Advantages of Digitalisation in Conducting Marketing Research in the Food Market under the Conditions of Uzbekistan

Abstract

This article examines the theoretical, methodological, and practical advantages of digitalising marketing research in the food products market of Uzbekistan. The study explains why the volatility of food markets, product perishability, price dynamics, regional consumption patterns, and the coexistence of traditional and modern retail channels require rapid collection and analysis of marketing information. The opportunities offered by digital surveys, point-of-sale systems, CRM platforms, e-commerce, mobile applications, social media monitoring, and interactive dashboards are systematised. The study identifies the principal benefits of digitalisation, including speed, broader coverage, improved accuracy, lower research costs, advanced consumer segmentation, real-time monitoring, and stronger evidence for managerial decisions. A six-stage model based on the sequence “objective–data–integration–analysis–decision–monitoring” is proposed. The article also identifies constraints related to data quality, regional digital inequality, shortages of qualified specialists, and personal-data protection and develops recommendations for addressing them.