ECONOMIC FEASIBILITY OF TRANSITION TO DIRECT FORMS OF AGRICULTURAL PRODUCTS SALE: THEORETICAL AND METHODOLOGICAL ANALYSIS AND EMPIRICAL VERIFICATION

Issue № 7, 2026, article № 18, pages 216-223

Section:

Language: Russian

Original language title: ЭКОНОМИЧЕСКАЯ ЦЕЛЕСООБРАЗНОСТЬ ПЕРЕХОДА НА ПРЯМЫЕ ФОРМЫ РЕАЛИЗАЦИИ СЕЛЬСКОХОЗЯЙСТВЕННОЙ ПРОДУКЦИИ: ТЕОРЕТИКО-МЕТОДОЛОГИЧЕСКИЙ АНАЛИЗ И ЭМПИРИЧЕСКАЯ ВЕРИФИКАЦИЯ

Keywords: INSTITUTIONAL STRUCTURE OF THE AGRICULTURAL MARKET, MARKETING CHANNELS, DIRECT SALES, SALES DIVERSIFICATION, AGRICULTURAL PRODUCTS, TRANSACTION COSTS, PRICE DISPARITY, ECONOMIC EFFICIENCY

Abstract: The relevance of the study is determined by the increasing marketization of the agricultural sector and the need to overcome institutional traps associated with multi-link product distribution, where each intermediate counterparty accumulates part of the added value, producing price disparity. The aim of the work is to conceptualize the economic feasibility of agricultural producers' transition to direct forms of sales through the prism of the transaction approach and the theory of distribution efficiency. The methodological toolkit is based on a synthesis of neoinstitutional analysis (assessment of transaction costs), methods of economic and statistical comparison of sales channels, as well as the application of the marketing efficiency coefficient and a modified Lerner index to assess the market power of intermediaries. The information base consists of data from Rosstat, sample surveys of 87 agricultural organizations in the Central Chernozem region, as well as materials from foreign meta-analytical studies. The results demonstrate that the direct sales channel (the "producer-consumer" chain) provides a 2.3-3.1 times higher level of return on sales compared to multi-level intermediary schemes, but is associated with increased requirements for logistical infrastructure and marketing competencies. It is revealed that the key factor limiting the transition to direct sales is not the lack of economic benefit, but structural inertia and the shortage of specialized marketing services. Diversification of the sales strategy with the inclusion of direct channels is proven to increase operating profit in the long term by 37-189%, which corresponds to the conclusions of modern science about the effects of agroecological diversification. The practical significance lies in the development of an algorithm for the phased replacement of traditional intermediary chains with direct communications with end consumers.

Authors: Khusainova Amina Savdakhanovna, Petrov Alexander Mikhailovich, Volkova Lydia Vitalievna, Likhtarova Olga Viktorovna, Berzin Dmitry Viktorovich