Borut Milfelner (Mentor)

Abstract

Na trgu kmetijskih izdelkov je konkurenca velika, prav tako pa je ponudba zelo široka. V Sloveniji kmetje vse več ponujajo lokalno pridelane izdelke odjemalcem ter skušajo ugoditi njihovim potrebam in željam. Zaradi težjih naravnih danosti za pridelovanje in majhnosti parcel so slovenski kmetje v težjem ekonomskem položaju v primerjavi s kmetijskimi velesilami na globalnem trgu. Slovenski kmet težko konkurira v ekonomiji obsega in kvantiteti. Priložnost za konkuriranje in izboljšanje družbeno-ekonomskega položaja kmetij je v medsebojnem povezovanju, dodani vrednosti izdelkov in kratkih prodajnih verigah. Raziskave kažejo, da je povezovanje kmetij v kolektivne blagovne znamke v lokalnih ali širših območjih ena izmed možnosti za razvoj kmetij in lokalnega območja. V magistrskem delu najprej predstavljamo teoretična izhodišča o blagovni znamki, opredelili smo izraz lokalno in lokalna blagovna znamka ter predstavili kolektivne blagovne znamke. Pregledali smo literaturo v zvezi z vedenjem odjemalcev do lokalnih blagovnih znamk, pregledali primere vedenja odjemalcev do lokalnih blagovnih znamk in samega vpliva na lokalno gospodarstvo ter okolje. Predstavili smo primere dobrih praks kolektivnih blagovnih znamk iz tujine in iz Slovenije. V nadaljevanju sledi analiza raziskave trga odjemalcev, kjer so nas zanimala stališča, nakupno vedenje in njihovo zaznavanje lokalne ponudbe kmetijskih prehrambenih izdelkov. Zanimalo nas je tudi odjemalčevo pričakovanje glede lokalno pridelanih izdelkov v prihodnje. Raziskali smo trg ponudnikov s poglobljenimi intervjuji, kjer nas je zanimala trenutna situacija na kmetijskem trgu, kakšna je ponudba na trgu in kdo so njihovi odjemalci. Ponudnike smo povprašali o mnenju glede morebitnega obstoja lokalne kolektivne blagovne znamke v kmetijstvu in pričakovanj v prihodnje. Z raziskavo smo ugotovili, da je povpraševanje odjemalcev po lokalno pridelanih izdelkih veliko, večina vprašanih tudi kupuje te izdelkete. Respondenti največ povprašujejo predvsem po osnovnih prehrambenih izdelkih, tudi za v prihodnje obstaja veliko zanimanje odjemalcev za tovrstne izdelke, kar se je potrdilo v raziskavi. Ugotovili smo, da tudi ponudniki zaznavajo vse večje povpraševanje po lokalno pridelanih izdelkih in podpirajo idejo o lokalni kolektivni blagovni znamki kmetijskih ponudnikov.

Keywords

blagovne znamke;kolektivna blagovna znamka;lokalni izdelki;kmetijski izdelki;vedenje porabnikov;tržna analiza;

Data

Language:	Slovenian
Year of publishing:	2022
Typology:	2.09 - Master's Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	A. Perko
UDC:	658.626
COBISS:	104397827
Views:	138
Downloads:	30
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Makret analysis for the development of local collective brand in agriculture
Secondary abstract:	The market of agricultural products is highly competitive and offers a wide selection. Slovenian farmers increasingly offer more and more locally produced products to customers, attempting to satisfy their needs and wishes. The difficulty of natural conditions for cultivation as well as the small size of the parcels, put Slovenian farmers at a disadvantage compared to the great powers of the global agricultural market. A Slovenian farmer can hardly complete in economies of scale or quantity. The potential to improve competitiveness and the socio-economic standing of Slovenian farms lies in farmer cooperation, the added value of products and the shortness of supply chains. Studies show one of the possibilities for farms and local environments to develop is the integration of farms into collective brands within local or wider areas. The present work establishes the theoretical foundations of brands, defines the expressions “local” and “local brand” and introduces collective trademarks. Further, literature and actual examples of customer behavior toward local brands are reviewed together with their impact on both the local economy as well as the environment. Examples of best practices of collective brands from Slovenia and abroad are also presented. The work then proceeds to analyze the customer market investigation, focusing on the customer views, their purchasing behaviors, and their perception of the local agricultural food products offer. Customer expectations for locally produced products in the future are also explored. In addition to customers, the market of producers is studied with the help of in-depth interviews with a special interest in the current situation in the agricultural market, its offer, and buyers. The providers are asked to give their views on a potential establishment of a local collective brand in farming and their expectations for the future. The results from this study indicate that there is a significant customer demand for locally produced products, which are also bought by most of the people interviewed. According to the findings, the respondents are predominantly interested in basic food products and express a broad interest in such products for the future. It was confirmed that the providers have also noted an increase in locally produced products and are supportive of the idea of a local collective brand of agricultural producers.
Secondary keywords:	Brand;local products;collective brand;customer behavior;local collective brand;agricultural products.;
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	77 str., 10 str. pril.
ID:	14078120