This study examines the role of entrepreneurial behavior and marketing research in organizing and developing production processes in a market economy, with a focus on agricultural enterprises. The findings emphasize that profit-making is closely linked to marketing activities, which guide decisions on crop selection, seed procurement, fertilizer use, and machinery requirements. The importance of aligning agro-technological conditions with consumer demand is highlighted, as farms must assess market requirements before production. The paper also discusses the role of marketing departments in calculating production costs, preparing business plans, and utilizing electronic reporting systems for efficient management. Furthermore, the study underlines the necessity for agricultural enterprises to conduct market research independently or through marketing services to determine consumer demand, set prices, and ensure the profitability of agricultural products. Ultimately, effective integration of marketing research into production management can enhance sales volumes, optimize resource use, and increase economic interest in the consumer market.

Market economy, entrepreneurship, agricultural production, marketing research, consumer demand, production efficiency, business planning, electronic reporting systems, farm management, sales strategy

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