The aim of this study is to determine the level of consumption and competitiveness of homemade (agricultural) products from the area of Montenegro and establish thereby an adequate information base for making business and managerial decisions, related to the improvement of production and placement of traditional homemade products from Montenegro. Based on the analysis, the following "key domestic products" were singled out: cheese, clotted cream, honey and brandy. The research was focused on monitoring the demand and the supply of these products, areas of their consumption, criteria of their competitiveness and quality, adequacy of their prices and thus, the measures for improving the production of domestic product were defined.
Key words: Homemade product, agriculture, manufacturing, consumer, consumption, competitiveness.
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