MARKETING REVIEW OF THE GREEN CULTURE MARKET

Keywords: vegetable growing, marketing, green crops, microgreens, consumption, innovative development

Abstract

The purpose of gender is to carry out a marketing review of the green crops market in Ukraine, to analyze the sales channels of this type of product, expert import operations, to establish the main problems and to determine the directions of efficiency improvement in the future. Results. The article carried out a marketing review of the green crop market, analyzed expert and import operations and sales channels of this type of product. Ranking and grouping of the main types of vegetable and melon crops in Ukraine in terms of gross production was carried out. The scientific novelty lies in the fact that in order to study the attitude of consumers to green vegetable products, a sociological survey was conducted and an analysis of the main factors influencing the purchase of this type of product was carried out. It was found that when choosing a outlet, factors such as location, service, quality of service in places of purchase of green products, assortment, staff qualifications, etc. have a big impact on consumer behavior. The advantages and disadvantages of individual green sales channels are analyzed. The advantages include: convenience, territorial proximity, wide range, price flexibility, product quality, its freshness, etc. The disadvantages include: the lack of certificates for products, a narrowed range and unsatisfactory sanitary conditions of retail places. The article identifies the main problems and identifies priority directions for the development of the green crops market for the future. Conclusions. A marketing review of the green crops market showed that this segment of the vegetable market is still in its in embryotic state. The study of consumer preferences of green vegetable products made it possible to establish that the most important factors influencing the purchase of greens include the following: quality, price, manufacturers, packaging, etc. The full formation and functioning of the green vegetable market is hampered by the lack of a marketing component in the exchange system and requires radical transformations. In addition, it is necessary to change approaches in the minds of citizens regarding the style of nutrition through information and educational work and the orientation of Ukrainians to the consumption of green vegetable crops and microgreen as an inexhaustect source of phytonutrients and antioxidants, especially in the face of pandemic threats. In addition, the further development of the greenery market in Ukraine should be directed along the way of organizing highintensity production based on the introduction of modern technologies, new high-performance varieties and hybrids. At the same time, in the future, it is necessary to technically re-equipment the vegetable industry, develop information support systems, create marketing services and further develop market infrastructure.

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Published
2022-02-08
How to Cite
Terokhina, L., Rud, V., Mozgovskiy, O., Ilyinova, Y., Leus, L., & Sidora, V. (2022). MARKETING REVIEW OF THE GREEN CULTURE MARKET. Vegetable and Melon Growing, (70), 111-124. https://doi.org/10.32717/0131-0062-2021-70-111-124

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