Improvement of consumer cooperative societies based on the marketing approach

The subject of study is the work of consumer cooperative societies. The theme reflects the economic interaction of subjects of the market, based on marketing approaches. Practice of functioning of consumer cooperatives shows that today marketing activities, creating core values to its customers, are used incompletely by cooperative societies or not used at all. Goals of both company and marketing should be tied together in terms of profitability, investment and market share. The use of a product brand increases the degree of acceptance by consumers of the product and its popularity, thereby increasing the market share. In this regard, the purpose of the article is to improve competitive advantages of cooperative societies through the use of product brand. System analysis of the research object, characteristics and activity conditions of consumer cooperative societies are used as methodological aspects. The main methods of study are: analytical, deductive and other methods. The research results can be applied in agricultural product markets. Using marketing tools of market system management, cooperative societies will be able to effectively promote their offers to the market using product brand and to occupy favorable competitive positions.