Application of marketing tools in agricultural land market

Goal – the issues of development of agricultural land market are considered, since this specific type of operation with land plots requires the use of marketing tools that are more adapted to modern conditions. Methods – during the research, comparative method was used, on the basis of which the state of agricultural land was analyzed using the example of the Akmola region; statistical – based on the use of statistical data on supply and demand for land for agriculture. Results – it was determined that formation and expansion of the land market is one of the most important directions of land policy in Kazakhstan. It has been revealed that land resources occupy a special place in the system of socio-economic categories. An analysis of agricultural lands was carried out, which is associated with their special significance as the most important production potential in agricultural sector. Marketing concepts– as one of the ways to develop land market are shown. It is substantiated that the main type of payment for land is currently rent, since the bulk of agricultural land (98%) is leased. Conclusions – the main provisions obtained during the study can be used as information and analytical material for developing a methodology for calculating rental payments by determining criteria for improving the consumer properties of agricultural land. The pricing process requires new approaches, in particular, the existing methodology for calculating rent on agricultural land is outdated and needs to be improved, which will help stabilize and expand the volume of agricultural production, increase the intensity and efficiency of management.

1. [1] Gorgan, M., Hartvigsen, M. (2022). Development of agricultural land markets in countries in Eastern Europe and Central Asia. Land Use Policy, 120, 106257. https://doi.org/10.1016/j.landusepol.2022.106257.

2. [2] Vranken, L. E., Tabeau, P., Roebeling, P. (2021). Ciaian with contributions from country experts, Agricultural land market regulations in the EU Member States, EUR 30838 EN, Publications Office of the European Union, Luxembourg, ISBN 978-92-76-41990-7, doi: 10.2760/86127, JRC126310. Available at: https://publications.jrc.ec.europa.eu/repository/handle/JRC126310 (date of access: 08.12.2023).

3. [3] Garcia, D. (2023). The Ultimate Guide to Agricultural Land. Updated. Available at: https://porch.com/advice/agricultural-land (date of access: 08.12.2023).

4. [4] Alshinbai, A.M., Duisemalieva, M.U. (2019). Marketing v predprinimatelskoi deyatelnosti na primere fermerskikh khozyaistv [Marketing in entrepreneurial activities using the example of farms]. Problemy agrorinka - Problems of AgriMarket, 2, 124-130 [in Russian].

5. [5] Uliczkaya, N.Yu. (2019). Czennost selskokhozyajstvennykh zemel Rossii [Value of agricultural lands of Russia]. Available at: //http://www.science-education.ru/ru/article/view?id=8052 (date of access: 11.11.2023) [in Russian].

6. [6] Ulitskaya, N.Yu. (2019). Proniknovenie marketinga v deyatelnost firm na rinke zemli [Penetration of marketing in the activities of firms in the land market]. Rossiiskoe predprinima telstvo - Russian Entrepreneurship, 4, 927-954 [in Russian].

7. [7] Newman, P. (2019). Agricultural Land Marketing Basics. 01 Oct. Available at: https://www.rliland.com/Voices/The-Voices-of-Landblog (date of access: 08.12.2023).

8. [8] 10 easy agribusiness marketing promotion strategies that actually work. (2023). Available at: https://mygreenvalue.com/agri-businessmarketing-promotion-strategies/ (date of access: 08.12.2023).

9. [9] 4 Ps of Marketing: What They Are & How to Use Them Successfully. (2023). Available at: https://www.investopedia.com/terms/f/four-ps.asp (date of access: 08.12.2023).

10. [10] Kingsnorth, S.A. (2023). Powerful Model for your Marketing the Marketing Mix. Available at: https://www.linkedin.com/pulse/powerful-model-your-marketing-marketing-mix-simon-kingsnorth (date of access: 08.12.2023).

11. [11] Izveshchenie o provedenii konkursa po predostavleniyu prava vremennogo vozmezdnogo zemlepolzovaniya (arendi) dlya vedeniya krestyanskogo ili fermerskogo khozyaistva, selskokhozyaistvennogo proizvodstva na zemelnie uchastki [Notice of a competition for granting the right to temporary paid land use (lease) for running a peasant or farm enterprise, agricultural production on land plots] (2023). Available at: https://www.gov.kz/memleket/entities/land/press/ (date of access: 20.11.2023).

12. [12] Agricultural land prices and rents – statistics. (2023). Available at: https://ec.europa.eu/eurostat/statistics explained/index.php?title=Agricultural_land_prices_and_rents_statistics#Agricultural_land_rental_prices (date of access: 08.12.2023).

13. [13] Price of agricultural land to rise in 2023 – report (2023). Available at: https://www.teagasc.ie/ news--events/ daily/farm-business/price-of-agricultural-land-to-rise-in-2023--report.php (date of access: 08.12.2023).

14. [14] U.S. Agricultural Land Values and Cropland Cash Rents Reach New Highs (2023). Available at: https://www.fb.org/market-intel/u-sagricultural-land-values-and-cropland-cashrents-reach-new-highs (date of access: 08.12.2023).

15. [15] Agricultural Land Prices and Rents in Agriculture in the Republic of Bulgaria in 2022 (2023). Available at: https://www.nsi.bg/en/content/20555/%D0%BF%D1%80%D0%B5%D1%81%D1%81%D1%8A%D0%BE%D0%B1%D1%89%D0%B5%D0%BD%D0%B8%D0%B5/agricultural-land-prices-and-rents-agriculture-republicbulgaria-2022 (date of access: 08.12.2023).