The article is devoted to the problem of forming the production potential of an agricultural enterprise. It is shown that for an agricultural enterprise this is due not only to the possibility of producing agricultural products, but also to the socio-economic development of localities located in rural areas. Tough competition in the agricultural market requires enterprises to search for and make new decisions required for the functioning of the stable operation of the enterprise. This makes it necessary to develop new innovative technologies, as well as expand the range of products and reduce the cost of production. This is facilitated by an increase in labor productivity and the accompanying increase in the production potential of the enterprise, as well as provides an opportunity to gain competitive advantages in the market. The growth of the production potential of an agricultural enterprise depends not only on the efficiency of its use of intangible and material resources, but also on the labor activity of its employees.
Producers and consumers of agricultural products are faced with the concept of “product quality”. The quality of agricultural products depends not only on the degree of food supply to society, but also on the activities of the enterprises themselves. The resources at the disposal of a company depend to a large extent on the quality level of its products. We believe that with the development of information technology, the product market has been replaced by the brand market. The quality of services and goods corresponds to the price that consumers are willing to pay for their purchase. In our opinion, the utility that the buyer receives from purchasing additional goods or services is equivalent to the degree of customer satisfaction from receiving them. The usefulness of a product or service to its consumer is not limited only to its material characteristics, it is also inherently related to the purchase of this product or service. The use of product branding makes it possible to increase their usefulness in the eyes of consumers, and therefore affects their subjective assessment of the quality of the product.
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