In the national economies of many countries, especially developing ones, agriculture represents a significant share of GDP. The relevance of the issue stated in the study is due to the fact that the marketing strategy of agricultural enterprises is the most important element of their management system, which contributes to the sustainable development of agriculture and provision of the population with better quality food products. The need to increase the competitiveness of agricultural enterprises among similar ones also contributes to the development of agricultural technologies for obtaining high quality and environmentally friendly products. The purpose of this study is to investigate the nature of a modern agricultural company’s marketing strategy. The leading method for investigating this issue is the empirical method, namely examining the practice of marketing strategy in agriculture. As a result of the study, it has been established that a marketing strategy in the agricultural sector should make an enterprise stand out from its competitors through non-price methods. This is primarily due to the peculiarity of agricultural products – they are quite homogeneous, standardised and subject to state regulation not only in terms of safety, but also in terms of conformity with their name. It has been revealed that due to current trends in modern society regarding the need for environmentally friendly production and healthy lifestyles, it is desirable to include these elements in an agricultural company’s marketing strategy. Serious work needs to be done to improve the brand image and the image of the producer. These marketing techniques enable an agricultural company to stand out from its competitors and keep prices and demand at the required level. The results of this marketing strategy make it possible to turn a standardised, uniform product from an agricultural producer into an exclusive, special, high-end product

О. Г. Пенькова, д. е. н., доцент, завідувач кафедри маркетингу, Уманський національний університет садівництва А. О. Харенко, к. е. н., доцент, доцент кафедри маркетингу, Уманський національний університет садівництва В. Ф. Невлад, к. е. н., доцент, доцент кафедри маркетингу, Уманський національний університет садівництва РЕКЛАМНІ КОНЦЕПЦІЇ ПРОСУВАННЯ ПРОДУКЦІЇ МОЛОКОПЕРЕРОБНИХ ПІДПРИЄМСТВ ЧЕРКАСЬКОЇ ОБЛАСТІ Peculiarities of advertising concepts of milk processing enterprises in Cherkasy region were demonstrated in the article and the evaluation of the level of their perception by consumers was done. It was determined that all milk processing enterprises of the region have their own advertising concept and systematic character of extension and defining channels of the extension of advertising applications are determined by the extent of activity of certain producers of goods and by location of sales markets with their production, financial possibilities, belonging to corporative joining, purpose and consequently channels of production realization. Using a monographic research method, it was found that the full range of marketing communications and advertising channels is used by only four powerful companies in the region, which products are presented at national or regional markets and bigger part of the assortment is intended for final consumption. It is proved that they have in common brand oriented advertising campaigns for individual product positions, lack of segmentation of the target audience and clear competitive positioning. A study of the impact of advertising on the choice of consumers of dairy products in Uman, Cherkasy region using the survey method showed that for 38.4% of respondents it has no effect and only for 26% it is the main factor in making a purchase decision. The analysis of the level of memorization of advertising of products of powerful dairy enterprises of Cherkasy region revealed that 27.7% of

Purpose. The aim of the article is identification and ranking of factors that determine the attitude of the student segment of consumers to organic food. Research methodology. The article uses general scientific and marketing research methods. In particular, systematic analysis and a comprehensive approach, as well as methods of collecting qualitative data such as focus groups and in-depth interviews, are used to identify the factors that determine the attitude of the student segment of consumers to organic food. Ranking of factors is performed by collecting quantitative data by questionnaires and processing the results by the arithmetic weighted average. Findings. The list of the main factors that potentially influence the attitude of student youth to organic food is determined. Using a questionnaire survey, the strength of the influence of individual factors on the desire to purchase organic food is assessed using a hierarchical rating scale. It is found that the vast majority of respondents determined the price and income level as the most significant factors. Confidence in the “organic” of products is the third most important in the decision to purchase organic food, which is determined by domestic specifics, namely the presence on the market of counterfeit products of unscrupulous producers. It has been established that the factors of concern for one's own health and ecology, which are of paramount importance for consumers in the developed countries of the world, are of secondary importance for the surveyed student youth. It is stated that domestic producers of organic food to successfully promote their products in this market segment need to adjust their own marketing systems. Originality. The main factors that define the attitude to organic food of the student segment of consumers and their hierarchical ranking depending on the strength of influence are determined. Practical value. The identified main factors influencing the formation of students' attitudes to organic food allow domestic producers to adjust the marketing mix for this segment of consumers. Key words: organic food products, student segment of consumers, attitude to organic products, motives of consumer behaviour, hierarchy of factors.

Development and deepening of processing of agricultural products, including grains, improvement of its quality characteristics will contribute to increase of employment in rural areas, satisfaction of internal and external demand, increase of foreign exchange receipts in the state and incomes of producers. The aim of the article is to evaluate the prospects for the development of the market for large products in Ukraine, taking into account trends in changes of supply and demand. The methodological basis of the study: the systematic and dialectical approaches and the use of methods of synthesis and analysis in determining the patterns and features of the market for large products in Ukraine. The article analyzes the dynamics and structure of production of grains, identifies the problems of increasing the supply of their main species. The factors of internal and external demand for national grain and future trends of development of this market have been considered. It has been proved that the production volumes of the main grains depend directly on the availability of raw material supply and its quality, the demand for finished products both in the Ukrainian market and from the side of the importing countries of Ukrainian products, as well as the retrospective profitability of the sale of alternative crops. Expansion of national sales in the national market can be achieved through the comprehensive application of non-tariff restrictions that do not conflict with WTO agreements. The scientific novelty of the research is to systematize the factors of formation of demand and supply of large products and to analyze their impact on the market environment. The practical significance of the research lies in identifying the main areas within which the problems of further development of the large industry are generated, which creates the basis for the development of measures to minimize their negative impact. Keywords: grains, grain production, grains market, processing enterprises, grain production.

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