METHODICAL ASPECTS OF THE TRADE LIST

The article presents the potential of both the own sales statistics and the results of marketing research in management of the trade assortment on a wide factual material. Analytical capabilities of simple, structural, and combined data groups in everyday activities of the not-networked trade facilities are demonstrated. In combination with calculation of the indicators characterizing the completeness and stability of the trade assortment, the results of the groupings are able to provide management with complete and multifaceted information to justify effective decisions on making changes in the range of the goods sold. The evidences are presented with the results of observations of the assortment list of the store under consideration, in particular, food, beverages and tobacco products. It is noted that the coefficient of completeness of the range is an indicator that can reflect the level of satisfaction of demand for the corresponding commodity groups and at the same time — the loss of sales volumes, if the coefficient is less than one. The article substantiates the relevance of in-depth knowledge of the demand of consumers, customer assessments, consumer perception in the construction of the assortment model of the commercial enterprise. The possibilities of a survey based on a questionnaire consisting of two parts“expectation” and “perception”-in collecting such information are shown. The results of this questionnaire survey reflect the results of the study of customer satisfaction not only by the breadth of the range of goods sold, but also by 16 criteria of the trade services. The sufficiency of the information collected in the course of surveys to obtain conclusions and make informed operational decisions on the range and maintenance of customer loyalty is shown. The availability and effectiveness of the described approaches to the formation and development of the range of commercial enterprises are convincingly demonstrated.

assortment, assortment list, trade enterprise, commodity turnover, structure, analysis, assortment management, goods, research, group.

Grishina V. T., Kalugina S. A., Lebedeva T. P. Methodical aspects of the trade list // Business. Education. Law. 2019. No. 1 (46). Pp. 149–154. DOI: 10.25683/VOLBI.2019.46.131.