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The Market Chain Of Fruit Production In Serbia – A Case Study Of Raspberry And Sour Cherry Cultivation

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  • Katica Radosavljević

Abstract

The trade in fresh and frozen fruit is complex and fragmentary. Currently producers are forced to use a variety of marketing channels - farmers' markets, processing industries, trade companies and brokers. To increase quality, production, profitability and exports, it is essential to maximize cooperation between producers, processors, wholesalers and retailers. Vertically and laterally integrated fruit marketing channels demand the smallest number of intermediaries and direct relations with consumers. In past decades, fruit production in Serbia was characterized by irrational resource allocation. Neglect of the agribusiness marketing concept led to supply shortages. As a result, prices increased while quality decreased. Only integrated marketing concepts can boost quality, yields, profitability and competitiveness.

Suggested Citation

  • Katica Radosavljević, 2008. "The Market Chain Of Fruit Production In Serbia – A Case Study Of Raspberry And Sour Cherry Cultivation," Economic Annals, Faculty of Economics and Business, University of Belgrade, vol. 53(177), pages 103-122, April - J.
    • Handle: RePEc:beo:journl:v:53:y:2008:i:177:p:103-122
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    Citations

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    Cited by:

    1. Kierczyńska, Sylwia, 2021. "Selected Factors And Purchase Price Levels Of Sour Cherries For Processing In Poland," Roczniki (Annals), Polish Association of Agricultural Economists and Agribusiness - Stowarzyszenie Ekonomistow Rolnictwa e Agrobiznesu (SERiA), vol. 2021(2).
    2. Ivana Radic & Maurizio Canavari, 2014. "Viennese consumers? preferences and willingness to pay for raspberries from Arilje, Serbia," Economia agro-alimentare, FrancoAngeli Editore, vol. 16(3), pages 27-42.

    More about this item

    Keywords

    marketing channels; raspberry; sour cherry; agribusiness; Serbia;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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