The shopping service of the store plays an important role in shaping the opinions of customers in a store. Endless progress has been made on quality management of consumer services confirmed through numerous methods and standards that are based on consumers. A typical consumer receives a large amount of information in the shopping process. In the process of perception of this information, consumer must not only find necessary data, but also process, analyze, and evaluate this date, and weigh the pros and cons, relate it to his own needs, and at the end, make a decision: to buy or not to buy a certain product. All these reflect on consumer’s fatigue, stress, and other negative fallings obtained during any shopping. In this case, the buyer can make the wrong choice and the quality of his decisions would deteriorate. Therefore, investigation influence of store type on the emotional state of consumers in the urban purchase provides significant reserve for marketing development in this sphere. Research provides explanation of emotional fatigue on the type of stores. The regression models describing the shift in emotional state of the buyer in purchase process of different type of shops were obtained. Research was conducted in the residential area of Kharkiv, Ukraine. The presented model shows the average value of the indicator of the emotional system of buyers after shopping, which can be used to determine the likelihood of shopping on the basis of emotional fatigue.

The article brings focus to the subject of ensuring the financial capacity of Ukraine as an important prerequisite for further transformations of the national economy. The modern problems of making state economic policy in the conditions of corporatocracy are covered. The disadvantages of implementing the state economic policy under the influence of corporatocracy, as a new type of government which expresses the interests of transnational corporations, are considered. Indicators are determined to assess the spread of corporatocracy in Ukraine, when assessing the system of indicators of economic relations between residents and non-residents in the study of the interdependence of the monetary base and international reserves. The implications of currency board for the financial capacity of the state are analyzed. Proposals for improvement of the domestic financial and credit system have been elaborated. The study used the following methodological tools: historical, logical, analysis, tabular, graphical, and comparative methods; abstraction and concretization; generalization.

The transition to organic farming is a matter of time given the deteriorating environmental situation in the world. At present, Ukraine is one of the most powerful producers and exporters of agricultural products in the world, and the reorientation to organic agricultural production will strengthen and consolidate its position in the world market. Today, Ukrainian farmers specialize mainly in the production of organic crop products: wheat, barley, sunflower, corn for grain, etc., because the cultivation of arable crops is less expensive. Organic farming currently accounts for about 1% of agricultural land, which, however, puts Ukraine in seventh place in the world ranking of producers of organic cereals. The regions with the highest concentration of certified lands and certified operators are Kherson, Kyiv, Odesa, Cherkasy and Zaporizhia regions. Organic farming is a promising area of investment; its development is also facilitated by joint projects of domestic producers with foreign companies. Currently, Ukraine ranks second in the ranking of countries exporting organic products to the European Union, supplying the European market with about 80 categories of goods, including value-added agro-industrial products, whose presence on the world market expands prospects for increasing production. A review of analytical data showed that the share of organic products sold in the domestic market in 2019 was only 1.54%, which is primarily due to the low solvency of the population. However, there is a gradual expansion of the domestic market for organic products. One of the problems hindering the introduction of organic technologies in production is the limited working capital of farmers, because ensuring the environmental friendliness of production requires the introduction of additional operations and strict compliance with agronomic requirements. The interest of foreign companies in large batches makes it impossible to directly supply products from small enterprises. Therefore, we consider the creation of cluster formations to be a promising direction. Key words: organic production, organic technologies, organic agriculture, grain, holding, cluster.

The article provides the substantiation of strategic guidelines for the formation of rational sizes of agrarian enterprises of dairy direction of specialization in the context of the increase of economic efficiency of their activity. There are denoted the main elements of conceptual and categorical apparatus of research of the size, scale, specialization and concentration of production in agrarian enterprises. It is determined, that the size of the agrarian enterprise of the dairy direction is a complex characteristic of its productive potential, which reflects by means of the system of parameters of the land tenure area and the number of the agricultural animals the possibilities of the enterprise to achieve certain results of milk production and its intensification at the preservation of the spatial characteristics of the enterprise. There have been studied the peculiarities of formation and functioning of the organizational-economic mechanism of managing the size of agrarian enterprises of the dairy direction. There has been grounded the methodical approach to changing the size of agrarian milk producing enterprises. There has been estimated the dynamics of levels of specialization, concentration and economic efficiency of milk production and sale in agrarian enterprises. There have been revealed the tendencies of attracting the instruments of rationalization of the production structure and the sizes of the milk producing enterprises. It substantiates the directions of development of economic potential of agrarian enterprises of dairy specialization. There have been defined the peculiarities and limits of the usage of integration instruments of rationalization of the size of agrarian milk producing enterprises. It determines the strategic guidelines for stabilization of the dairy cattle breeding sector in the present conditions and identifies the exclusive importance of the field fodder production as a catalyst for the sector development. It has been established that the key strategic guidelines for the development of dairy cattle breeding in agrarian enterprises should be the prevention of land degradation in the use of agricultural holdings, multinational companies and large land users with the introduction of appropriate regulatory measures; observance of food security of the country by balancing domestic production by stimulating Russian cattle breeding; development of export potential and reduction of import dependence of the domestic market. Keywords: dairy farming, field fodder production, specialization, concentration, strategic management, mechanism.

The article is devoted to the consideration of the problems of managing the promotion of organic products in the domestic and foreign markets. On the market of European countries, a high and stable demand for organic, ecologically safe food products has formed, while the formation of the domestic market for organic products is somewhat inhibited due to several reasons the low purchasing power of the population and the insufficient level of awareness of domestic consumers about the benefits of products produced by organic technology. At the same time, the structure of organic products presented on the domestic and foreign markets differs significantly: domestic consumers can purchase processed products and finished products, while mainly raw materials produced using organic technology are exported. These factors should be considered in the process of managing the promotion of organic products to form an appropriate marketing and logistics toolkit capable of ensuring the greatest efficiency of producers and traders. Creating a logo that would allow the consumer to identify a specific product from among a few others is important for the formation of a sustainable demand for an organic product. The implementation of a successful marketing policy in the process of promoting such an ecological product should be based on detailed information from the production unit regarding its quality parameters. Features of the implementation of logistics functions in the process of promotion of ecologically safe products are due to the features of organic production and the need to deliver products of appropriate quality to consumers. The domestic market is currently dominated by direct sales. The effective export activity requires the formation of acceptable batches, which often prompts direct domestic producers to transfer sales functions to third-party organizations or traders who can consolidate commodity batches from small producers. Specialized logistics companies also usually have more experience and the infrastructure needed to transport organic products smoothly. The cooperation of domestic producers of organic products can become a tool capable of ensuring effective marketing activities of direct producers without the involvement of third-party organizations. Keywords: organic products, promotion management, sales channels, logistics, sales.