Creating a marketing strategy based on transition of customers from conventional to organic products

摘要

The core of the marketing concept in organic agriculture is to make a profit along with satisfying consumer needs and respecting the environment. The starting point of the marketing concept is the market, that is, to determine who the consumers of organic products are in order to direct marketing activities toward them. Therefore, in order to achieve the goal of a successful business, it is necessary to create a consumer-oriented marketing strategy (who they are, where they are, how numerous consumers are and what the motives for buying organic products are) and the effective management of marketing mix (product, price, place and promotion).