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Information × Registration Number 0226U000986, (0124U000458) , R & D reports Title To develop methodical principles of application of differentiated marketing tools in the field of potato growing popup.stage_title Обгрунтування факторів впливу маркетингових інструментів на галузеве середовище (кон'юктури ринку та її тенденцій, споживачів, конкурентів, посередників).. Head Zakharchuk Nataliia Anatoliivna, к.б.н. Registration Date 19-01-2026 Organization Institute of Potato Science, National Academy of Sciences of Ukraine popup.description1 Conducting and improving methodological approaches of marketing research to obtain differentiated objective information on production and market processes in the field of potatoes for various consumer categories, taking into account needs and opportunities, determining both problems and opportunities of a scientific institution to occupy important positions on the competitive market in crisis conditions economy by adapting its knowledge-intensive products to the demand and requirements of consumers (uncertainty, risk measures), the probability of success of marketing activities in connection with transformational changes, the formation of an indicative marketing system in the industry segment. popup.description2 Based on the results of a two-year study, external and internal factors influencing consumer behaviour were identified; the Ukrainian potato market and marketing environment were analysed based on the project practices of ‘Ukrainian Potatoes’; segmented buyers of the NAAS IC, assessed and selected target market segments; created an information base for developing measures to stimulate consumer demand for science-intensive products of the NAAS IC. It has been established that: - The NAAS Potato Institute has its own potato varieties that are in demand on the market and are not inferior to the best foreign analogues; - seed producers are interested in the production and distribution of high-quality seed material of potato varieties according to transparent ‘rules of the game’ with the payment of royalties for the commercial use of breeding developments; - The population, which grows almost 98% of potatoes in Ukraine, needs access to high-quality seed resources, which can be produced in every local community. In 2024-2025, 31 licence and 4 sub-licence agreements were concluded with the Potato Institute of the NAAS (of which 10 licence and 2 sub-licence agreements were concluded in 2025) with business entities of various forms of ownership, for which the licensees paid lump sum payments and royalties. Product Description popup.authors popup.nrat_date 2026-01-19 Close