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The aim of the research was to examine and analyze the relationship between social and demographic variables and respondents' opinions on the relationship of managers to the organization and other employees. Also the aim was exploring the relationship employees have with their superiors, as well as respondents' opinions on the possible impact of the "power distance" and "risk and uncertainty avoidance" dimensions on the processes of creating and developing mutual relations. The research was conducted on the territory of the Republic of Serbia in the last quarter of 2020 on a sample of a total of 140 respondents. The methods used for the statistical data processing were descriptive statistics methods and single and multi-factor analysis using the ANOVA. The results of the research indicate that managers in the organizations in which the respondents are employed are more task-oriented than people-oriented and that they do not have a daily exchange with employees. Also, of the total number of respondents in this survey, more than half of respondents believe that it is difficult to develop independent entrepreneurship in the Republic of Serbia, two thirds of respondents worry about safety and duration of employment, and the same percentage believe that most employees in Serbia do not resign from work for the fear of not finding the same or similar job in their profession. Furthermore, the results of this research indicate that the labor market in the Republic of Serbia has qualified human resources that are able to respond to the demands of the modern digital environment. [ABSTRACT FROM AUTHOR]

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The characteristics of a given target market are one of the main factors that need to be considered when selecting media to transmit a promotional message and achieve successful advertising. The authors of this paper will present the effectiveness of direct marketing media for different age groups of consumers in Serbia, with the aim of proposing a promotional-media mix of direct marketing media for consumers in different age categories. The aim of the research is to find out which direct marketing media are the most effective and which media are most suitable to respondents as members of a particular target group depending on their age and in relation to consumer habits. Effectiveness was observed on the basis of the frequency of reading promotional advertisents via direct marketing media in relation to the age of respondents. [ABSTRACT FROM AUTHOR]

Brand management is an effective tool in today's market conditions. In some markets there are numerous brands that can be seen as domestic and foreign. Domestic brands are a broad category and they can represent brands which own domestic products, thus representing brands that are present on some part of the national market, or they may be national brands that are present throughout the entire national market. Successful brand management implies a necessary focus on the appropriate market segment of the consumer and that the brand has an appropriate exchange value (viewed through the functional, emotional and symbolic component of that value). The assumption of seeing what value brands have and what value consumers demand refers to the perception of consumer attitudes about it. This paper examines consumer attitudes by looking at brands through two generic groups (domestic and foreign brands) as well as covering two markets (Croatia and Serbia). Primary research which has been carried out on a sample of 555 consumers (n = 291 in Croatia, n = 264 in Serbia) shows that there are numerous similarities as well as some differences regarding consumer attitudes about domestic and foreign brands. [ABSTRACT FROM AUTHOR]

The paper presents the results of customer satisfaction survey in the auto spare parts industry through the presented analyses conducted in period from 2015 to 2018 on a sample of 3269 professional customers of a company that operates in the region of Balkans: Bosnia and Herzegovina (BIH), Republic North Macedonia (RNM) and Serbia (SRB). The Categorical Regression Analysis (CATREG) was used as a method of predicting the level of customer loyalty by combining variables from the survey-questionnaire with regard to the relationship between the sales staff and the characteristics of the products themselves. The study identifies that for BIH the range of goods, delivery and the price and quality ratio have the greatest impact on customer loyalty, for RNM the assortment of goods, delivery and manner of resolving complaints, while in Serbia the delivery of goods and the resolution of complaints, have the greatest importance in anticipating the level of loyalty of customers. [ABSTRACT FROM AUTHOR]

Copyright of Marketing (0354-3471) is the property of SEMA - Srpsko udruzenje za Marketing i Ekonomski fakultet Beograd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The purpose of this paper is to investigate the effectiveness of sales promotion methods in terms of encouraging consumers to accelerate their purchase, i.e. to conduct impulsive purchases. The analysis of the collected data was performed using two statistical methods: ANOVA and t-test. The survey was conducted with a pool of 376 respondents and the results showed that discounts are the most effective way to improve sales while creating most responses in consumer behaviour, while coupons are the least effective. Due to the obtained results, the paper will have a contribution both for marketers and brand managers, as well as for the future research on this or similar topic. [ABSTRACT FROM AUTHOR]

Research Question: The adoption of Internet media of direct marketing by consumers in the Republic of Serbia as marketing innovations, both in terms of communication between advertisers and consumers as well as contemporary purchasing methods, has been presented in this paper. Motivation: The research in the field of marketing innovations mainly relates to their application by the organizations, and if there is any research on this topic from the perspective of consumers, it is not sufficiently detailed and useful to be of importance for the formulation of marketing strategies in the field of internet marketing. Idea: The methodological approach to studying this topic involves the application of a descriptive-analytical method in order to explain marketing innovations and diffusion of knowledge and technologies in internet marketing. Data: Empirical research has been performed in the period June-July 2017 on the territory of the Republic of Serbia by using the questionnaire survey method. The target group are consumers aged 15 to 64, in order to examine what their habits and preferences regarding the use of the Internet as direct marketing media are, including the frequency of using the Internet as direct marketing media, and especially social networks, for obtaining information on products/services, companies and ordering/purchasing via the Internet. The sample is stratified and it consists of 1,532 respondents. Tools: When processing data and interpreting the results, SPSS was used. Findings: It has been concluded that there is a statistically significant correlation between the consumer's age and the frequency of visiting social networks and following pages that users of these networks like. The number of consumers in Serbia who buy online is increasing from year to year and thus companies need to focus on Internet marketing. Contribution: This paper expands the existing research related to the adoption of Internet media in Serbia, especially focusing on the social networks that were not including in previous researches. The contribution of the conducted research is also in terms of the innovativeness of the consumers in Serbia. [ABSTRACT FROM AUTHOR]

Copyright of Marketing (0354-3471) is the property of SEMA - Srpsko udruzenje za Marketing i Ekonomski fakultet Beograd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)