Features of conducting marketing research during business start-up in small settlements

Kravets Daria
PhD (Doctor of Philosophy), Lecturer, Department of Marketing and International Logistics, Odesa National Economic University, Odesa, Ukraine, E-mail:Daryakravets777@gmail.com, ORCID: https://orcid.org/0000-0002-3508-7746

Davydova Kateryna
a student of the first (bachelor's) level of higher education, Odesa National Economic University, specialty 075 "Marketing", Odesa, Ukraine, E-mail:davidovakatya2005@gmail.com, ORCID: https://orcid.org/0009-0008-2230-8555

Received: 16.05.2025    Аpproved: 27.05.2025    Рublished online: 05.07.2025

Cite this article:

Kravets D., Davydova K. (2025) Features of conducting marketing research during business start-up in small settlements. Ed.: V.V. Kovalenko (ed.-in-ch.) and others [Osoblyvosti provedennja marketyngovyh doslidzhen pid chas zapusku biznesu u malyh naselenyh punktah; za red.: V.V. Kovalenko (gol. red.)], Scientific Bulletin of the Odesa National Economic University (ISSN 2313-4569), Odesa National Economics University, Odesa, No. 5 (330), pp.100-104.

Abstract

Purpose of the article is to develop an adapted methodology for conducting marketing research for business startups in small settlements of Ukraine, considering local socio-economic characteristics. Method of the research involves applying qualitative methods (in-depth interviews, focus groups, observation) in rural communities, with emphasis on overcoming informational and infrastructural barriers. Results demonstrate the effectiveness of the proposed approach through a case study of a specific rural enterprise, particularly highlighting the role of "trust institutions" in shaping local consumer loyalty. Scientific novelty lies in developing a comprehensive framework combining traditional qualitative methods with digital tools specifically adapted for resource-constrained rural environments. Practical importance of the findings includes: developing a step-by-step algorithm for marketing research for rural entrepreneurs; adapting digital tools to limited infrastructure conditions; providing recommendations for building community communications through trust institutions. A successful case of implementing marketing research for rural business startup is demonstrated by "True Honey by Bednarchuk" farm in Illintsi village, Vinnytsia region. To test consumer behavior hypotheses, they implemented a test sales format - a mini-retail outlet at the local market and online sales via Instagram. This allowed them to identify: most popular products, average check size, repeat purchase frequency, and most effective customer acquisition channels. The study also revealed that involving respected community members (local medic, teacher, and village mayor) significantly boosted word-of-mouth marketing effectiveness.

Keywords

small business, marketing research, rural communities, local market, trust institutions, in-depth interviews, MVP, entrepreneurship, digitalization, consumer behavior.

JEL classification: C150; M310; O160;DOI: https://doi.org/10.32680/2409-9260-2025-5-330-100-104

UD classification:338.4; 339; 339.1

References

1. Definition of Marketing: Definition of Marketing. Retrieved from http://vvv.ama.org/ About-AMA/Pages/Definition-of-Marketing.aspkh (accessed 21 May 2025). [Іn Ukrainian].
2. Mel'nyk T. M., Puhachevs'ka K. S. (2020). Prospects of Ukraine's export development in European integration conditions. Journal of European Economy, 17, 2, 208-224. Retrieved from https://surl.li/tusyfi (accessed 21 May 2025). [Іn Ukrainian].
3. Report on Digital Skills Development of Population and Businesses in Ukrainian Regions for 2022. (2022). Ministry of Digital Transformation of Ukraine. Retrieved from https://thedigital. gov.ua/reports (accessed 19 May 2025). [Іn Ukrainian].
4. National Platform for Small and Medium Business. (2021). Entrepreneurship Development in Rural Areas: Analytical Note, 24. Retrieved from https://platforma-msb.org/programa-rozvytku- oon-proon-v-ukrayini/ (accessed 18 May 2025). [Іn Ukrainian].
5. Svydruk I.I. (2021). System analysis of consumer market development in Ukraine, Bulletin of Lviv University of Trade and Economics. Economic Sciences, 64, 73-81. Retrieved from http://journals-lute.lviv.ua/index.php/visnyk-econom/article/view/973 (accessed 22 May 2025). [Іn Ukrainian].
6. Kharchenko R. V. (2020). Development of small business in Ukraine: problems and prospects, Business Inform, 1 (80), 118-125. Retrieved from https://surl.li/echyxi (accessed 21 May 2025). [Іn Ukrainian].
7. Shevchenko V.M., Mishustina T.S., Bondarenko A.A. (2019). Research of consumer preferences and loyalty to achieve company's marketing goals. Academic Revie, 2 (51), 69-78. Retrieved from https://atsadrev.duan.edu.ua/images/PDF/2019/2/ 8.pdf (accessed 21 May 2025). [Іn Ukrainian].
8. Hnatiuk A. (2023). Beekeeping as Business: How an Entrepreneur from Illintsi Village Turned Apiculture into a Brand. Retrieved from https://doyourbusiness.tsom.ua/reviev (accessed 20 May 2025). [Іn Ukrainian].
9. Shkvyria N. O., Sokil Ya. S. (2020). Marketing research as a tool for determining strategic directions of enterprise development. Collection of Scientific Works of Dmytro Motornyi Tavria State Agrotechnological University. Economic Sciences, 2 (42), 214-219. DOI: https://doi.org/ 10.31388/2519-884X-2020-42-214-219. (accessed 19 May 2025). [Іn Ukrainian].
10. Il'chenko T.V. (2022). Trends in modern development of marketing research in Ukraine. Priazovsky Economic Bulletin, 1 (30), 55-59. Retrieved from https://dspace.dsau.dp.ua/handle/123456789/6345 (accessed 21 May 2025). [Іn Ukrainian].