MARKETING PROBLEMS IN AGRICULTURE: ESPECIALLY IN THE FIELD OF GRAPE FARMING

Abstract

Purpose. The main purpose of the research study is to compare viticulture, one of the leading branches of Azerbaijani agriculture, in the world market and to develop this field by eliminating the marketing problems that arise during the analysis. Need for the study. The concept of marketing in agriculture includes all the activities in the process of preparation, standardization, storage, delivery to the market and finally delivery of the agricultural product, starting from the quantity and quality of the product to be produced by the producer. Recent times, the growing demand for food due to population growth has led to an increase in the demand for agricultural products. What needs to be done at this point is that agricultural producers can influence market demand with proper marketing efforts. Because the awareness of consumption of natural agricultural products affects the choice of products and purchasing behavior of consumers, and the reason for this is the presence of chemical substitutes for agricultural products in many countries. Methodology. The data required for the article were collected by survey method. Then, the statistical relationships of the data collected by the survey method were investigated. Findings. As a result, important problems of marketing of agricultural products were discovered in a number of regions of Azerbaijan. Practical Implications. Advertising factors were seen as the main negative effect during the research. It was recommended that work be done in this direction.