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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Krnáčová Paulína & Závodský Martin, 2018. "Consumer-Oriented Sales Promotion of Organic Food in Slovakia and the Czech Republic," Studia Commercialia Bratislavensia, Sciendo, vol. 11(40), pages 194-207, December.
    • Handle: RePEc:vrs:stcomb:v:11:y:2018:i:40:p:194-207:n:2
    DOI: 10.2478/stcb-2018-0014
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    References listed on IDEAS

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    1. Giovanni Pino & Alessandro M. Peluso & Gianluigi Guido, 2012. "Determinants of Regular and Occasional Consumers' Intentions to Buy Organic Food," Journal of Consumer Affairs, Wiley Blackwell, vol. 46(1), pages 157-169, March.
    2. Gianluigi Guido & M. Prete & Alessandro Peluso & R. Maloumby-Baka & Carolina Buffa, 2010. "The role of ethics and product personality in the intention to purchase organic food products: a structural equation modeling approach," International Review of Economics, Springer;Happiness Economics and Interpersonal Relations (HEIRS), vol. 57(1), pages 79-102, March.
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