"INTERNATIONAL·SCIENTIFIC-·PRACTICAL·JOURNAL·COMMODITIES·AND·MARKETS"

Technology of smoothies based on dairy raw materials

2024-03-11T11:33:13+00:00

It has been determined that one of the priority directions of food science development is the development of innovative technologies for health products, which is due to the increased perception of the concept of a healthy lifestyle among the countryʼs population. A model of the process of obtaining low-lactose yogurt based on milk whey is proposed, which can be used as an independent product, in particular in the diets of people with lactase deficiency, and as a basis for the production of beverages. The technology of a smoothie based on low-lactose yogurt is presented, its nutritional value and organoleptic properties are analyzed. Microbiological indicators were studied, which testify to the quality and safety of the developed product.

Personalization as a loyalty strategy in electronic commerce

2024-03-11T08:04:09+00:00

A comprehensive study of the impact of personalization strategies on customer loyalty in e-commerce was conducted. E-commerce has become an important segment of business and it is important to understand how personalization can influence customer behavior and loyalty. Different aspects of personalization are analyzed, including personalized recommendations, personalized offers and adaptive web design. Competition in e-commerce is increasing, and companies are looking for ways to differentiate themselves and attract and retain customers. It is hypothesized that the higher the level of personalization, the more customers become brand loyal. The methodology includes a mixed approach, combining quantitative data from surveys and qualitative analysis of interviews. The obtained results confirm that companies that successfully implement personalization observe a growth in customer loyalty.

Digital marketing of brands in social media

2024-03-11T08:36:49+00:00

The formation of the digital environment and the possibilities of virtual space have led to an increase in the number of online users in the world and simplified communication between people in all areas of social production and consumption. The technological opportunity for this was provided by social media, including social networks. Transferring some of the brandʼs business processes related to marketing, communications, and sales to social media saves time and resources. And the formation of a loyal audience and its increase, provided that the brandʼs marketing communications are properly built, ensures the improvement of its image, business reputation, and an increase in the financial results in the long term. The purpose of the article is to substantiate the tools of digital marketing of brands in social media and provide practical recommendations for brand promotion to ensure their cyclical success in social networks in the long term. General scientific and special methods are used: analysis and synthesis, system-structural analysis, comparison, systemic, statistical, graphical, and logical generalization of results. To interact with people in social networks, brands are recommended to use the following methods: communities of interest, following opinion leaders, targeting. The statistics and trends of social networks presented in the article testify to the continuous growth of their popularity in the world and in Ukraine. To achieve long-term success in social networks, brands should follow a cyclical approach, which is ensured by systematic work in four areas: social listening, social influence, establishing useful contacts and social selling. The effectiveness of the recommended cycle of brand success in social networks is ensured by systematic planning and implementation of marketing activities in their interconnection in the presented areas. This will ensure, due to the synergy effect, the improvement of the brand image, the increase of the target audience and its loyalty, the realization of goals and the solution of business and digital marketing tasks.

Development of e-commerce in industrial agriculture

2024-03-11T09:04:32+00:00

The introduction of e-commerce in the Ukraineʼs agricultural sector is a transformative opportunity due to the sectorʼs significant contribution to the countryʼs GDP and employment. The purpose of the study is to identify the impact of e-commerce on the Ukraineʼs agricultural industry, focusing on adoption, market accessibility, transparency, challenges, and the role of government support. The methodology combines qualitative and quantitative research, including literature review, surveys, interviews, and data analysis. The agricultural sector, which includes grains, oilseeds and livestock, faces challenges such as outdated infrastructure and market inefficiencies. E-commerce provides a solution to market access limitations, price transparency issues, and supply chain inefficiencies. Agri-platforms play a crucial role, providing a digital ecosystem for farmers, agribusiness and stakeholders, enhancing collaboration, digital transformation, data exchange, and market access. The research results show a notable increase in the e-commerce adoption, with agri-platforms such as AgroMarket and AgroExpert playing a key role. Advantages include increased market access, improved efficiency, transparency, streamlined procurement, and market diversification. Among the challenges there are digital literacy, resistance to change, logistical difficulties, and the need for secure digital payments. The study emphasizes the role of blockchain and the Internet of Things (IoT) in enhancing transparency, traceability, and efficiency in agribusiness. The proposed model points to supply chain integration, mobile access, digital payments, electronic markets, training, data analytics, standardization, and environmental sustainability as key factors for effective e-commerce implementation. Agriplatforms, supported by blockchain and IoT technologies, contribute to the sectorʼs competitiveness. Government support and international initiatives are crucial for creating an enabling regulatory environment, increasing digital literacy, and ensuring financial assistance. The future promises improved stability and resilience of the Ukraineʼs agricultural sector thanks to optimized supply chains and improved market access through e-commerce.

