APPLICATION OF ECONOMETRIC MODELS IN MARKETING RESEARCH

Abstract

The article highlights the specifics and key elements of the methodology for conducting marketing research in the conditions of dynamic changes in the market environment, increasing competition, reducing the consumption of goods, drastic changes in export logistics, etc. A diagnostic analysis of the dairy market of Ukraine was carried out. It has been established that milk and dairy products are key factors in guaranteeing food security of Ukraine and the world, therefore communities and states should increase the purchase of domestic dairy products; Ukrainian dairy farms need support from the state, non-state institutions and the international community; the cost of milk production increases due to various factors; milk prices are rising in line with global trends, the purchasing power of Ukrainians has decreased due to the economic crisis caused by russian aggression, so dairy producers must take into account the reduction in demand when planning their activities; dairy enterprises focus on creating additional value and processing their products, modernization of production facilities and transition to international dairy standards will help Ukrainian producers to integrate more quickly in international markets. It has been established that complex tasks force manufacturers and other market participants to increase marketing and advertising costs, which leads to an increase in the cost of products and a decrease in competitiveness. Problems arise in the field of sales of goods and marketing communication in general. The constructed correlation-regression model for diagnosing and forecasting trends in market development provides an opportunity to assess the influence on the increase in the volume of sold dairy products of such marketing indicators as: costs for an advertising company (advertising in: mass media, external and internal, printed; promotional measures; costs for SMM advertising; exhibition activities, etc.); sales promotion (stimulation of consumers, sales intermediaries, own sales staff, etc.) and market share. The model results showed that the dynamics of the increase in the volume of sold dairy products on the market of Ukraine for 2011–2021 has a wave-like character, and on the whole a general positive trend is observed. Since market conditions are constantly changing, the constructed regression model provides an opportunity to diagnose the market situation and assess the prospects for its further development.