Challenges of introducing intelligent packaging to the retail market of AP Vojvodina

Abstract

The aim of this paper is to analyse the readiness of retailers in the AP Vojvodina market to adopt the concept
of intelligent packaging. The importance and role of intelligent packaging as an integral part of the final product
are highlighted in the theoretical section of the research. The most common benefits and obstacles on the
market are identified. In the empirical section of the paper, the benefits and obstacles that appear when
intelligent packaging is introduced are analysed on the sample of 23 trading companies on the territory of AP
Vojvodina. The results showed significant variations among retailers depending on the size of the company,
sales volume, number of employees and standards adopted. Based on the results obtained, a set of measures
and procedures is proposed that should be implemented to encourage the implementation of intelligent
packaging in the AP Vojvodina market. Suggestions for future research are provided in the paper.