Factors of the marketing macro system effecting children’s food production

Dunn, James; Brunner, Thomas; Legeza, Darya; Konovalenko, Anastasia; Demchuk, Olena (2018). Factors of the marketing macro system effecting children’s food production Economic Annals-ХХI, 170(3-4), pp. 49-56. Instytut Transformatsii Suspil'stva 10.21003/ea.V170-09

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The article reveals unsettled reasons of changing in the children’s food market. Various political, economic, demographic, sociological, natural, and technological forces are extensively used in the paper to examine the external influence on the market. The aim of the research is a consequent evaluation of children’s food production factors on the macro level of the vegetable market. The novelty of the study explains the research methodology which is based on a factor analysis of a marketing system influence on the macro level. The study presents a quantitative expert evaluation of the main factors in the vegetable market. We use the total integer indicator to study a degree of influence both in complex and separately. An improved methodology is outlined in three sections. The first section gives an overview of marketing forces at the macro level. The second section examines the most significant negative and positive factors in the complex. Finally, our propositions for market development are drawn in the final section. It is suggested that economic, demographic and socio-geographic factors affect mostly at the macro level. Calculation of total threats and opportunities in factor groups proves a negative tendency in the development of enterprises which offer vegetable products for children. Based on the factors grouping results, the authors propose further alternative strategies for marketing development in vegetable enterprises such as Internet purchasing and upgraded food canal chain management.

Item Type:

Journal Article (Original Article)


School of Agricultural, Forest and Food Sciences HAFL > Consumer-focused Food Production


Dunn, James;
Brunner, Thomas0000-0002-6770-6548;
Legeza, Darya;
Konovalenko, Anastasia and
Demchuk, Olena


H Social Sciences > H Social Sciences (General)




Instytut Transformatsii Suspil'stva




David Zimmer

Date Deposited:

12 Feb 2020 08:27

Last Modified:

18 Dec 2020 13:28

Publisher DOI:


Uncontrolled Keywords:

Marketing Macro System; Marketing Factors; Vegetables Producers; Children’s Food; A Total Integer Indicator





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