Acta Univ. Agric. Silvic. Mendelianae Brun. 2014, 62, 641-650
Published online 2014-10-04

Factors That Influence the Selling of Milk Through Milk Vending Machines

Hana Doležalová1, Kamil Pícha1, Josef Navrátil2, Aneta Bezemková1

1Department of Trade and Tourism, Faculty of Economics, University of South Bohemia in České Budějovice, Studentská 13, 370 05 České Budějovice, Czech Republic
2Department of Biological Disciplines, Faculty of Agriculture, University of South Bohemia in České Budějovice, Studentská 13, 370 05, České Budějovice, Czech Republic

The aim of this paper is to assess the current situation in the sale of milk through vending machines in the context of the previous period of the decline in milk consumption, the transition of the Czech Republic towards the market economy, the transformation of agriculture, the entry into the EU and the concentration in the milk market and to define the basic motivational factors and barriers of the development of this distribution path. Technical problems with sales, intent to diversify milk selling and aiming the high profitability of the sale are the reasons for operating vending machines that are correlated with the share of this selling channel on producers' total sales of milk. Vending machines are inhibited by misinformation from state authorities; other problems are weak support by media and low consumer awareness. The expectations of the operators concerning the development of the situation of the milk vending machines are rather optimistic: 36% of them expect an increase in sales, 48% expect the stagnation and only 16% expect the decrease.


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