PSYCHOGRAPHIC RESEARCH OF THE PORTRAIT OF CONTEMPORARY COOPERATOR AS A CONSUMER OF THE COOPERATIVE SERVICES

Modern trends in the agricultural business in rural areas are increasingly oriented towards the establishment of service cooperatives. At the same time research is aimed directly at the co-op members are lacking, cooperatives are considered as a coherent organization. The aim of the article is to define the nature and content of the concept of "psychographic portrait", the use of methods of analysis and psychographic characteristics of the modern cooperative member. Study of co-op members for developing a portrait features enable to create more precise of marketing strategies to promote the services of cooperative.