THE IMPACT OF MARKETING FACTORS ON CONSUMER CHOICE IN THE BAKERY PRODUCTS MARKET
Abstract
The article examines the impact of marketing factors on consumer choice in the bakery products market in Ukraine. It is argued that under current market conditions marketing tools play an increasingly important role in shaping purchasing decisions and influencing consumer preferences. Based on the results of a questionnaire survey, it has been determined that consumer choice is primarily driven by functional product characteristics such as quality, taste and freshness. At the same time, marketing factors exert a significant influence, as they enhance product perception, contribute to the formation of trust and support customer loyalty. Special attention is given to the role of branding, packaging, marketing communications, sales promotion and point-of-sale organization as key elements of marketing influence. The results indicate that practical and accessible marketing tools, especially location convenience and sales promotion measures, have the greatest effect on consumer decision-making while traditional advertising tools play a less significant role. A GAP analysis was conducted to compare domestic and international practices, which revealed a structural imbalance in the use of marketing factors. In developed markets, marketing instruments act as key drivers of consumer choice, complementing functional characteristics of products. In contrast, in Ukraine their role remains secondary. The study identifies practical directions for improving marketing activities of bakery enterprises, including strengthening brand development, improving packaging as a communication tool, enhancing marketing communications and expanding the use of sales promotion instruments. The findings highlight the need for a more integrated approach to marketing management in the bakery sector. The implementation of these measures will contribute to increasing competitiveness and strengthening market positions of enterprises. The results of the study can be used in the development of marketing strategies and decision-making processes at the enterprise level. The proposed approach provides a basis for further research on optimizing the use of marketing factors in consumer markets.
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