Аllа Gumeniuk, Oksana Shkolenko, Tetiana Kharchuk, Viktoryia Melnik


The cluster model of business organization has several advantages. In the presence of a cluster, marketing structures, which are created for the purpose of marketing support for the activities of enterprises taking into account the infrastructure of the vegetable market, are formed. This approach allows small-scale agricultural enterprises to avoid the growth of conditionally fixed costs and to increase performance of activity. At the same time, it's important to understand that clustering enables producers of vegetable products not only to jointly promote their products, but also to form an effective marketing support system for the activities of each enterprise.

In this article authors have formed the essence of cluster analysis on the basis of the research of domestic and foreign scientists. The methodology of cluster analysis is generalized for vegetable enterprises. The use of methods of cluster analysis is proposed for the study of the regional vegetable market and consumer groups of vegetable products. Analytical and graphical possibilities of application of the software package STATISTICA are shown for multivariate grouping of consumers of vegetable products. A dendrogram of consumer preferences of vegetable products in a supermarket has been constructed.

The authors used hierarchical clustering of consumers of vegetable products on the basis of Ward’s method, as an agglomeration plan. It is proved that the proposed methods should be used in the further practical activity of marketing services at the enterprises of the vegetable industry and their integration formations.

The article justifies expediency the inclusion of psychographic and behavioral features in the segmentation of the market of vegetable products with cluster analysis, which will enable the marketing service to take into account the needs and demands of consumers in detail, establish the degree of their loyalty that is, the relation to vegetable production, its packaging and qualitative characteristics. The control of this technique is important not only for the marketer who carries out marketing researches, but also for employees of the marketing department of a small vegetable company.


cluster analysis; marketing services; clustering; vegetable products; market segments; consumer

Full Text:



nuradha, K. T., & Gopalan, T.K. (2007). Trend and patterns in explicit organizational knowledge: A correspondence analysis and cluster analysis. The International Information & Library Review, 3-4(39), 247-259.

Armstrong, G., & Kotler, F. (2001). Marketing. General course. (per. s eng.). Moscow: View. Home Williams, 608

Ayvazyan, S., & Mkhitaryan, V. (2001) Application statistics. Basics of Econometrics. 1 Volume: Theory of probability and applied statistics. Moscow : UNITY-DANA, 656

Bondarenko, O. S., & Slesarev, V. V. (2011). Cluster Analysis Method. Retrieved from

Borovikov, V. (2003). Statistica. The art of computer data analysis: for professionals. Saint Petersburg, 688

Bureeva, N. N. (2007). Multidimensional statistical analysis using SPT STATISTICA. Nizhny Novgorod, 112

Duran, B., & Odell, P. (1997). Cluster analysis (per. s eng.). Moscow: Statistics.

Dźwigoł, H. (2015a). Business Management. Oxford: Alpha Science International Ltd.

Dźwigoł, H. (2014). Menedżerowie przyszłości a zarządzanie strategiczne. Zeszyty Naukowe Politechniki Śląskiej, Organizacja i Zarządzanie, 70, 93-104. [in Polish].

Dźwigoł, H. (2016). Modelling of restructuring process. Zeszyty Naukowe Politechniki Śląskiej, Organizacja i Zarządzanie, 99, 89-106.

Dźwigoł, H. (2015b). Warsztat badawczy w naukach o zarządzaniu. Zeszyty Naukowe Politechniki Śląskiej, Organizacja i Zarządzanie, 83, 133-142.

Dźwigoł, H. (2018). Współczesne procesy badawcze w naukach o zarządzaniu. Uwarunkowania metodyczne i metodologiczne. Warszawa: Wydawnictwo Naukowe PWN. [in Polish].

Dźwigoł, H. (2015c). Założenia do budowy metodyki badawczej. Zeszyty Naukowe Politechniki Śląskiej, Organizacja i Zarządzanie, 78, 99-116.

Dźwigoł, H. (2013). Zarządzanie przedsiębiorstwem w warunkach XXI wieku. Gliwice: Wydawnictwo Politechniki Śląskiej. [in Polish].

Dzwigol, H., & Dźwigoł-Barosz, M. (2018). Scientific Research Methodology in Management Sciences. Financial and Credit Activity: Problems of Theory and Practice, 2(25), 424-437.

Electronic textbook on statistics (2001). StatSoft, Inc. Retrieved from

Gorkavy, V. K., & Yarova, V. V. (2004). Mathematical statistics, Kyiv: Professional

Grishova, I. Yu., & Prysyazhnyuk, A. Yu. (2011). Clusters in the agro-industrial complex: problems and prospects of development. Economy of agro industrial complex. Vol. 4, 142-146

Hennig, C., Meila, M., Murtagh, F., & Rocci, R. (Eds.) (2015). Handbook of Cluster Analysis. (Chapman & Hall/CRC Handbooks of Modern Statistical Methods). CRC Press.

Holovchenko, N. M. (2009). Clustering policy as the main tool increase in the competitiveness of organic products in the domestic and foreign markets. Investments: practice and experience. Vol. 23, 54-56

Kupalova, G. I. (2008). The theory of economic analysis. Retrieved from

Miskiewicz, R. (2017a). Knowledge in the Process of Enterprise Acquisition. Progress in Economic Sciences, 4, 415-432.

Miskiewicz, R. (2017b). Knowledge Transfer in Merger and Acquisition Processes in the Metallurgical Industry. Warsaw: PWN.

Oldenderfer, M. S., & Blaspheid, R. K. (1989). Cluster analysis / Factorial, discriminant and cluster analysis, Moscow: Finance and Statistics, 215

Patibandla, R. S. M. L., & Veeranjaneyulu, N. (2018). Performance Analysis of Partition and Evolutionary Clustering Methods on Various Cluster Validation Criteria. Arabian Journal for Science and Engineering, 43, 4379–4390.

Savitskaya, G. V. (2012). Methods of complex analyzes of economic activities. Moscow: INF RA, 567-589

Yashkina, O. (2008). Use of cluster analysis in the segmentation of respondents. Marketing in Ukraine, vol. 1, 45-48

Yankovoy, A. G. (2001). Multivariate analysis in the system STATISTICA. Odessa: Optimum. Vol. 1, 216


  • There are currently no refbacks.

Copyright (c) 2019 Аllа Gumeniuk

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

ISSN (Print) : 2449-7320

ISSN (Online) : 2449-8726