Affiliation:
1. Kyiv National Economic University named after V. Hetman
2. LLC "VILLE FORTE UKRAINE", Kyiv, Ukraine
Abstract
In today's dynamic environment, agritraders confront a myriad of intricate challenges and opportunities. Their role necessitates a constant analysis of market trends, supply, and demand, coupled with the ability to engage with diverse stakeholder groups effectively. The behavior of agricultural traders is shaped by a complex interplay of objective and subjective factors, demanding a comprehensive understanding from the perspectives of socio-economic psychology and management practice. In this light, scientific research on the imperatives and determinants of agro-traders' behavior formation assumes paramount importance. This article endeavors to delve into the main factors influencing agro-traders' decision-making, their strategies of action, and their interactions with partners in the agrarian sector. The agricultural sector is essential to the Ukrainian economy, forming up to 20% of the gross domestic product. According to data as of the end of 2021, agribusiness accounted for almost 40% of the country's foreign exchange earnings and had positive development dynamics over the past five years. Ukraine is one of the world's largest grain exporters, producing about 100 million tons annually. Despite the achievements, the agricultural sector faces numerous problems, such as: instability of markets and fluctuations in product prices, difficulties in ensuring effective risk management, high competition on international markets, instability of the economic situation in the country and its impact on the financial support of agriculture, high dependence on climatic conditions and natural disasters, instability of the legislative environment and administrative procedures. For agricultural traders to effectively function in the modern market environment, it is necessary to carefully study and analyze the imperatives and determinants of their behavior, which is the subject of this article.
Keywords: agribusiness, agrotrading, risk, development, agrotrading behavior.
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