ADVANTAGES AND DISADVANTAGES OF DIRECT SALES AGRICULTURAL AND FOOD PRODUCTS

Izravna prodaja koristi se već godinama, počela se razvijati već u srednjem vijeku, pa sve do današnjeg doba. U suvremenim uvjetima ovakav način prodaje postaje sve popularniji, zbog toga što je potrošačima dosta masovnog komuniciranja s prodavateljima, žele osobni kontakt. Diplomskim radom opisujem prvo opće pojmove (marketing i izravni marketing) kako bi olakšao shvaćanje ovoga pojma, pokušao sam definirati izravnu prodaju, koja su ograničenja i prednosti, kakva je situacija u vrijeme recesije, te sam naveo i primjer izravne prodaje, odnosno prodaja poljoprivredno - prehrambenih proizvoda. U zadnjem dijelu rada napravio sam istraživanje na uzorku od 78 ljudi, na temelju toga istraživanja sam htio vidjeti kakvo je shvaćanje izravne prodaje kod ispitanika, koje načine prodaje preferiraju, koje oblike poznaju. Iz istraživanje je vidljivo da veliki broj ispitanika shvaća izravnu prodaju negativno, što je zanimljivo, iz razloga što je to rastući način prodaje, jedini koji je opstao i u vrijeme recesije..Direct selling is used for many years, started to develop already in the Middle Ages until the present time. In modern terms this method of sale is becoming increasingly popular, because consumers want a personal contact with sellers. Frist we have describe the general terms (marketing and direct marketing) in order to facilitate understanding of this concept, we tried to define the direct sales, limitations and advantages, the situation during the recession, and we have provided and example of direct sales, (sales of agricultural products). In the last part , we have done the research on a sample of 78 people on this research we wanted to see what the concept of direct sales by the respondents, who prefer this method of selling, which forms they known. The research has shown that a large number of respondents understood the direct sales as negative, which is interesting, because it is a growing method of selling, the only one who survived in time of recession