Marketability level of potato in Armenia: potato functional properties

Background: Functional food is becoming more and more important for professionals and also for consumers. On the other hand, it is known that the main factors affecting the sale of agricultural products are the general market dynamics, legislation, product range, seasonal sales dynamics, competitors, pricing, buyers and distribution channels. What’s also important is the profile of the company's personnel and the work of personnel in the market, advertising related to the quality of the product, which in recent times is especially based on the "natural" origin and functional value of the product․ Objective: The aim of the current study is to quantify the factors influencing the level of potato marketability through econometric analysis in Armenia. One of the objectives was also to observe whether the population appreciates the functional value of potatoes, which may affect future marketability and yield of potatoes. Methods:Quantitative assessment of the factors influencing the level of potato marketability was carried out with a number of indicators: the yield of the sowing area, the gross harvest and the volume of export and import. Observations were carried out during 10 years (2009 - 2018). A seven-item questionnaire was developed to explore consumer preferences for purchasing potatoes.   Results:The level of marketability of potatoes had an increasing trend with the certain fluctuations (years: 2010, 2014, 2016 and 2018). The data on the correlation coefficients on the factors influencing the level of potato marketability indicated that the relationship between the marketability level and potato planting area is inverse to the average level (ryx1 = - 0.615). The correlation between the level of commerciality and yield is direct in the lower middle range (ryx2 = 0.461). The latter shows that increasing the level of yield contributes to the level of marketability. The effects of gross harvest, export and import volumes have a negative impact on the level of commoditization, but the relationship is extremely weak with ryx3 = - 0.214 and ryx4 = - 0.0532 and ryx5 = - 0.105.          Interview studies show that factors affecting potato marketability and productivity are subject to change. Conclusion: The increase in metabolic/non-communicable diseases, increased consumer awareness of these diseases and their prevention, as well as developments in organic agriculture and functional food production require changes in economic research and calculations, also related to functional foods. Keywords: potato, market, marketability, organic agriculture, functional food