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Marketing Activities of Local Food Producers in E-Commerce

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  • Grzegorz Szymański

    (Department of Management and Production Engineering, Lodz University of Technology, 90-924 Lodz, Poland)

Abstract

The food industry is characterized by a constant increase in value. The purpose of this study is to identify the most popular marketing forms used by the analyzed enterprises, which were food producers selling online among the local community and identification of the correlation of the analyzed variables with the age of companies. The survey was carried out with the use of the CATI (Computer Assisted Telephone Interviewing) method, and the research tool was a questionnaire. The Chi-square statistics was used to examine the dependencies of individual variables and V-Cramer coefficient was used to identify the strength of the correlation. The obtained results and their analysis enable to conclude that there is a strong relation between the number of encountered problems in conducting online sales and the period of the company’s existence. The relationship (with a moderate strength) between sources of marketing inspirations used in e-stores and the company’s age was also confirmed. Furthermore, it was noticed that the number of marketing tools increases with the period of the company’s existence. Sales promotion, social media marketing and website positioning were indicated among the most popular tools.

Suggested Citation

  • Grzegorz Szymański, 2021. "Marketing Activities of Local Food Producers in E-Commerce," Sustainability, MDPI, vol. 13(16), pages 1-20, August.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:16:p:9406-:d:619147
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