Seed market marketing considering regional characteristics of agricultural production

Abstract

Abstract. The article examines the specific features of seed marketing and proposes directions for improving marketing campaigns with consideration of regional characteristics. The purpose of the study is to analyze the peculiarities of seed marketing and to substantiate the directions for its development, taking into account regional characteristics of agricultural production and the market environment. The seed market is one of the key segments of the agricultural market, directly affecting crop yields, the competitiveness of agricultural producers, and national food security. Under conditions of economic transformation in Ukraine, deepening European integration processes, business digitalization, and the growing impact of wartime risks, the development of marketing in the seed market becomes particularly relevant. Methods. The methodological framework of the study is based on general scientific and special methods of economic analysis, including inductive and deductive analysis, synthesis, logical generalization, as well as systemic and comparative approaches. The implementation of effective marketing strategies enables seed industry enterprises to adapt to changes in demand, strengthen their market positions, and build long-term relationships with consumers. Results. The features of the marketing mix and distribution of seed material are described. Marketing aspects of seed use in different soil and climatic zones of Ukraine are analyzed, and directions for development in various regions are proposed. In the long term, the adaptation of marketing strategies for promotion and distribution with consideration of regional characteristics can contribute to increased crop yields and consequently, higher profitability of end users, which positively affects customer loyalty. Conclusions in positioning of seed material, it is important to consider the characteristics of climatic zones and soils in order to unlock its maximum potential and achieve the highest possible yields. Localized positioning can help seed producers and distributors develop effective product development strategies for each region. More targeted product selection is an important customer-oriented function that facilitates long-term cooperation between end users and producers or distributors.