Factors of the marketing macro system effecting children’s food production

Economic Annals-ХХI: Volume 170, Issue 3-4, Pages: 49-56

Citation information:
Dunn, J., Brunner, T., Legeza, D., Konovalenko, A., Demchuk, O. (2018). Factors of the marketing macro system effecting children’s food production. Economic Annals-XXI, 170(3-4), 49-56. doi: https://doi.org/10.21003/ea.V170-09

James Dunn
PhD (Economics),
Professor of Agricultural Economics,
Pennsylvania State University
203 Armsby Building, University Park, PA 16802, USA

Thomas Brunner
PhD (Economics),
Professor of Consumer Behavior,
Bern University of Applied Sciences
85 Länggasse, Zollikofen, CH-3052, Switzerland
ORCID ID: https://orcid.org/0000-0002-6770-6548

Darya Legeza
D.Sc. (Economics),
Associate Professor,
Tavria State Agrotechnological University
18 Bohdan Khmelnitsky Ave., Melitopol, 72312, Ukraine
ORCID ID: https://orcid.org/0000-0003-4545-0366

Anastasia Konovalenko
PhD (Economics),
Senior Lecturer,
Tavria State Agrotechnological University
18 Bohdan Khmelnitsky Ave., Melitopol, 72312, Ukraine
ORCID ID: https://orcid.org/0000-0001-9061-5989

Olena Demchuk
PhD (Economics),
Associate Professor,
Tavria State Agrotechnological University
18 Bohdan Khmelnitsky Ave., Melitopol, 72312, Ukraine
ORCID ID: https://orcid.org/0000-0002-9587-3562

Factors of the marketing macro system effecting children’s food production

Abstract. The article reveals unsettled reasons of changing in the children’s food market. Various political, economic, demographic, sociological, natural, and technological forces are extensively used in the paper to examine the external influence on the market. The aim of the research is a consequent evaluation of children’s food production factors on the macro level of the vegetable market. The novelty of the study explains the research methodology which is based on a factor analysis of a marketing system influence on the macro level. The study presents a quantitative expert evaluation of the main factors in the vegetable market. We use the total integer indicator to study a degree of influence both in complex and separately. An improved methodology is outlined in three sections. The first section gives an overview of marketing forces at the macro level. The second section examines the most significant negative and positive factors in the complex. Finally, our propositions for market development are drawn in the final section. It is suggested that economic, demographic and socio-geographic factors affect mostly at the macro level. Calculation of total threats and opportunities in factor groups proves a negative tendency in the development of enterprises which offer vegetable products for children. Based on the factors grouping results, the authors propose further alternative strategies for marketing development in vegetable enterprises such as Internet purchasing and upgraded food canal chain management.

Keywords: Marketing Macro System; Marketing Factors; Vegetables Producers; Children’s Food; A Total Integer Indicator

JEL Classification: L16; Q13; M 21; M31

Acknowledgements: The article is related to Ukrainian State scientific and technical program No. 0116U002738, dealing with «Marketing strategy development of agrarian enterprises».

DOI: https://doi.org/10.21003/ea.V170-09


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Received 2.06.2018