Consumer behavior in the food market: institutional and marketing approaches

The purpose of the article is to reveal the content and factors influencing consumer behavior in the food market using institutional and marketing approaches and develop directions for improving the activities of food market entities. Research methods. Dialectical method of scientific knowledge of processes and phenomena, monographic method (for analyzing and generalizing the theoretical foundations of institutional theory and marketing approach to consumer behavior, graphic method (for displaying consumer types by the level of market resistance, food production structure, consumer index ), sentiment), index method (for determining the consumer sentiment index, current situation and economic expectation), empirical (for determining the types of institutional consumers), abstract-logical (for forming research conclusions). Research results. In the process of studying consumer behavior in the food market, the essence of the institutional and marketing approach is revealed, the development of the food market and its structure are analyzed. It is established that consumers in the food market constantly interact, there is a turnover of resources, and commercial ties between market participants are strengthened or weakened. The main groups of institutional consumers depending on the sphere of activity are identified: agricultural production, food production, distribution and sales markets. It is established that the activities of food market entities are influenced by institutional changes in organizational and legal forms, ownership, competition, technical and technological conditions, and market factors. Scientific novelty. The theoretical provisions of the institutional approach to consumer behavior in the food market were further developed, based on the concept of factors that influence the institutional and marketing environment on the activities of subjects. The institutional approach to determining consumer resistance has been further developed, namely, the unintended and deliberate reasons for the lack of consumption in the market have been identified. Practical significance. It is established that the behavior of consumers is influenced by institutional factors and marketing factors, such as consumer behaviour of the population, factors of formation of competitive advantages for the enterprise, the current marketing concept. The measures necessary to improve the institutional environment of consumers of the food market are proposed. Figs.: 3. Refs.: 20.