The dissertation on acquisition of a scientific degree of the doctor of economic sciences on a specialty 08.00.04 - economics and management of the enterprises. National University of Water and Environmental Engineering of Ministry of Education and Science of Ukraine, Rivne, 2021.
The dissertation is devoted to the decision of a scientific and applied problem of elaboration of conceptual, theoretical, methodological, methodical base of formation of stakeholders’ behavior in the market of fruit and vegetables in the conditions of its structural and cognitive development.
Summarizes the experience of domestic and foreign scientists on the definition of "value", "rational" and "irrational" behavior; the conceptual bases of goods value formation are substantiated. The author expands the classification features of value and proposes a differentiated mechanism of influence on the goods value formation. The necessity of identification of the logistics influence on the goods value formation, which is realized with the help of the logistics mix, is substantiated. The peculiarities of marketing and logistics factors in the formation of value in the market of vegetables and fruits are revealed.
Author differentiated the competitive influence on the behavior of economic entities (confrontation or cooperation) in the fruit and vegetable market. The influence of rational and irrational behavior on key performance parameters, such as productivity and usefulness, has been identified. The introduction of an additive mechanism for making marketing and logistics decisions that would correspond to the rational choice of the modern consumer is proposed.
The constructive impact of the development of wholesale trade on the situation in the fruit and vegetable market is substantiated. Based on the concept of life cycle, it is established that the market of vegetables and fruits is in a stage of intensive growth and it has a positive effect on price dynamics. Organic products in the structure of the vegetable and fruit market are researched. The influence of the environment on market conditions (weather conditions, global factors) is substantiated. Based on the cluster analysis, six clusters were formed, which have similar features of the price category. The exceptional role of marketing tools in the formation of prospects for the development of the segment of organic products, targeted at producers, wholesalers and retailers with a focus on the coverage of these tools throughout the supply chain of organic products.
Formed rational / irrational consumer behavior in terms of excess and shortage of supply; the experience of Poland in the functioning of the fruit and vegetable market is described. The author substantiates the expediency of applying the theory of life cycle of vegetable and fruit market segments and proposes its implementation with appropriate modification to take into account the potential of expenditure substitution. It is proposed to include the link of wholesale trade in the conditions of long supply chains, which may have a distributive character of the "rich whip effect".
The effect of scale in the market concerning value is formed; strategies of stakeholders’ behavior according to modern trends of healthy food, healthy logistics, etc. are formed. Within the fruit and vegetable market, it is proposed to allocate wholesale markets, direct markets, farmers' markets, and logistics markets. To facilitate the activities of producers in the vegetables and fruits market, it is proposed to use PROD - a modern mobile application for trade of fruits and vegetables.