Internet auctions of ancient silver coins

2024-03-11T09:12:27+00:00

Internet auctions present a wide range of all types of jewelry, and despite the difficult conditions on the Ukrainian market, maintain a positive trend of development. The services of internet auctions of antiques are now used by numerous groups of the population. There is a need to further improve methods of data analysis on the operation of modern internet auctions, to define a list of necessary objective parameters for their evaluation for use by researchers and active bidders. The purpose of the article is to calculate the indicators for assessing the permanent state of the Internet auctions of antiques using the example of the sale of ancient silver coins.To achieve this goal, a working database of value indicators for silver coins presented for sale at the Violity auction, consisting of 203 samples, was created. After organizing the base of initial information, the analysis of the revealed regularities of the distribution of value indicators for silver coins was carried out and the indicators characterizing the feasibility of sale and the level of liquidity were calculated. Algorithms are thus described for calculating liquidity indices, the fall-rise of the market capitalization level, the expected multiplicity of the increase in the price of the product, as well as some others that are necessary for assessing the permanent state of operation of internet auctions of antiques. The calculation of indicators makes it possible to visualize existing market trends and have relevant objective data for verification of the results of expert works with cultural values.

Exploring the sparkling wine market in Ukraine

2024-03-11T09:51:32+00:00

The sparkling wine market is a dynamic segment of the global wine industry which is developing at a significant pace. Producers are diversifying their offerings to satisfy the needs of a wide range of consumers. Sparkling wine is the favourite for post-pandemic consumption across all categories. In 2022, the sparkling wine market reached a valuation of USD 54.9 billion and is projected to grow at a Compound Annual Growth Rate (CAGR) of 4.7% from 2023 to 2032. Different types of sparkling wines were gaining popularity, including champagne, prosecco, cava and others, thanks to which participants in the wine distribution chain can expand the assortment of their portfolios according to demand and supply, taking into account the factors that affect the development of the market. Sparkling wines have gained a significant popularity on a global scale over the past two decades. Currently, the global output is approximately 2.5 billion bottles, accounting for nearly 8% of the total wine production worldwide, which reaches 35 billion bottles. The Ukrainian market accounts for nearly 2% of the volume of the Eastern European sparkling wine market, so it developed at a significant pace in Ukraine, even without taking into account the negative factors of influence, such as the war, that became a challenge for all types of Ukrainian businesses, and the most significant drop in the wine market was in the sparkling wine segment, but as early as 2023, stabilization and confident growth in sales volumes had taken place. The purpose of the article is to determine the specifics of the development of the sparkling wine market in Ukraine and the world, the factors influencing this development as well as the analysis of the dynamics of key indicators of the sparkling wine market in Ukraine, including sales volumes from major players (producers and wholesalers), the dynamics of imports. External and internal factors affecting the sparkling wine market are given. During this study, fundamental scientific methodologies were used, including analysis, synthesis, comparison, selection, generalization, and systematic organization of information. In the dynamic sparkling wine market, the study of its system opens up wide research opportunities, taking into account the change in consumer preferences, technological progress.

The hair care market in Ukraine

2024-03-11T10:25:20+00:00

The results of the study of the dynamics of production and consumption of hair care products (HCP) in Ukraine are presented; data on the range and classification of their various types are systematized. The dynamics of the volumes of export-import operations of HCP; prospects for the development of domestic and foreign manufacturers of HCP, which are sold on the Ukrainian market are characterized. General scientific methods are used: information collection, its analytical processing and theoretical generalization; statistical methods – for quantitative assessment of the volume of production and consumption of hair care products; graphic – to illustrate the dynamics of the studied indicators. It has been established that in the near future Ukraine will maintain a trend of gradual, albeit insignificant, increase in the volume of production and sale of HCP. Import volumes of this products will also increase. Recently, the range of HCP in Ukraine is gradually expanding. At the same time, an urgent task for Ukrainian manufacturers is the further development of the range of products. Thanks to the release of new types of this product, domestic enterprises will have the opportunity to compete with similar products of imported production. A promising direction for expanding the range of HCP is the production of organic products, as well as products without parabens and SLS.

Nutritional and biological value of low-lactose yogurt based on buttermilk

2024-03-11T11:20:36+00:00

The analysis of the international and domestic dairy product markets indicates the relevance of developing innovative technologies for low-lactose fermented milk drinks based on secondary dairy raw materials, in order to expand the range of products for people with partial or complete lactose intolerance. The technology of low-lactose yogurt based on buttermilk is presented, its nutritional and biological value is analysed. It was determined that the developed drink exceeds the control sample in terms of the content of most nutrients: protein substances by 2.3 times, calcium by 3.3%, magnesium by 20%, vitamin E (tocopherol) by 14.8 times. The increase in the content of essential and replaceable amino acids by 3.4 and 3.1 times, respectively, has been proven. It was determined that the calculated rate of essential amino acids exceeds the recommended FAO/WHO indicator, the digestibility of proteins of the developed fermented milk drink exceeds the control – all this indicates the high biological value of low-lactose yogurt based on buttermilk.