Distribution Channels for Organic Food in the Republic of Serbia

Abstract

Continuous organic production growth in the Republic of Serbia poses the issue of the existence of adequate distribution channels for these products, as they require specific storage and distribution requirements. In addition, the development of organic food production and demand for these products indicates that this market segment is not negligible. Hence, there is a need to analyze the degree of customer satisfaction with organic foods with existing distribution channels. Are there adequate channels for the distribution of organic food? How much trust do consumers have in distribution channels and whether the level of trust in distribution channels can affect consumers’ buying decisions? These are just some questions that come up. In this regard, the subject of research will be the existing distribution network of organic products in the Republic of Serbia, as well as the degree of satisfaction and trust of consumers in distribution channels, in order to define guidelines and recommendations for the redesign of the organic food distribution network. In order to answer those questions, empirical research was conducted on the territory of the Republic of Serbia, and for the purposes of statistical analysis was used following statistical methods: ANOVA, MANOVA, cluster analysis, and descriptive statistics.