Conceptual basis for product management of product promotion in the agricultural sector

Abstract

In Russia, there is an annual increase in demand for organic products, which sets new requirements for manufacturers of such products in terms of ensuring orientation towards “green” production in various ways. Currently, the organic food market is one of the fastest growing segments of the food industry worldwide. As part of this study, it was interesting to determine the prospects for the development of organic production in the Russian Federation, for which it was necessary to identify the main target groups of consumers capable and ready to purchase such goods. On the basis of the conducted sociological study and assessment of the level of willingness of consumers to purchase organic products on a permanent basis in the long term, it became possible to identify target groups. In addition, based on the survey, it became possible to identify the motives and values of consumers when purchasing such products, which will obviously be useful for manufacturers of organic goods to promote their products. The work also analyzed trends in the market for organic products, which made it possible to determine the emerging increase in demand for such products, but also identified the need to stimulate the sale of organic products. The result of the study was, firstly, the identified target groups of consumers, their portrait, and secondly, an economic mechanism was drawn up to increase the efficiency of the development of organic production, taking into account the proposed measures to promote goods in the agro-industrial complex.