METHODOLOGICAL APPROACHES OF MARKET MONITORING FRUIT - BERRY PRODUCTS

Abstract

Abstract. Setting objectives. The market of fruit and berry products is a complex economic system that develops under the influence of macro and micro environment factors. Analysis of its capacity, assessment of development potential and strategic guidelines depends on the correct approach and choice of analysis methods. Today, there are many methods and techniques that make it possible to obtain quantitative and qualitative indicators. Modern methods of analysis and forecasting are the basis for determining the competitive position of economic entities and other operators. Therefore, the study of methodological approaches to market monitoring of the industry is relevant in conditions of fierce competition.
Objectives of the study: the main objectives of the study are to establish the importance of methodological and methodological approaches to monitoring the market of fruit and berry products; to develop a system of evaluation criteria and methodological approaches to monitoring the market of fruit and berry products in the South of Ukraine; determine what are the main evaluation criteria in monitoring market development, justify the use of general philosophical, general scientific and special methods of analysis and forecasting of market development of the industry; identify the main indicators that affect the development of the market of the industry.
The purpose of the study: The market of fruit and berry products is developing under the influence of micro and macro environmental factors. Some factors have a direct impact on the system, some indirect. Sometimes individual factors do not lead to significant changes in the development of the system, so it is important to analyze them both individually and in combination. The main goal is to choose effective methods of quantitative and qualitative analysis of indicators that affect the development of the market under study. 

Research results. In our opinion, the monitoring of the fruit and berry products market of the South of Ukraine should be carried out based on the object and subject of research, evaluation criteria, methods of analysis, groups of calculated indicators and final results. The first evaluation criterion is the market potential and productivity of market operators. Producer farms need to take into account not only their production, labor, natural potentials, but also to follow market trends, flexibly changing the requirements for the products produced; the range offered; product quality requirements, which are constantly increasing. The development of domestic and foreign markets, increasing the presence of producers in international product markets logically leads to the second criterion of market evaluation - product quality standards. Market approaches to managing economic processes create a competitive environment for producers. Since fruit and berry products are part of the consumer basket, food, its quality is important. It must be improved and lead to environmental and organic production requirements. The third criterion for assessing the development of the market of fruit and berry products is the availability of products and motivation of end users. For consumers, the criterion of product availability is a complex concept of their solvency. The criterion of availability generates a criterion of motivation, ie an increase in the frequency of purchases, their intensity in terms of volume and money spent. Much attention should be paid to the purchasing behavior of rural buyers who have their own farms and their purchasing power is much lower than the demand of urban consumers. General scientific methods in the study of the activities of entities and the development of the market of fruit and berry products give a clear idea of the size of structures, their changes. Among them the most common are the monographic method, economic - statistical methods, normative methods and others.
Methods of economic - mathematical modeling are a manifestation of the economic form of economic problems, and the result of solving this problem depends entirely on the correct choice of factors of influence, determining their characteristics. Thanks to these methods, you can make long-term predictions and thus determine how the factors will behave when interacting in different variations. In our opinion, the main indicators that will characterize the work of market operators are profit and level of profitability, potential market capacity and purchasing power, consumer awareness and awareness.
Conclusions. In general, summarizing the above, the use of methods and techniques in the study of the market of fruit and berry products pursues the following objectives of scientific research: identification of factors that affect the size of the real and potential market of fruit and berry products; assessment of market participants on the importance of participation in the process of production and sale of products; determining the directions of influence (direct or indirect) of farms - producers and consumers on the formation of supply and demand in the market; identification of insignificant factors that do not affect market conditions in the market under study; assessment of the actions of external and internal factors that affect the outcome of the market in the face of its subjects, based on both theoretical conclusions and quantitative calculations; comprehensive assessment of product market development through the quantitative measurement of factors that have a significant impact on the effectiveness of the system.