Application of marketing tools in agricultural land market

Abstract

Goal – the issues of development of agricultural land market are considered, since this specific type of operation with land plots requires the use of marketing tools that are more adapted to modern conditions. Methods – during the research, comparative method was used, on the basis of which the state of agricultural land was analyzed using the example of the Akmola region; statistical – based on the use of statistical data on supply and demand for land for agriculture. Results – it was determined that formation and expansion of the land market is one of the most important directions of land policy in Kazakhstan. It has been revealed that land resources occupy a special place in the system of socio-economic categories. An analysis of agricultural lands was carried out, which is associated with their special significance as the most important production potential in agricultural sector. Marketing concepts– as one of the ways to develop land market are shown. It is substantiated that the main type of payment for land is currently rent, since the bulk of agricultural land (98%) is leased. Conclusions – the main provisions obtained during the study can be used as information and analytical material for developing a methodology for calculating rental payments by determining criteria for improving the consumer properties of agricultural land. The pricing process requires new approaches, in particular, the existing methodology for calculating rent on agricultural land is outdated and needs to be improved, which will help stabilize and expand the volume of agricultural production, increase the intensity and efficiency of management.