FEATURES OF MARKETING RESEARCH IN RETAIL TRADE

Abstract

Introduction. The development of the global retail market is accompanied by changes in approaches to the choice of methods of marketing research tools used in retail trade. Modern marketing research methods, which include tools and mechanisms for creating, promoting, distributing and exchanging information, play an important role in the context of the economy digitalization and the entry of Ukrainian companies into new markets. In view of this, there is a need to analyze the current state and trends of the retail market in Ukraine, to investigate the main groups of methods used in conducting marketing research, as well as to distinguish some of their types that are appropriate to use in the current conditions of functioning of the retail market in Ukraine. Methods. Historical and systematic approaches have been used to study the current state and trends of retail development. The study of the dynamics of the main indicators of retail trade was conducted using statistical methods of structure analysis, index method and method of dynamics series. The forecasting of the retail turnover of enterprises was carried out using linear approximation methods, in particular, the least-squares method. Grouping methods, as well as qualitative and quantitative research methods, were used to substantiate measures to improve marketing policies, research methods and tools. Results. The current state and trends of retail market development in Ukraine were analyzed by the authors. The main groups of methods that are used in conducting marketing research were investigated, as well as their separate types, which are expedient to be used in the current conditions of functioning of the retail Market in Ukraine. The stages of conducting marketing researches in retail trade are distinguished and the basic tasks which must be solved on each of them are defined. Discussion. The implementation of the proposed measures will help to identify innovative solutions to familiarize customers with new types of products, as well as to adapt specific methods of marketing research to the current conditions of functioning of the global retail market. In addition, the implementation of the proposed measures will allow to develop measures for timely response of the manufacturing companies to the existing requests of the retail market, ensuring the financial stability and solvency of the companies involved in the field of retail trade. Prospects for further research may include in-depth analysis of prospects for the use of large-scale processing financial technologies and development of special software for the application of specific methods of marketing research (point-of-sale audit, point-of-sale price analysis, check structure, mystery shopper, trading panel, ABC-analysis, XYZ-analysis, cross-analysis, hall-tests, home-tests, etc.). Keywords: marketing research, methods of marketing research, retail, e-commerce.