Consumer Goods Market Research Articles

The use of Fuzzy rule-based systems in the design process of the metallic products on example of microstructure evolution prediction

The challenge on the contemporary market of consumer goods is a quick response to customer needs. It entails time restrictions, which a semi-finished products’ (including metal products) manufacturer must meet. This issue must be addressed during a design phase, which for the most of semi-finished products suppliers, takes part during a quotation preparation process. Our research is aimed at investigating possibility of application of Fuzzy Reasoning methods for shortening of a design process, being a part of this process. We present a study on application of simplified models for solving technological tasks, allowing obtaining expected properties of designed products. The core of our concept is replacing numerical models and classical metamodels with a rule-based reasoning. A quotation preparation process can be supported by solving a technological problem without numerical experiments. Our goal was to validate the thesis basing not only on the presentation of some potential solutions but also on the results of simulation studies. The problem is illustrated with an example of thermal treatment of aluminum alloys, aimed at evaluation of a summary fraction of precipitations as a function of time and technological parameters. We assumed that it is possible to use both unstructured and point numerical experiments for knowledge acquisition. Implementation of this concept required the use of hybrid knowledge acquisition methods that combine the results of point experiments with expert knowledge. A comparison of obtained results to the ones obtained with metamodels shows a similar efficiency of both approaches, while our method is less time and laborious.

The Impact of Brand Image on Customer Loyalty: An Applied Study in Istanbul

The worldwide scale of markets has witnessed a lot of challenges in the production and marketing of consumer goods. As a result of the openness to the international markets, most companies are bound to take decisions, not just in terms of distribution network and place of production, and pricing policies, but likewise in terms of brand image. This study is geared at explaining the relationship between brand image and customer loyalty, and the impact of brand image on customer loyalty. Within the context of this study, brand image is used as the independent variable, while customer loyalty is used as the independent variable. Out of 200 questionnaires administered to people, this study is based on the answers from 150 respondents of a valid questionnaire that is employed as a data collection instrument. Correlation analysis was used to analyze the relationship existing between the variables, while regression analysis is also performed to examine the impact of brand image on customer loyalty. The result show that brand image significantly affects customer loyalty, and there are correlated. Therefore, it is recommended that companies should take into consideration on improving and/or building of brand image so that they can be more competent and increase their market share thereby successfully achieving customer loyalty, likewise satisfaction. Keywords: customer loyalty, brand image, customer satisfaction DOI: 10.7176/JMCR/85-06 Publication date: April 28 th 2022

Development Features of the Domestic Consumer Goods Market in Ukraine

Abstract Subject and purpose of work: The main purpose of the article is to assess the functioning of the domestic market for consumer products and to characterise its development. Trends in the development of the domestic consumer goods market are analysed in the following areas: consumption of main product groups; food supply through consumption funds; agricultural production in the context of crop and livestock production; the ratio of exports to imports of agricultural and food products; and economic accessibility of the population to foodstuffs. The paper also analyses the problems of developing trade infrastructure facilities. Materials and methods: The methods of scientific abstraction, systemic, structural and functional, synergetic approaches was statistical and comparative analysis to assess the state of development of the domestic market for consumer goods and the determinants of regulation of the internal consumer market were implemented. The open resources of the State Statistics Service of Ukraine were the main sources of data. Results: It has been proved that trade infrastructure currently plays an important role at the present stage of development of the internal market for consumer goods in Ukraine. Certain trends are primarily due to the reduction in the total number of markets as a result of prohibition of informal markets, where food products were mainly traded, as well as the active development of supermarket chains, which today occupies an important place in the trade infrastructure. Conclusions: The analysis revealed insufficient levels of actual and projected consumption of most basic types of food, compared to the recommended norms.

