Consumer-Oriented Sales Promotion of Organic Food in Slovakia and the Czech Republic

Krnáčová Paulína () and Závodský Martin ()
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Krnáčová Paulína: Department of Commodity Science and Product Quality, Faculty of Commerce, University of Economics in Bratislava, Dolnozemská cesta 1,Bratislava, Slovakia
Závodský Martin: ALAMEX s. r. o., Popolná 10, 831 06Bratislava, Slovakia

Studia Commercialia Bratislavensia, 2018, vol. 11, issue 40, 194-207

Abstract: Based on the evaluation of partial research results the aim of the presented paper is to find out current state of using consumer-oriented sales promotion tools at the organic food market in Slovakia and the Czech Republic and to suggest recommendations for improvement. We conducted primary quantitative research by inquiry method via standardized online questionnaire. The research results reveal that the most used consumeroriented sales promotion tools are information materials, merchandising and multipacks. Business entities focus on the non-monetary sales promotion. The results point to insufficient implementation of sales promotion tools at the organic food market and probably low interest of business entities to them.

Keywords: organic food; sales promotion; consumer-oriented sales promotion (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:stcomb:v:11:y:2018:i:40:p:194-207:n:2

DOI: 10.2478/stcb-2018-0014

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