OILAVIY TADBIRKORLIKNI RIVOJLANTIRISH ORQALI AHOLI BANDLIGINI OSHIRISHNING MARKETING JIHATLARI

The article examined the marketing aspects of increasing employment through the development of family entrepreneurship. Studies on the role of family businesses in employment, the effect of family brand and reputation on consumer choice, and the entry of small producers into digital and export markets were summarised. Official data showed that in 2025, 38.9 percent of the 5.4 million people provided with income-generating work were engaged through entrepreneurship, and the number of self-employed exceeded 5.5 million. An employment formula converting sales growth into jobs and an integral market access index for family enterprises were proposed. A model linking market research, family branding, sales channels and employment was developed. Each mahalla micro-project was found to cover two people on average, and the number of active marketplace sellers was small relative to the number of self-employed. Proposals were made on attaching a sales plan to loan applications, marketing training, a “Family product” quality mark and preferential loans linked to sales growth.

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