COMPARATIVE ANALYSIS OF COMMERCIAL BANKS IN POSITIONING FINANCIAL PRODUCTS FOR THE NEEDS OF AGRICULTURAL PRODUCERS IN BULGARIA

This study analyzes financial products offered by commercial banks to agricultural producers in Bulgaria, focusing on farmers’ preferences and banks’ positioning strategies. Survey data from 33 farmers and 23 banks reveal that the most valued attributes are loan repayment term, possibility of loan guarantee, type of collateral, initial loan amount, and availability of business consulting. Banks that allow subsidies from the State Fund for Agriculture as collateral and provide immediate liquidity are considered most attractive. Four banks—DSK Bank AD, Eurobank AD, UniCredit Bulbank AD, and Investbank AD—emerge as leaders in offering financial products aligned with farmers’ needs. The findings indicate that targeted segmentation of agricultural producers enhances banks’ profitability and market competitiveness, while large banks with dedicated marketing teams achieve more effective product positioning. The study highlights the importance of strategic positioning in achieving sustainable success in the agricultural financial services market.