THE CHARACTERISTICS OF THE DAIRY MARKET OF UKRAINE IN TERMS OF THE MARKETING APPROACH
Journal Title: Вісник Київського національного університету імені Тараса Шевченка. Економіка. - Year 2014, Vol 8, Issue 161
Abstract
The dairy industry is one of the leading industries in the structure of the economy of Ukraine. Milk as one of the basic food is an important part of a healthy diet and the priority items in the consumer basket. In Ukraine the cost of purchasing these goods account for about 17 % of food spending. The consumption and production of milk are at a low level, as compared with the established national standards and compared to other countries. In view of this it can be argued that the dairy market is quite attractive and promising for dairy enterprises. Now in Ukraine there are about 350 milk processing enterprises, 80 of which made up 90 % of dairy products. Employees with families are a target segment of most dairy enterprises. Great competition exists on coverage of the middle class, so to win this market should actively use marketing techniques and actions. Consumers with high incomes are the most attractive to producers, but still are small in size: the share of these goods in the market is 5–7 %. Given the high level of competition in general, companies try to retain their position in the domestic market, mainly due to wide sales network (58,2 %), the quality of products and competitive prices (57,1 %).
Authors and Affiliations
Anna Masliukivska
Keywords
Related Articles
- EP ID EP404157
- DOI 10.17721/1728-2667.2014/161-8/17
- Views 49
- Downloads 0
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