APPROACHES TO JUSTIFICATION OF THE MARKETING COMPLEX BASED ON CONSUMER BEHAVIOR

Abstract

Introduction. In modern economic conditions, there is a need to form a positive attitude towards domestic products, convey to the consumer information about the benefits of consuming fresh fruits and berries, provide the population with natural fruits and berries, offer a diverse range of products, as well as the availability of products with added value. Domestic enterprises have every opportunity to meet such requirements, and the use of modern marketing approaches to the sale of products will help to increase their competitiveness both on the domestic and on any foreign market. Purpose. The purpose of the article is to identify the main approaches to justifying the marketing complex based on consumer behavior of domestic enterprises for fruit and berry growing. Methods. The main method of research is the survey of certain segmental groups of the population regarding their attitude towards domestic producers of fruit and vegetable products. Respondents have been asked a communicative question in order to establish contact and draw attention to the main problems associated with the purchase of fruits and berries. Conclusion. In order to stimulate online ordering, it is necessary to coordinate the research on the importance of fruits and vegetables in children diet. Summing up, we can say that today consumers do not have much experience in buying fruits and berries online. However, they pay attention to the information presented on the package, are ready to pay additional money for services, including product delivery, and are looking for ecological, safe natural fruits and berries of a domestic producer. At the same time, the development of Internet technologies and active spending of time in social networks provide an opportunity for enterprises to occupy a free niche of online sales.