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  • The importance of branding of agricultural products with quality labels and their recognition in Croatian market = Važnost brendiranja poljoprivrednih proizvoda koji nose oznaku kvalitete i njihova prepoznatljivost na hrvatskom tržištu
    Gregoric, Marina ...
    The purpose of the research paper is the importance of branding products bearing one of the quality marks (European Union or national branding) and their recognition on the Croatian market. Marketing ... Quality Marks promoted by Croatian Agricultural Agency are: "Honey from our beautiful, Controlled quality, Croatian island product, Egg of Croatian farms, Meat of Croatian farms, Milk of Croatian farms". Quality Marks of the European Union for Agricultural and Food Products (Ministry of Agriculture) are: "Protected designation of origin, protected designation of geographical origin, Traditional specialty guaranteed". The Croatian Chamber of Commerce is behind the branding of products bearing the inscriptions "Croatian Quality and Original Croatian". Zagreb trademarks were protected as the intellectual property of a producer association: "Zagreb's fresh cow cheese (ZG sirek), Jagodica purgerica (Strawberry Purgerica), Zagreb pušlek, Zagreb cherry". Branding an agricultural product means creating a certain awareness among consumers, making it recognizable on the market. In order to achieve that, it is important to involve agricultural experts from the beginning of the production preparation process through soil treatments (strict control of chemical substances) and environmental protection. Methodology used is historical, analysis and synthesis as well as quantitative and qualitative 112primary research. Quantitative method was conducted through questionnaire distributed to random sample of Croatian consumers with response of 920 collected responses. The research shows how many users of quality agricultural products at the EU level or users of marketing quality labels at the Croatian level are familiar with the labels, whether the quality labels are sufficiently commercially promoted and how it influences consumers buying preferences. Qualitative research was conducted by interviewing Assistant Minister at Ministry of Agriculture and Deputy Head of City Office for Agriculture and Forestry at City of Zagreb. The research results show that promotion of national agricultural products with labels of quality is extremely important for consumers but still not sufficient and needs to be improved on all levels; by producers, Ministry of Agriculture, City of Zagreb and all stakeholders.
    Vir: Međunarodni znanstveni simpozij Gospodarstvo istočne Hrvatske - jučer, danas, sutra = International scientific symposium economy of Eastern Croatia - yesterday, today, tomorrow. - ISSN 1848-9559 (7, 2018, str. 111-119)
    Vrsta gradiva - prispevek na konferenci
    Leto - 2018
    Jezik - angleški
    COBISS.SI-ID - 23883272

    Povezava(-e):

    http://www.efos.unios.hr/gospodarstvo-istocne-hrvatske/en/proceedings/

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