o:5745 Consumers’ preferences and attitudes toward traditional food products in Vojvodina Preferencije i stavovi potrošača o tradicionalnim prehrambenim proizvodima u Vojvodini en ABSTRACT: The production and sale of traditional food products is important for regional and rural development as it contributes to income and employment growth. In addition, although only a small part of these products have export potential, most of them are important for the national or local market and the improvement of the tourist offer. Although the area of Vojvodina abounds in a variety of traditional food products, their potential has not been sufficiently exploited. Therefore, the aim of this research is to analyze the attitudes of consumers to determine their preferences and habits in the consumption of traditional food products, in order to draw conclusions about the activities through which producers of traditional food products can improve their offer. The research used a survey method that was conducted on a sample of 1375 respondents in 39 cities and villages in Vojvodina. Descriptive statistics and the Chi-square test were used as statistical methods. The obtained results gave an insight into the type and quantity of traditional food products that are consumed in Vojvodina, as well as the demographic profile of the respondents who consume traditional food products the most. Besides that, the basic motives and barriers of consumers in Vojvodina in the purchase of traditional food products were identified. SAŽETAK: Proizvodnja i prodaja tradicionalnih prehrambenih proizvoda je važna za regionalni i ruralni razvoj jer doprinosi rastu dohotka i zaposlenosti. Osim toga iako samo manji deo ovih proizvoda ima izvozni potencijal, najveći deo njih je važan za nacionalno odnosno lokalno tržište i unapređenje turističke ponude. Iako područje Vojvodine obiluje raznovrsnim tradicionalnim prehrambenim proizvodima, njihov potencijal nije iskorišćen u dovoljnoj meri. Stoga je cilj ovog istraživanja da se analizom stavova potrošača utvrde njihove preferencije i navike u potrošnji tradicionalnih prehrambenih proizvoda, kako bi se došlo do zaključaka o aktivnostima putem kojih proizvođači tradicionalnih prehrambenih proizvoda mogu unaprediti svoju ponudu. U istraživanju je primenjena metoda ankete koja je sprovedena na uzorku od 1375 ispitanika u 39 gradova i sela u Vojvodini. Od statističkih metoda korišćena je deskriptivna statistika i Chi kvadrat test. Dobijeni rezultati su dali uvid u vrstu i količinu tradicionalnih prehramebnih proizvoda koji se konzumiraju u Vojvodini, kao i demografski profil ispitanika koji najviše konzumira tradicionalne prehrambene proizvode. Osim toga, identifikovani su osnovni motivi i barijere potrošača u Vojvodini u kupovini tradicionalnih prehrambenih proizvoda. KEY WORDS: Consumer behaviour, consumer attitudes, consumer preferences, consumer profile, traditional food products, local products. KLJUČNE REČI: ponašanje potrošača, stavovi potrošača, preferencije potrošača, profil potrošača, tradicionalni prehrambeni proizvodi, lokalni proizvodi 1552101 0546-8264 2024-10-21T08:40:07.389Z 44 yes 46 Maja Ćirić Fakultet za ekonomiju i inženjerski menadžment u Novom Sadu 0000-0002-9557-9881 Dragan Ilić Fakultet za ekonomiju i inženjerski menadžment u Novom Sadu person 0000-0002-3983-645X Svetlana Ignjatijević Fakultet za ekonomiju i inženjerski menadžment u Novom Sadu person 0000-0002-9578-3823 Jovana Gardašević Živanov Fakultet za ekonomiju i inženjerski menadžment u Novom Sadu person 0000-0002-3239-2083 Sandra Brkanlić Fakultet za ekonomiju i inženjerski menadžment u Novom Sadu person 0000-0003-0702-5692 2021 application/pdf 569310 https://unilib.phaidrabg.rs/o:5745 no yes 16 70 1552253 2020-06-30 Letopis naučnih radova Poljoprivrednog fakulteta / Annals of Agronomy 44 1 71 83 2021-06