MARKETING RESEARCH OF THE MARKET SITUATION OF ORGANIC PRODUCTS IN UKRAINE

Abstract

The article analyzes the state of the market of organic products of Ukraine, in particular the export potential of Ukrainian organic products. Organic products – products of agriculture or food industry, obtained as a result of certified production, at all stages of which natural substances and processes are used to preserve natural resources, protect the environment, restore soil fertility. The use of fertilizers, pesticides, additives, growth stimulants, genetically modified organisms, artificial flavors and dyes is prohibited during production. The use of organic foods that do not contain harmful substances and do not pose a threat to the body is gaining popularity in the world every year. A marketing analysis of the market situation of producers of organic products, which gives a general qualitative description of the market situation and determines the quantitative parameters of its supply and demand. The development of the situation is determined by the influence of economic, political, scientific, technical, climatic, psychological and other reasons. The main structural elements of market research should be research: advertising as an element of marketing communication; business economics, taking into account changes in the economy of developed countries and Ukraine as a whole; corporate responsibility as an element of social values and consumer rights; product as the main tool of competition; formation of sales taking into account market share. In turn, each direction can be specified and, depending on features of activity of the enterprise, to get the specific forms. The main problems that hinder the development of organic production in Ukraine have been identified. The market for organic agricultural products can be extremely attractive to potential investors. The paper identifies the main problems that hinder the development of organic production in Ukraine, which can be extremely attractive to potential investors, as well as substantiates ways to improve the efficiency of the market of organic producers.