MARKETING CHARACTERISTICS OF POSITIONING ORGANIC DRIED FRUIT PRODUCTS IN INTERNATIONAL MARKETS
DOI:
https://doi.org/10.5281/zenodo.20449550Keywords:
Organic dried fruits; positioning strategy; international marketing; eco-branding; premium market; consumer behavior; export marketing; organic certification; sustainable marketing; brand positioning.Abstract
This study examines the positioning of Uzbek organic dried fruit products in international premium markets. It
analyzes the role of certification, eco-branding, packaging, and digital marketing in strengthening consumer trust and
product competitiveness. The findings show that certification credibility, sustainable packaging, and premium branding
significantly influence consumer perception and purchasing behavior. The study also reveals that many Uzbek exporters
still rely mainly on price-based competition, which limits their differentiation in premium markets. Based on the analysis,
the article proposes integrated positioning strategies to improve the international competitiveness of Uzbek organic dried
fruit products.
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