In modern conditions, livestock production in the Samara region faces many difficulties. One of the main ones is the insufficient number of young stocks at large agricultural enterprises to ensure the growth of cattle. At the same time, another significant source of young growth — the household economy — is practically not in demand for these purposes. A significant number of cattle in this sector of agricultural production, high productivity allows us to consider personal subsidiary plots as a real alternative to the acquisition of young animals. The purpose of the work is to develop a contracting system for young cattle in private household plots to increase the number of livestock in agricultural enterprises. The proposed option involves the participation of government agencies, which should provide organizational and consulting support in solving integration, veterinary, financial issues. The creation of an integration system for providing agricultural organizations with young stocks of repair at the expense of the resources of private farms will give a new impetus to the development of this sector. Attraction of real state support in private farms, creation of a regional integrated structure based on the State Unitary Enterprise “Veles” will stimulate the development of this sector. The region is interested in increasing production in the dairy industry, as it provides less than 50% of its own demand for this type of agricultural product. In addition (at least in the early years of the system), the implementation of the proposed measures will allow more efficient use of budget funds, achieving a synergistic effect by reducing the actual purchase price of repair young animals by agricultural producers.

This article describes the results of marketing research using conjoint analysis that was conducted to establish the preferences of contraceptives among women of reproductive age in Ukraine to further use the results for effective marketing decisions making in the pharmaceutical industry. It was established that the women`s choice differs significantly depending on their main socioeconomic characteristics: age, income level, and level of education. Priority contraceptives from hormonal, non-hormonal contraceptives, as well as contraceptive medical devices for different age groups of women, was identified. Alfred Marshall’s main economic law was confirmed and the existence of price elasticity according to preferences was established. The results obtained on women’s preferences for certain types of contraceptives will improve the level of compliance, women’s pharmaceutical safety and promote a balance between women’s needs and the capabilities of the contraception supply system.

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The work aim is to study the degree of awareness of female consumers about the range of contraceptives and their use, as well as the process of providing contraceptives with the subsequent use of the results obtained to improve the contraceptives supply system for the right strategic marketing decision-making. During the study methods of searching, analyzing, generalizing data from information sources, systemic, comparative, marketing analysis, and survey were used. Results. Before the survey, the modern assortment of contraceptives study and an information array of them was formed, which was used to conduct conjoint analysis. At the same time, a survey among female respondents regarding their awareness of contraception issues was conducted. As a result of the survey, 420 questionnaires with full valid answers of women aged 16 to 49 years were collected. Each of the groups covered a 4-year age interval. In addition, 117 refusals of women to participate in the survey were collected. The reasons of refusals were also taken into account in the study for a broader understanding of the functioning problems of a modern contraceptives supply system. Conclusions. It was found that the degree to which women are familiar with the modern arsenal of contraceptives varies depending on their age. Overall, 78% of women are partially familiar with the entire range of contraceptives. The percentage of women who had a deficit of information about the range of contraceptives increases with the transition to older age groups: after the age of 30, every sixth woman in Ukraine does not know about the existence of some types of contraception. Among women who were familiar with the entire range, the age group of 25-29 years prevails, which is associated with active family planning processes in this age range - 6.42%. Women's views on the process of providing contraceptives and men's role in this process were analyzed. Thus, of the total number of respondents, 117 (21.78%) women refused to take part in the survey, explaining their refusal by their lack of interest in this topic, ignoring the use of contraceptives, or by their shyness. This "taboo" of the topic is closely related to the problems of sex education, problems of motivation and involvement of medical representatives in the dissemination of information about contraceptives and their importance in the process of family planning. In addition, 69% of women prefer to coordinate the choice of contraceptives with their husbands, and only 20% of female consumers, believe that the process of preventing or planning a pregnancy is personally a woman's business. The results of the survey prove the need to intensify health education work to improve the level of education of women and men on contraception, as well as expanding the boundaries of access to contraceptives for the target consumer. Keywords: contraception; consumers; pharmaceutical support

The purpose of the academic paper is to study the fundamentals of developing students’ cognitive abilities in European universities. The methodology included a subject study to describe the fundamentals of developing students’ cognitive abilities based on analyzing secondary data and materials of the European Commission, the analysis of the cases of European universities’ two alliances: The 4EU+ European University Alliance (2023a) and The Arqus European University Alliance (2023a). The results indicate the development of quality inclusive education in the EU based on common human values and a partnership approach to cooperation between institutions and communities.