This paper explores the impact of marketing mix instruments on the students’ satisfaction in faculties in the Republic of Serbia and Spain, with the aim of determining how significant the effects of each marketing mix tool and their combinations are in relation to satisfaction of students in Higher Education Institutions (HEIs). The detailed literature review is provided in the theoretical part, which contributes to a better understanding of terms like marketing in higher education, marketing mix instruments in higher education and students’ satisfaction. Data were collected from 896 respondents, who are all students at the faculties in Serbia and Spain, and were obtained using the questionnaire purposefully composed for this research. The methods used to highlight any gaps in this marketing mix practice and the relative customer–student satisfaction in HEIs are statistical analyses (descriptive analysis, correlation analysis, multiple regression analysis and t-independent samples tests), leading to the general conclusions regarding the following: by improving marketing mix instruments (service, distribution, human factor, physical evidence, service process) we can, and by improving (price, promotion) we cannot, improve students’ satisfaction in higher education institutions. The general conclusions clearly highlight what needs to be improved in practice in higher education institutions to improve students’ satisfaction, especially students’ loyalty, students’ choices, students’ satisfaction with the quality of the marketing mix instruments at the faculty, students’ satisfaction with expectation which they had upon enrolment and student satisfaction with the public image of the faculty, which is the main goal of these institutions.

The region of Vojvodina is considered to be very favorable for honey production, whereby the area of Fruska Gora is primarily considered as the most bountiful. However, one of the key problems that honey producers encounter is the lack of understanding of consumer behavior and therefore inability to create appropriate marketing strategies and programs. Therefore, the aim of this paper is to provide assistance to honey producers in Vojvodina, to lime honey producers from Fruska Gora with protected geographical origin in particular, to identify the motives, attitudes and buying habits of consumers of honey in Vojvodina. The conclusion is carried to summarize the obtained results about what type of honey consumers in Vojvodina buy, why, where, when, how often and what are their attitudes toward the introduction of a new brand of honey. Moreover, it presents the basic guidelines to honey producers for the improvement of marketing strategies and marketing programs.

In recent years, huge efforts have been made to implement ICT innovations in the agricultural sector in order to increase its competitiveness. The question that can be posed is what depends on the successful implementation of ICT innovations among farmers. Numerous scientific papers were published with the purpose of identifying factors that affect acceptance of particular innovation by users. The aim of this paper was to determine whether the farmer innovativeness influences the acceptance and the degree of using the Internet and social media by farmer. Additionally, statistically significant correlation between the demographic factors of the farmers and their innovativeness was investigated. The research was conducted using survey method. Descriptive statistics, Correlation analysis using Pearson's correlation coefficients and Chi-square test were used as statistical methods. Obtained results confirmed the initial hypotheses and based on that recommendations for the creation of a marketing strategy for introducing new ICT solutions in the field of agriculture are made.

Sažetak:Onlajn kupo ina doživljava ogroman porast poslednjih godina zbog brojnih prednosti za potrošače, od kojih su najčešće pominjane: mogućnost kupo ine tokom dvadeset četiri časa, uštede u vremenu odlaska u prodavnicu, niže cene i širi asortiman proizvoda. S druge strane, potrošači se suočavaju i sa određenim barijerama u onlajn kupo ini: tehnološko/bezbednosni problemi, nepoverenje, nemogućnost probanja prozivoda, veći utrošak vremena u biranju proizvoda i sl. Sve ove promene koje interent i onlajn kupo ina nose, do eli su do značajnih promena u ponašanju potrošača i njiho im kupo nim navikama. Da bi kompanije danas bile uspešne, neophodno je da imaju ne samo dobar o ajn marketing već moraju imati i jednako dobar onlajn marketing. Za uspešno kreiranje internet marketing strategije od izuzetne važnosti je istražiti i razumeti navike potrošača u onlajn kupo ini. Stoga je cilj ovog rada da se utvrdi učestalost kupo ine putem interneta, količina no ca koja se troši, vrsta proizvoda i usluga koje se najviše kupuju, kao i u kojoj meri demografski faktori utiču na ove pokazatelje kupo nih navika potrošača. U istraživanju je primenjena metoda ankete. Dobijeni rezultati daju značajne smernice za de nisanje demografskih pro la potrošača i kreiranje odgo arajuće internet marketing strategije.Ključne reči: demografski faktori / ponašanje potrošača / onlajn kupo ina / ineternet marketing strategija.

There is a significant amount of research in the world on the factors that influence consumers' decision to buy organic food using traditional sales channels. There is also a lot of research related to the factors that influence consumer decision to online shop groceries. However, to our knowledge, there is an extremely modest amount of research on how and why consumers decide to online shop organic food. The Covid-19 pandemic has led to an increase in consumer propensity to shop online, so this topic has gained in importance. Therefore, the aim of this paper was to determine the factors that most influenced consumers' decision to online shop organic food during the Covid-19 Pandemic. The survey was carried out in Serbia by using a questionnaire developed specifically for this purpose, based on questions from 9 relevant surveys in the world. Factor analysis and standard multiple regressions were used to analyze the data obtained from the survey. Four factors have been identified that influenced the online shopping organic food during the Covid-19 Pandemic. The first and most important factor is the Attributes of organic food and deterrents for purchasing. The second important factor is the advantages of online shopping, Covid-19 Pandemic consequences, and organic food labeling. While the third factor (Website characteristics and satisfaction with online shopping) and the fourth factor (Safety of online shopping) are of minor importance. At the end of the paper recommendations for improvement marketing strategy for online selling organic food are given.