Title Marketinške implikacije označavanja domaćih poljoprivrednih i prehrambenih proizvoda putem prepoznatljivih oznaka i zaštićenih znakova
Title (english) Marketing implications of the labeling of agricultural food products with recognizable marks and protected sings
Author Dubravka Živoder
Mentor Mirna Leko-Šimić (mentor)
Committee member Tihana Sudarić (predsjednik povjerenstva)
Committee member Ružica Lončarić (član povjerenstva)
Committee member Davorin Turkalj (član povjerenstva)
Granter Josip Juraj Strossmayer University of Osijek Faculty of Agrobiotechnical Sciences Osijek (Department of Bioeconomics and Rural Development) Osijek
Defense date and country 2022-05-25, Croatia
Scientific / art field, discipline and subdiscipline BIOTECHNICAL SCIENCES Agronomy Economics
Universal decimal classification (UDC ) 631/632 - Agriculture. Plant diseases. Plant protection
Thesaurus (NSK Kontrolirani rječnik)
Food marketing
Labeling
Abstract Neobvezni sustavi označavanja poljoprivrednih i prehrambenih proizvoda putem
prepoznatljivih oznaka i zaštićenih znakova u Republici Hrvatskoj provode se još od 1992.
godine. Unatoč tomu što je iza nas već dvadeset i osam godina provedbe sustava, neobvezni
sustavi označavanja nisu dovoljno razvijeni. Razlog tomu, prema istraživanjima koja su kod
nas provedena, u prvom su redu neinformiranost i nedovoljna educiranost svih dionika sustava,
od primarnih poljoprivrednih proizvođača, prehrambene industrije, pa sve do potrošača.
Znanstveni doprinos doktorske disertacije u teorijskom smislu očituje se u rezultatima prvoga
provedenog istraživanja u Republici Hrvatskoj koje je na jednom mjestu obuhvatilo mišljenja i
percepcije poljoprivrednih proizvođača, s jedne strane korisnika znakova Hrvatske agencije za
poljoprivredu i hranu (prije Hrvatske poljoprivredne agencije), a s druge strane potencijalnih
korisnika tih znakova, zatim mišljenja trgovačkih lanaca koji posluju u Republici Hrvatskoj te
hotela diljem zemlje o uvođenju domaćih proizvoda u njihovu ponudu, ali i mišljenja potrošača
kao i njihovu upoznatost s oznakama kvalitete i zaštićenim znakovima. Aplikativni doprinos
doktorske disertacije ogleda se u prijedlogu kreiranja marketinške strategije implementiranja
neobveznih sustava označavanja poljoprivrednih i prehrambenih proizvoda na tržištu, u skladu
s provedenim primarnim istraživanjem.
Istraživanja koja se odnose na problematiku oko neobveznih sustava označavanja
poljoprivrednih i prehrambenih proizvoda provode se na europskoj razini, ali u Republici
Hrvatskoj nema znatnih spoznaja u pogledu te problematike koje bi ukazivale na probleme i
moguće prijedloge za poboljšanje sustava. U hrvatskim okvirima ustanovljena je problematika
glede slabe informiranosti svih dionika koji sudjeluju u provedbi neobveznih sustava, od
poljoprivrednih proizvođača, prehrambene industrije do potrošača. Također, na nacionalnoj
razini zanemarena je mogućnost da se putem zaštite domaćih poljoprivrednih i prehrambenih
proizvoda poveća tržišna konkurentnost hrane, što u konačnici rezultira ulaskom proizvoda u
više cjenovne kategorije. Doprinos doktorske disertacije u praktičkom smislu očituje se u
davanju preporuke za unaprjeđenje neobveznih sustava označavanja poljoprivrednih i
prehrambenih proizvoda u Republici Hrvatskoj, u davanju preporuka na institucionalnoj razini
za poboljšanje provedbe neobveznih sustava označavanja te niza mjera putem kojih se tako
označeni proizvodi lakše mogu plasirati na tržište te postići dodanu vrijednost. Na ovaj način
daje se potvrda sektoru poljoprivrede da se neobveznim sustavima označavanja poljoprivrednih
i prehrambenih proizvoda itekako može utjecati na razvoj domaće poljoprivredne proizvodnje
u Republici Hrvatskoj te ukazuje na niz mjera koje mogu unaprijediti postojeće neobvezne
sustave označavanja poljoprivrednih i prehrambenih proizvoda putem otvaranja raznih novih
mogućnosti u institucionalnoj pomoći oko širenje tržišta domaćih proizvoda te njihove veće
zastupljenosti u hotelima i trgovačkim centrima.