М. О. Багорка, І. Г. Кадирус, Н. І. Юрченко МЕТОДИ ДОСЛІДЖЕННЯ ВНУТРІШНЬОГО РИНКУ СПОЖИВАЧІВ ТА СПОЖИВЧОЇ ПОВЕДІНКИ

The purpose of the article is to generalize and systematize methods of studying the internal market of consumers and their behavior, as well as to specify certain methods of researching consumer behavior depending on the archetype of buyers. Research methodology. The research process used general scientific and applied methods to study the domestic consumer market, predict its development, using forecasting methods. Results. The article analyzes, generalizes and systematizes methods of consumer market research and consumer behavior. The authors of the article state that in the consumer goods market, the key actors are producers and consumers who have certain goals of interaction. It is emphasized that under modern conditions of development and globalization processes in the economy the basis of effective and profitable activity of producers is the study of consumer needs, their possible behavior. The authors of the article emphasize that modern scientists have thoroughly researched and systematized groups and levels of research methods. Based on scientific achievements, the authors generalized various methods of cognition (economic, statistical, mathematical and others). The authors of the article note that in economics research methods are defined as techniques, procedures and operations of empirical and theoretical knowledge and study of phenomena. The authors agree with researchers that to obtain comprehensive results when studying the domestic market of consumer goods, it is advisable to consider it based on the use of different groups of methods. The authors emphasize that in addition to studying the domestic consumer market, there is a need to predict its development, which is implemented using forecasting methods: economic-mathematical, economic-statistical, linear programming, queuing theory, communication theory, probability theory, network planning, methods of business games, expert assessments. Practical significance of research results. Based on the systematization, the authors have made recommendations for the use of methods of researching consumer behavior depending on the archetype of buyers.

ІНСТРУМЕНТАРІЙ РЕГУЛЯТОРНОГО ВПЛИВУ НА ФУНКЦІОНУВАННЯ РИНКУ СПОЖИВЧИХ ТОВАРІВ

Assessment of the state and main trends in the development of the domestic market of consumer goods in Ukraine indicate certain problems in Ukraine's economic security. The more open the economy, the higher the negative impact on it and dependence on foreign markets. The growing share of imported goods in the market leads to a decrease in tax revenues, slows down the pace of reproduction of real sector enterprises and reduces the rate of their competitiveness. That is why the main task of the state as a regulator of economic processes is to form mechanisms of economic policy that would ensure the development of the domestic market of consumer goods through the development of a system of tools for its regulation.The development of the domestic market for consumer goods is achieved through effective government regulation, effective management decisions of a strategic nature and the ability of government agencies to develop and implement innovative regulatory mechanisms and tools.The paper presents the essence of the category of state regulation by different authors. It is determined that state regulation is a set of forms and methods of purposeful influence of the state on the development of social production and consumption.The definition of the essence of the concept of the mechanism of state regulation and its components is systematized. Attention is paid to the organizational and economic components of the mechanism of state regulation of the consumer goods market and directions of their application.A system of consumer goods market regulation has been formed, which provides clear delineation and generalization of goals, objectives, methods and tools of regulation for its effective functioning of regulation (regulatory, administrative, international trade, budget, tax, currency and credit, price, antitrust, investment , social protection).Integrated use of direct and indirect methods and instruments of state regulation will ensure the effective development of the consumer market of goods and services, interest businesses in increasing production of consumer goods and services, increase labor productivity and increase consumer income.

Factors Influencing Consumer Purchase Intention of Luxury Branded Perfumes

The Prestige Cosmetics & Fragrances segment dominates the luxury consumer goods market, which has grown considerably over the past decade. According to the Coco Chanel quote, «Luxury is a necessity that begins where necessity ends». Luxurious goods were once considered a luxury reserved for a select few. «Luxury» was used to describe uncommon and limited-supply items which were only available to a select group of people. As time has progressed, luxury goods have become more accessible to middle-class consumers as the luxury market has grown. A total of more than 1.2 trillion euros was spent on the luxury market in 2018. Because of the increasing purchasing power of today’s consumers and the large size of the global luxury market, understanding this consumer group is critical to a company’s success in enhancing its business success in the luxury perfume market. Developing effective plans to meet and exceed consumer expectations is essential for companies in the luxury industry. A luxury brand has distinct characteristics that make it stand out from the rest. This study examined these and other theories focusing on five factors influencing consumers’ purchase intention of luxury branded perfumes. The five factors above are perceived uniqueness, brand image, quality, price, and status. This study aims to shed light on the factors influencing the desire to purchase high-end branded perfumes. More specifically, it aims to discover the root causes of the phenomenon of buying luxury branded perfumes and the primary determinants of luxury-goods consumption. A survey was used to gather data, and structural equation modeling with partial least squares was used to analyse the framework. Because of the findings, four variables (brand image, quality, price, and status) were found to have a positive relationship with purchase intention. The results also show that perceived uniqueness does not significantly impact the desire to purchase luxury perfumes. Marketers and managers could use the results of this study to understand luxury consumer behaviours better and develop marketing strategies that would help their products succeed in the luxury market.

