FOOD. Science. Technology. Quality

Food. SCIENCE. Technology. Quality

Food. Science. TECHNOLOGY. Quality

Food. Science. Technology. QUALITY




Durability and packaging of dairy products as factors of marketing efficiency in trade


Distribution of products is one of the four basic elements of marketing mix. Distribution enables availability of products and satisfying of customers according to their quantitative, qualitative and time dependent needs. High effectiveness and low costs of distribution channels are dependent on the specific properties of dairy products, especially their shelf-life and storage conditions. Dairy products could be grouped as short (24 hours up to 1 month and long shelf-life (over 1 month). Above all, the shelf-life is controlled by storage conditions (air temperature and humidity, sunlight). Precise choice of channel distribution type (one of multistage) and physical distribution technique decide about economical effectiveness and efficiency to fulfil consumer needs. On the other hand, packaging of dairy products is important component of marketing strategy at distribution stages.