МАРКЕТИНГОВИЙ СКЛАДНИК РОЗВИТКУ РИНКУ ОРГАНІЧНИХ ХАРЧОВИХ ПРОДУКТІВ
Marketing component of the development of the organic food market

Summary/Abstract: Purpose. The purpose of the study is to identify the tools of the marketing component of the development of the organic food market and to determine its impact on the formation of consumer loyalty to the organic sector of the economy. Results. The article considers trends and tools for the development of organic production. The principles that include marketing components to ensure an effective assessment of the competitiveness of the logistics system of organic products are defined. The foreign practice of the development of the market of organic products was studied, in particular on the basis of marketing. The strategic vectors of the development of the domestic market of organic products in Ukraine at the economic level have been determined. An analysis of the most successful and well-known organic brands of domestic producers was carried out, in particular, export markets and products were presented, and the main marketing tools were determined. An effective combination of elements of the marketing complex has been formed to achieve the strategic goals of the organization by meeting the needs of consumers. The types of consumers on the organic market, their main characteristics and main methods of influence were defined. Marketing strategies for strengthening the market positions of enterprises and increasing their economic efficiency were proposed. Scientific novelty. The generalization and improvement of tools for the development of organic production was further developed, elements of the marketing complex according to the “7P” concept were proposed to ensure the development of the organic market. Practical value. Methods of influencing the retail sale of organic products by type of consumers are proposed to solve the problem of consumer awareness and the formation of loyalty to the organic sector. The use of the proposed marketing strategies will contribute to strengthening the market positions of market subjects and increasing their economic efficiency.

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