CONSUMER BEHAVIOR RESEARCH IN THE DOMESTIC ORGANIC PRODUCTS MARKET
Main Article Content
Abstract
Introduction. Consumers around the world are increasingly interested in how organic food is produced, how to improve their diet so that it is healthy, and how to reduce the impact of intensive agricultural production on the environment. At the present stage of development, organic agriculture has fully proven its ability not only to ensure sufficient production of environmentally friendly products, but also to promote the restoration and conservation of natural resources.
Purpose. The purpose of the scientific article is to define the main characteristics of consumer behavior of organic products based on the results of marketing research; assessment of the reasons for the change in consumer loyalty to domestic organic products; formation of recommendations for the promotion of organics in Ukraine.
Results. The relevance of this problem necessitated a marketing research by compiling questionnaires and conducting a survey among organic consumers in the Kiev region. The sample was 276 respondents. This study led to the conclusion that the level of consumer awareness of the features of labeling of organic products remains low, despite the popularization of a healthy lifestyle and nutrition in modern society. As a result of the analysis, it was found that currently organic production in the region is promising, given the growing interest from consumers. However, the key problems in the development of the market for organic products remain: a low level of awareness of target consumers, lack of guarantees of high quality organic food, and their misconception at points of sale. The search for ways to solve these problems determines the prospects for further scientific research.
Originality. In the process of writing a scientific article, the following research methods were used: comparative and abstract-logical analysis - to formulate the theoretical and methodological foundations of the problem of scientific research, to formulate conclusions and prospects for further research; as well as sociological analysis - to conduct a survey, using pre-designed questionnaires on the behavior of consumers of organic agricultural products in the selected region.
Conclusion. As a result of assessing the position of the population of Kyiv region on the situation of production and consumption of organic products in Ukraine, the insufficient level of public awareness and promotion of organic matter was determined. The level of consumer confidence in organic producers also remains low: 47.3% of respondents said they trust, but another 47.3% expressed distrust. Respondents were also willing to pay a higher price for certified organics. The marketing research identified priority types of organic matter: 65.3% of respondents want to buy all organic products, while 9.3% preferred meat and dairy products, 6.7% - fruits, 8% - vegetables, and 1.3% answered that they have their own organics.
It is established that the demand for this product largely depends on the age group of the consumer, his marital status, the presence of children, average monthly income and the level of culture of consumption. A number of measures to increase consumer loyalty are proposed and the main factors influencing the promotion of a healthy lifestyle and consumption of organic matter in Ukraine are identified.
Article Details
The authors published in this journal agree with following conditions:
1. The authors reserve to themselves the right to the authorship of their works and transfer the right of their first publication to the journal on the terms of Creatіve Common Attrіbutіon Lіcense which allows to freely extend to other persons the published work with an obligatory reference to the authors of the original work and its first publication in this journal.
2. The authors have the right to complete independent additional agreements concerning the not exclusive distribution of their work in the form in which it was published in this journal (for example, to place the work in the electronic storehouse of an establishment or to publish as a monograph component), under the condition of the preservation of the reference to the first publication of the work in this journal.
3. The journal’s policy allows and encourage the authors to place their manuscripts into the Internet (for example, in depositories of establishments or on personal web-sites) either before submitting of the manuscript for publication or during its editorial processing as it assists the occurrence of a productive scientific discussion and positively affects the efficiency and dynamics of citing of the published work.
AGREEMENT
ABOUT TRANSMISSION OF COPYRIGHT
I, the author of the article / We, the authors of the manuscript _______________________________________________________________________
in case of its acceptance for publication, we transfer the following rights to the founders and editorial boards of the scientific publication "BULLETIN OF THE CHERKASY BOHDAN KHMELNYTSKY NATIONAL UNIVERSITY. ECONOMIC SCIENCES. SERIES "ECONOMIC SCIENCES":
1. Publication of this article in Ukrainian (English, Russian, Polish) and distribution of its printed version.
2. Dissemination of the electronic version of the article through any electronic means (placing on the official journal web site, in electronic databases, repositories, etc.).
At the same time we reserve the right without consent of the editorial board and the founders:
1. Use the materials of the article in whole or in part for educational purposes.
2. To use the materials of the article in whole or in part for writing your own theses.
3. Use article materials to prepare abstracts, conference reports, and oral presentations.
4. Post electronic copies of the article (including the final electronic version downloaded from the journal's official website) to:
a. personal web-pecypcax of all authors (web sites, web pages, blogs, etc.);
b. web-pecypcax of the institutions where the authors work (including electronic institutional repositories);
with. non-profit, open-source web-pecypcax (such as arXiv.org).
With this agreement, we also certify that the submitted manuscript meets the following criteria:
1. Does not contain calls for violence, incitement of racial or ethnic enmity, which are disturbing, threatening, shameful, libelous, cruel, indecent, vulgar, etc.
2. Does not infringe the copyrights and intellectual property rights of others or organizations; contains all the references to the cited authors and / or publications envisaged by applicable copyright law, as well as the results and facts used in the article by other authors or organizations.
3. It has not been previously published in other publishers and has not been published in other publications.
4. Does not include materials that are not subject to publication in the open press, in accordance with applicable law.
____________________ ___________________
First name, Last name, signature of the author
"___" __________ 20__
References
State service of ukraine on food safety and consumer protection (2019). Law on National Industrial Standards and Services – how to change the rules of operation for manufacturers and the market. Retrieved from: http://www.consumer.gov.ua/News/5177/Zakon_pro_natsionalni_organichni_standarti_i_organiku_-_yak_zminyatsya_pravila_roboti_dlya_virobnikiv_ta_rinku (Accessed: 20.11.2019).
Kamenshchuk B.D. (2017). Features of marketing in the production of organic products. Feed and feed production, (83), 173-180.
Kovalchuk S.V., Zaburmekha E.M. (2017). Marketing digital technologies in the study of consumers of organic products. Marketing and digital technologies, 1 (1), 34–51.
Business.ua (2019). Where is organic moving and does organic agricultural production in Ukraine have a chance to increase. Retrieved from: https://business.ua/blog/9174-kudi-rukhaetsya-ta-chi-mae-shansi-organichne-agrovirobnitstvo-v-ukrajini (Accessed: 20.11.2019).
Mayger.ua (2019). Prospects for the development of the market of organic products of Ukraine. Retrieved from: http://www.mayger.ua/uk/analitika/perspektivi-rozvitku-rinku-organichnih-produktiv-ukrayini (Accessed: 20.11.2019).