COMPETITIVE ADVANTAGES OF PRODUCERS IN THE DAIRY MARKET OF UKRAINE

Abstract

It is established that in the conditions of increasing competition in the market of dairy products and reducing the consumption of these products, manufacturers have to look for ways of increasing their attractiveness of the product offer for consumers using a differentiation strategy. It provides for the provision of products with unique features, the development of brands with specific characteristics, the offer of a wide range of products, the establishment of effective communication with consumers. Based on the collection of primary marketing information found that an important factor in the purchase of dairy products is the commitment of consumers to trademarks. There are presented the results of the study of consumers adherence to different milk brands. It is investigated that in order to increase the capital of trademarks Ukrainian dairy producers are actively using social networks, analyzed their activity in social networks.