Комплексный подход к развитию рынка сельскохозяйственной продукции краевого центра – города Перми
Introduction: Now, agriculture is a priority industry sector in the Russian Federation. This is influenced by external factors such as the imposition of a food embargo from some EU countries and the high volatility of the ruble exchange rate. The increase in financing of agriculture is now an all-Russian trend. However, in regional agricultural markets, there are problems with the sale of products produced by local producers.
Purpose: developing measures the marketing policy in the regional agricultural market, based on the identified problems of buyers and local agricultural producers.
Methodology: various quantitative and qualitative methods are used in this paper. Synthesis of these methods involves methodological data triangulation, which increases the reliability and quality of the data. Analysis of normative and legal documents was used to study the position of state power. To study the behavior of consumers, methods such as a semi-formalized survey and a focused interview were used. The study of the behavior of producers of products was carried out through telephone interviews and focused interviews.
Results: Identified problems that prevent the regular purchase of products produced by local agricultural producers, restraining the establishment of selling products by local producers through various distribution channels; measures to support regional producers of agricultural products are proposed.
Conclusions: the research conducted, which was intended to verify the hypothesis that the effective sales policy can be a development driver of the agricultural market of Perm Krai, and the comprehensive approach to the formation of such policy suggests the participation of manufacturers, consumers and the government, has helped identify the problems of distribution of agricultural output in the Perm region and propose initiatives which can help resolve the issue of local farmers’ output distribution. Among the initiatives there are: holding long-term trade fairs on one constant venue located in the city center; support for farmers concerning the production logistics; support for Internet projects engaged in trading farmer production; a change in positioning and promotion of week-end fairs; partial subsidy assistance during certification. These initiatives will eventually allow increasing the competitiveness of the regional agricultural market.