METHODOLOGICAL PRINCIPLES OF MARKET SEGMENTATION OF VEGETABLE PRODUCTS USING CLUSTER ANALYSIS IN THE BUSINESS ENVIRONMENT

Abstract

The cluster model of business organization has several advantages. In the presence of a cluster, marketing structures, which are created for the purpose of marketing support for the activities of enterprises taking into account the infrastructure of the vegetable market, are formed. This approach allows small-scale agricultural enterprises to avoid the growth of conditionally fxed costs and to increase performance of activity. At the same time, it's important to understand that clustering enables producers of vegetable products not only to jointly promote their products, but also to form an effective marketing support system for the activities of each enterprise.