Affiliation:
1. Univerzitet u Beogradu, Šumarski fakultet
Abstract
The paper examines the role of distribution, as an instrument of the
marketing mix, in companies dealing with the purchase, processing, and
marketing of non-wood forest products (NWFPs) in the territory of Serbia.
Considering the specificity of NWFPs, choosing appropriate sales channels
for delivery to customers is of great importance. Primarily for perishable
and unprocessed products, such as forest fruits (wild raspberries,
blackberries, blueberries, etc.), but also different types of mushrooms
(boletus, chanterelles), fast and effi?cient distribution channels are
imperative in the context of product quality preservation. In this sense,
the research included 49 companies from the territory of Serbia, which
operate in the field of NWFPs. For the research, a questionnaire was created
with 29 questions related to the marketing mix, and the organization of
distribution flows in the analyzed companies. The period considered includes
the period 2008-2017. The goal of the research was focused on the role of
distribution in the analyzed companies, as well as the identification of
factors that contribute to decisions regarding its forms and way of
organization.
Publisher
National Library of Serbia
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