Agrobiznes, fan va texnologiyalar 4-jild 7-son (2026)
O‘zbekiston sharoitida oziq-ovqat bozori marketing tadqiqotlarini o‘tkazishda raqamlashtirish jarayonining afzalliklari
Муртозаева, Дильноза, Murtozayeva, Dilnoza, Murtozayeva, Dilnoza
Annotatsiya
This article examines the theoretical, methodological, and practical advantages of digitalising marketing research in the food products market of Uzbekistan. The study explains why the volatility of food markets, product perishability, price dynamics, regional consumption patterns, and the coexistence of traditional and modern retail channels require rapid collection and analysis of marketing information. The opportunities offered by digital surveys, point-of-sale systems, CRM platforms, e-commerce, mobile applications, social media monitoring, and interactive dashboards are systematised. The study identifies the principal benefits of digitalisation, including speed, broader coverage, improved accuracy, lower research costs, advanced consumer segmentation, real-time monitoring, and stronger evidence for managerial decisions. A six-stage model based on the sequence “objective–data–integration–analysis–decision–monitoring” is proposed. The article also identifies constraints related to data quality, regional digital inequality, shortages of qualified specialists, and personal-data protection and develops recommendations for addressing them.
food products marketmarketing researchdigitalisationdigital marketingconsumer behavioure-commerceCRMpoint-of-sale systemreal-time analyticsmarketing information system
Metadata manbasi: jurnal OAI-PMH arxivi · Sindex toʻliq matnni saqlamaydi, manbaga havola beradi.