IMPLEMENTATION OF MARKETING MECHANISMS TO IMPROVE THE EFFICIENCY OF AGRICULTURAL PRODUCT DISTRIBUTION

Abstract

The article is devoted to a comprehensive study of the theoretical, methodological, and practical  aspects of developing effective distribution channels for agricultural products. The work substantiates the strategic importance of the rational construction of logistics and sales chains in a modern, unstable market environment characterized by increased competition and rising transaction costs. Attention is paid to the specifics of the agricultural sector, in particular, the influence of natural and climatic factors and seasonality of production on the processes of goods movement. The author established a direct relationship between seasonal fluctuations in production volumes and the dynamics of average product prices over the year. It has been proven that the use of storage, cooling, and specialized logistics capacities is a key tool for stabilizing agricultural producers’ incomes, allowing them to mitigate the negative impact of price volatility. The study argues that implementing integrated marketing and logistics management concepts when choosing sales channels contributes to cost optimization, greater control over the movement of goods, and expanded market coverage. The author proposes a systematization of factors influencing the formation of distribution channels in agribusiness, grouped into economic, logistical, market, institutional, marketing, technological, and natural-climatic categories. It is determined that the efficiency of the distribution system critically depends on the coordination of actions between producers and intermediaries, as well as on the level of development of market infrastructure. It is established that the limited shelf life of many agricultural products necessitates the development of flexible distribution channels and the adoption of adaptive marketing strategies. The practical significance of the results obtained is that they substantiate the need to intensify marketing management of distribution as a fundamental prerequisite for the sustainable development of the agricultural industry and for strengthening the positions of domestic enterprises in domestic and global food markets.