Marketing approach in the study of land market attractiveness in ukraine

The article proposes to use a marketing approach to study the attractiveness of the land market in Ukraine. Land acts as a commodity, and therefore it has its own qualitative and quantitative characteristics in each region of the country. The refore, there is a need for a differentiated approach to the formation of prices for it. At the same time, it should be taken into account that land is a specific product that has a high value for the buyer, and therefore one of the tasks of marketing is to form a long-term strategy for its pricing. For this, it is necessary to conduct a deep and comprehensive marketing study of the situation in the land market. The proposed stages of marketing research of the attractiveness of the land market in Ukraine, which are proposed in the article, allow a systematic approach to the formation of the future price marketing strategy. Which one to choose: "removal of the cream", "market penetration strategy" or to create a certain mix of them – it is possible based on the analysis of the results of marketing research. Each of the mentioned strategies has its advantages and disadvantages, can be used only under certain conditions and at a certain time. Conducting planned marketing research allows you to collect qualitative and systematic information, create an information and analytical base, draw conclusions based on which to make a balanced management decision. The effectiveness of a well-thought-out and well-considered marketing research will affect the ability of both the state and a separate territorial community to receive real income from the sale of land plots. This, in turn, will allow to fill the budget and contribute to the socio-economic development of the territory. On the other hand, conducting marketing research on the attractiveness of the land market in Ukraine will make it possible to adjust the proposed strategy in accordance with changing conditions, if necessary. Taking into account the obtained results of the marketing research, it is possible to develop measures aimed at increasing the investment attractiveness of a certain territory, which in turn will influence the formation of the price of land in this territory.