MICROECONOMIC MODELING OF CONSUMER BEHAVIOUR IN THE FOOD MARKET OF UKRAINE

Objective. The objective of the article is to determine the main features of consumer behaviour models in food markets on the basis of domestic and global experience of modeling consumer behavior; to investigate the impact of war on changes in both the psychology of consumer behaviour and changes in the activity of the markets themselves in order to take them into account in the process of modeling consumer behaviour in the future. Methods. The theoretical and methodological basis of the research are the scientific works of foreign and domestic scientists. Dialectical method of learning processes and phenomena (for a general study of the issue of modeling consumer behaviour in the Ukrainian food market); monographic (for analysis and generalization of the theoretical foundations of consumer behaviour modeling); graphic (to display consumer preferences for different categories of goods, peculiarities of purchasing behaviour of Ukrainian consumers during the war and factors influencing consumer choice); index (to assess changes in consumer preferences for different categories of goods); abstract-logical method (for evaluating statistical data and for forming the resulting research conclusions). Results. The components and features of modeling consumer behaviour and the process of making a consumer choice in the food market are considered, the main features that distinguish the food market from other markets are determined. A classification of consumer behaviour modeling types in food markets is proposed. In the subsequent research, it is found out how the consumer goods market of Ukraine changes during the war. The growth of prices for goods in the consumer basket and the restoration and redistribution of logistics supply chains are analyzed. The levels of elasticity of demand for various groups of products are analyzed and it is found that during the war, only 7% of Ukrainian consumers do not limit themselves when buying food products. The main influencing factor on consumer behaviour on the food market in Ukraine is the purchasing power of the population and the level of income of consumers. The study of influencing factors on the consumer's choice of a certain product brand makes it possible to find out that the issues of supporting the army, volunteers, state language and politics take the first places among consumer preferences when choosing a certain product brand. The model of influencing factors on the changing consumer behaviour in the food market of Ukraine during the war is proposed; three main groups of influencing factors that change consumer behaviour in food markets during the war are determined.

Analysis and Research on E-commerce Live Broadcast Sales Model from the Perspective of Supply Chain

The e-commerce live broadcast sales model is a brand-new sales model born based on web live broadcasts, and it has quickly been favored by the consumer goods market. As a new sales format, we need to conduct an in-depth analysis of its model to grasp the law of its generation and development, and find the problems in its development. This article mainly analyzes the basic form and internal logic of the e-commerce live broadcast sales model from the perspective of the supply chain. Relevant suggestions are proposed for its current development problems.

Role of perceived corporate social responsibility in the nexus of perceived cause-related marketing and repurchase intention in emerging markets

