THE IMPACT OF RAKIJA CULTURAL HERITAGE AND RAKIJA MARKETING ON THE CONSUMER PURCHASING DECISIONS

THE IMPACT OF RAKIJA CULTURAL HERITAGE AND RAKIJA MARKETING ON THE CONSUMER PURCHASING DECISIONS

This is the first study on the tradition and cultural heritage of the rakija market based on consumer behavior analysis. The primary objective is to investigate the impact of cultural tradition on consumer behavior regarding the purchase of rakija, the national alcoholic beverage of Serbia. The sec...

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Bibliographic Details
Main Authors: Slobodan Adžić, Marko Pavlović, Marijana Milunović, Đorđe Pavlović, Tijana Savić Tot, Pavle Radanov
Format: Article
Language:English
Published: Naučno društvo agrarnih ekonomista Balkana, Beograd; Institut za ekonomiku poljoprivrede, Beograd i Akademija ekonomskih nauka, Bukurešt 2024-10-01
Series:Ekonomika Poljoprivrede (1979)
Subjects:
tradition
cultural heritage
marketing
UNESCO
rakija
Online Access:https://www.ea.bg.ac.rs/index.php/EA/article/view/2360

Internet

https://www.ea.bg.ac.rs/index.php/EA/article/view/2360

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