Faculty of Agriculture, Department of Agricultural Marketing

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Main research field

Agricultural Marketing

Specific research areas

agricultural marketing, agricultural trade, consumer behavior, regional marketing, food branding, food labeling, food perception, consumer attitudes

Techniques/methods

desk research, consumer attitudes and preference surveying, interviews, product testing, preference testing, univariate statistics, ANOVA (Analysis of Variance), regression analysis, factor analysis, cluster analysis, conjoint analysis, Delphi method, Content analysis

Equipment

statistical and survey software (SPSS, Sawtooth software)

Technology keywords

  • Single Use Products and Consumer Goods
  • Agriculture
  • Socio-economic development models, economic aspects

Services offered

  • Teaching and Training
  • Project documentation and solutions
  • Marketing studies

Market sectors

  • Financial Services
  • Food Producers
  • Support Services
  • Food & Drug Retailers
  • Pharmaceuticals & Biotechnology
  • Beverages

Short summary (English)

Department of Agricultural Marketing is the only institution of its kind in Croatia that deals exclusively with all topics related to marketing in agriculture. It has extensive experience in project implementation in this area (both international and national projects) which has resulted in a number of scientific papers published in prestigious journals. Activities of the Department include formal education, scientific and methodological research, business research, training, consultancy and project management. Main areas of our expertise are agro-food products, traditional products, protection of products with geographical indications and certificates of origin, agricultural tourism, direct sale / marketing and consumer behaviour. Services provided by the Department are market analysis, competitiveness analysis, market balance sheets, new products development, branding and products redesign, marketing plan creation, rural development strategies, consumer satisfaction surveying, product image research and training needs analysis. The Department is currently working on expanding the expertise more strongly in the areas of consumer behaviour and food related lifestyle. We also try to invest in constant education of young researchers and in this way to be competitive in the market and to have excellent human resources which is achieved by strong professional and scientific cooperation with European and American universities. Department of Agricultural Marketing is actively cooperating in educational and research activities with all relevant institutions in Croatia and has many relations with foreign research and academic institutions.

Short summary (Croatian)

Zavod za marketing u poljoprivredi je jedina institucija u Hrvatskoj koja se bavi isključivo svim temama vezanim uz marketing u poljoprivredi. Zavod ima široko iskustvo u provedbi domaćih i međunarodnih projekata što je rezultiralo nizom publikacija objavljenim u prestižnim znanstvenim časopisima. Aktivnosti Zavoda uključuju obrazovanje, znanstvena i metodološka istraživanja, istraživanja za gospodarstvo, konzultantski rad i provedbu projekata. Glavna stručna područja kojima se Zavod bavi su prehrambeni proizvodi, tradicionalni proizvodi, geografske oznake i oznake porijekla, agro-turizam, izravna prodaja i ponašanje potrošača. Glavne usluge koje Zavod pruža su analize tržišta, analize konkurentnosti, izrada proizvodno-potrošnih bilanci, razvoj novih proizvoda, brandiranje i redizajn proizvoda, stvaranje marketinških planova, izrada strategija ruralnog razvoja, istraživanje zadovoljstva potrošača te istraživanja imidža proizvoda. Zavod trenutno proširuje svoje područje istraživanja kroz veći fokus na istraživanja ponašanja potrošača vezanog uz prehranu. Također, Zavod konstantno ulaže u razvoj mladih znanstvenika da bi postigao što veću konkurentnost u svom području rada, a to se uglavnom ostvaruje kroz suradnju s europskim i američkim sveučilištima. Zavod za marketing aktivno surađuje sa svim relevantnim institucijama u Hrvatskoj i ima jake veze sa stranim istraživačkim i obrazovnim ustanovama.

Last update: 06.02.2013. 05:58:04

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