REGIONAL MARKET OF LARGE HOUSEHOLD APPLIANCES: METHODOLOGICAL APPROACH AND RESEARCH RESULTS

The article offers a methodological approach to assessing the state and development trends of the regional market of large household appliances in the conditions of weak market predictability, lack of complete and reliable information from business structures about key indicators of market conditions and factors of its development, changing consumer behavior models. The authors developed and proposed a method for assessing the state of the market of large household appliances, which includes a description of the stages of market research, the selection of indicators that reflect the state of the market and factors that contribute to its development or slowdown. The direction, object and subject, practical significance of the field research of potential buyers, which allows companies to make marketing management decisions correctly, is substantiated. It is emphasized that in order to effectively solve marketing tasks in conditions of incomplete information security and weak predictability of market development, a comprehensive, systematic approach to its analysis and evaluation is necessary. The authors, based on the proposed methodology, conducted an analysis of the market of large household appliances in the region, including Desk and field marketing research of the market, presented the results of the research, identified trends and factors of market development, identified the features of consumer demand, formed a model of decision-making by a potential buyer in the market. The conclusions made as a result of the analysis are of practical significance, since they can be used by commercial organizations in the region to develop business policies, as well as in making decisions in the areas of assortment and communication activities of companies.

methods for assessing the state of the market, the state of the market, market development trends, factors affecting the market, marketing research, large household appliances, regional market, consumer demand, model for making purchasing decisions, criteria for making purchasing decisions, buyer profile.

Shcherbinina L. Yu., Lukуanova N. Yu. Regional market of large household appliances: methodological approach and research results. Business. Education. Law, 2020, no. 3, pp. 146–152. DOI: 10.25683/VOLBI.2020.52.303.