MARKETING RESEARCH – DRIVEN EXPORT COMPETITIVENESS: EVIDENCE FROM THE FRUIT AND VEGETABLE SECTOR

The growing globalization of agricultural markets necessitates the development of scientifically grounded methodologies for increasing fruit and vegetable exports. This paper proposes an improved methodological framework for integrating marketing research into export management systems. The study develops an econometric model linking export performance to quality, price competitiveness, logistics efficiency, certification level, and market risk. A Market Attractiveness Index (MAI) and Export Logistics Efficiency Indicator (ELEI) are introduced. The proposed framework integrates analytical diagnostics, segmentation modeling, strategic positioning, and institutional support mechanisms. The empirical results demonstrate that logistics efficiency and certification are the most influential determinants of export performance. The proposed methodology contributes to export diversification, reduced transaction costs, and enhanced international competitiveness of fruit and vegetable products.

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