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COMPETITIVENESS OF ORGANIC FOOD IN TERMS OF MARKETING ACTIVITIES
Abstract
The paper analyzes the impact of marketing tools on market share, sales level and distribution of organic food. The information presented was developed through a literature review and data obtained on the basis of a survey carried out in 40 stores offering organic products, located in Krakow, Poland. As a result, information was obtained from sellers on e.g. the kind of marketing tools used to encourage consumers to buy organic products, their effectiveness, and the decisive factor in favor of the purchase of such products. Information on customer preferences was also collected, as well as the size and type of customer group interested in purchasing organic products. The results of the research indicate that marketing plays an important role in the sale of organic products for both sellers and consumers. According to the respondents, the most effective type of promotional campaigns is the reduction of prices and advertising. It can be noticed that among consumers of organic products a greater proportion are women. The research showed that organic food is of interest primarily for middle-aged people ( as indicated by 18 respondents).
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