Abstract (english) Optional labelling sytems for agricultural food products through the use of labels and trademarks
in the Republic nof Croatia are being implemented since 1992. Despite the fact it has
been twnty-eight years since the sistem implementation, optional labelling system have not
been sufficiently developed. The reason for that, according to the survey that has been
conducted, is primarily the lack of information and insufficient education of all participants -
from the primary agricultural producers to the food indusstry, all the way to the concumers. The
scientific contribution of the doctoral thesis in the academic sense is reflected in the results of
the first survey conducted in the Republic of Croatia, which will, in one place, include the
attitudes and perceptions of agricultural producers, the Croatian Agency for Agriculture and
Food (before Croatin Agricultural agenbcy) label users on the one hand, and the potential users
of the same labels, the opinion of the retail chains operating in the Republic of Croatia, hotels
across the country on the introduction of domestic products into their offer, but also show
consumer attitudes, as well as their familiarity with the Croatian Agricultural Agency (today
caleed Croatian Agency for Agriculture and Food), on the other. The pragmatic contribution of
the doctoral thesis is reflected in the significant inclusion of the primary agricultural producers
in optional labelling system for agricultural food products and in the increase in the number and
quantity of labelled products in the food procesing sector. The contribution is also visible in the
informing the consumers about the significance of particular labels and systems they represent,
which will increase their knowledge about the quality and importance of purchasing domestic
agricultural products. Surveys related to the issue of optional labelling systems are being
conducted at European level, but there are no significant ones in the Republic of Croatia
regarding the issue of optional labelling systems for agricultural food products that would point
out the problems as well as possible suggestions for improving the system. In the Croatian
framework, the issues regarding the lack of information of the all participants involved in the
implementation of optional labelling system from agricultural producers, thwe food industry to
consumers have been identified. Also, at the national level, the possibility to increase the market
competitiveness of food through the protection of domestic agri-food products has been
neglected, which ultimately resulted in the entry of products into higher price categories. The
contribution of the doctoral dissertation in practical terms is reflected in the recommendations
for the improvement of optional labelling systems for agricultural food products in the Republic
of Croatia, in recommendations at the institutional level to improve the implememtation of
optional labelling systems, and in a serios of measures by which these products could be placed
on the market more easily and achieve added value. In this way, this is a contribution to the
agricultural sector by showing that the optional labelling systems for agricultural food products
can greatly influence the development of domestic agricultural in the republic of Croatia, and
by pointing to a series of measures that can enhance the existing optional labelling sysstems for
agricultural food products by opening up various opportunities, from expanding the domestic
product market into public, institutions, hotels and by promoting greater presence in shopping
malls.
Keywords
marketing hrane
poljoprivredno-prehrambeni proizvodi
označavanje proizvoda
Keywords (english)
food marketing
agricultural and food products
labeling
Language croatian
URN:NBN urn:nbn:hr:151:114775
Promotion 2022
Study programme Title: agricultural science Study programme type: university Study level: postgraduate Academic / professional title: doktor/doktorica znanosti, područje biotehničkih znanosti, polje poljoprivreda (doktor/doktorica znanosti, područje biotehničkih znanosti, polje poljoprivreda)
Type of resource Text
Extent 161 str.; ilustr.; 30 cm
File origin Born digital
Access conditions Open access
Terms of use
Public note doktorska disertacija
Created on 2022-11-14 08:55:40