Abstract

The aim of the article. The aim of the article consists of determination the peculiarities of marketing researches of the regional product market and formation the system approach to marketing research for the regional market of meat and processed meats. The results of the analysis. The author considered theoretical approaches to determination of a sense of marketing research of market and proposed a definition of a concept «marketing research of a regional product market», taking into account its peculiarities. The author proposed the system approach to marketing research of the regional market of meat and processed meats. Especially, an object, a subject, an aim, tasks, directions, procedures, and methodical support are thoroughly considered. Also, the system of principles of marketing research of this market is improved. All this aspects are components of scientific novelty of the done research. Taking into consideration a key role of the market of meat and processed meats and its importance for increase of a food safety level during a current period, research and prognostication of this product market facilitate determination of basic principles on support of an appropriate amount of production of meat and processed meats and saturation of the market with a required amount of products that are of high quality and have an optimal price in attempt to provide all social classes with such products. Since results of such researches are more and more required, development of the system approach to marketing research of the market of meat and processed meats is of great practical importance. Using the methods for rating valuation of regions, each region is given a rank according to a level of an absolute figure. According to results of the research the author determined that only five regions of Ukraine have a considerably higher level of development of the market of meat and processed meats compared to other regions. These regions include AR Crimea, Dnipropetrovska, Donetska, Kyivska, Cherkaska regions. Cherkaska region is an absolute leader for a level of development of the market of meat and processed meats. The researches showed that 44% of Ukrainian regions are characterized by a low level of development of the market of meat and processed meats. Conclusions and directions of further researches. The system approach to marketing research of the regional market of meat and processed meats is developed and substantiated in the article. All components of the approach are thoroughly characterized. The results of research show that there is significant differentiation of conditions and tendencies of development of Ukrainian market of meat and processed meats through three types of regions. This process causes necessity of studying of regional peculiarities and working up of regional target programs of development of this product market. To form regional target program of development of the market of meat and processed meats the state should create more considerable researches of social and economic conditions and indicators of a potential of development of the market of meat and processed meat. Such researches are the direction of further scientific work. The approach enables to do complex marketing research of a modern state and peculiarities of development the market of meat and processed meats of Kharkiv region. 

Keywords: regional product market, marketing researches, system approach, market of meat and processed meats, food production, marketing

JEL Classification: M31, Q13.

Cite as: Afanasieva, O. (2014). The system approach to marketing research of the regional market of meat and processed meats. Marketing and Management of Innovations, 2, 95-106. https://doi.org/10.21272/mmi.2014.2-08

This work is licensed under a Creative Commons Attribution 4.0 International License

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