PurposeThis study aims to evaluate the impact of perceived cause- related marketing (perceived-CRM) on the repurchase intention (CRIN). Besides, brand image (BIMA) and customer satisfaction (CSAT) connect this relationship as mediating variables. Especially, the role of perceived corporate social responsibility (perceived-CSR) contributed to this nexus between perceived-CRM and BIMA, perceived-CRM and CSAT in emerging economies.Design/methodology/approachThe paper follows a quantitative approach. Based on a comprehensive literature review on perceived-CSR, perceived-CRM , BIMA, CSAT and repurchase intention, the authors evaluate the impact of those constructs on repurchase intention in an emerging market. The study sample was composed of 395 responses covering customers of consumer goods. The study uses the Smart PLS-SEM version 3.3.2 to analyze the data.FindingsThe findings revealed significant contributions to the extant CRM literature in some ways. This study's outcomes contribute to extending the existing literature on CRM and CSR. Specifically, the extension focuses on the mediating and moderating effects of BIMA, CSAT and perceived-CSR, respectively, in the relationship between perceived-CRM and CRIN. Moreover, the novelty of this study lies in providing a new approach to the influence of perceived-CRM on CRIN, with the mediating of BIMA, CSAT and moderating effects perceived-CSR integrated into a conceptual model.Practical implicationsFrom a management perspective, the contribution of this study plays a very important role in strategic planning to enhance competitive advantage and improve business performance on a sustainable basis. This sustainability is founded on an insight into how changes in contextual factors affect the perception and consumer behavior of millennials in fast-moving consumer goods (FMCG) market, especially in a context of Covid-19 global crisis. It is important to emphasize that genuineness and transparency in all activities and communications are a prerequisite in today's sensitive context. The application of acquired insight into practice will help businesses operating in the consumer sector improve brand reputation and CSAT. As a result, this leads to enhanced competitive advantage of the business in the market, improved market performance and ultimately to an improvement in the overall performance of the enterprise.Originality/valueThis is the first study that explores the moderating role of perceived CSR on the nexus between perceived-CRM with brand image (BIMA) and CSAT to the best of our knowledge. Besides, the study also discovers the mediating role of BIMA and CSAT between perceived-CRM and repurchase-intention in an emerging economy. Findings in this study provided additional evidence to the increasingly important roles of perceived-CRM and perceived-CSR in creating win-win relationships with customers, aiming to solve specific social causes jointly. Further, the perceived-CRM and perceived-CSR mechanisms help businesses enhance their intangible assets and competitive advantages through enhanced BIMA and stronger CRIN. In the current context, the business environment is changing rapidly due to many factors that lead to increased competition at a global level. Therefore, improving competitive advantage is a mandatory condition for businesses to survive and develop sustainably.

HARGA SAHAM PT. UNILEVER, TBK DIPENGARUHI OLEH EARNING PER SHARE MELALUI DEBT TO EQUITY RASIO

<em>The purpose of this study is to analyze stock prices are influenced by earnings per share through debut to equity at PT. Unilever Tbk. This study is a causal associative study with a quantitative approach. The population of this study are companies engaged in the manufacturing, marketing, and distribution of household consumer goods, beverages and food from 2013-2020 listed on the IDX. This sampling used purposive sampling technique and PT. Unilever Tbk as the research sample in this study. The data collection technique was taken from the idx website. The data analysis technique used is the path analysis model test. The results of the study show that the direct effect of partially EPS on stock prices has a positive and significant effect, DER on stock prices has a negative and significant effect, while EPS on DER has a negative and significant effect while the indirect effect of EPS on stock prices through DER has a significant effect.</em>

Reputation Evaluation of the Factors Regulating the Development of the Consumer Goods Market in the Region

The article substantiates the essence of dysfunctions as a key phenomenon that leads to deformation or partial failure to perform functions by the subjects of the internal consumer market. The features of the influence of socio-economic factors investigated within the functioning efficiency of the regional food market. The evaluation of the influence for the food market factors in the region carried out by classifying the factors by the influence sphere and the regulation degree, assessing the influence of the food market factors on the main indicator models. These models contain indicators, despite the existing system of statistical observation in the region, studying the relationships between factors and indicators characterizing food market and identifying the results of dysfunctions. A block of socio-economic determinants of realizing the potential of the consumer (food) market in the region is proposed. Correlation analysis of factors affecting the food market and the volume of products sold (agriculture, food production, beverages) has been carried out. The authors built a system of correlation between the socio-economic factors of the food market and the export of agricultural products and the food industry in the region. A system of interrelation of socio-economic factors and their influence on the wholesale turnover of food products in the region proposed, as well as a system of interrelation of socio-economic factors with the resulting "gross regional product". The nature of the emergence and the essence of dysfunctions in the regulation of the consumer market development are concretized. The consequences of state regulation dysfunctions for the development of the consumer goods internal market are determined and characterized. The main dysfunctional factors of influence on the regulators of the regional market development grouped in the aspect of competitive markets.

Social aspects of increasing environmental efficiency in Kazakhstan cities

Within the framework of the environmental efficiency system, the authors consider such topical social factors for increasing environmental efficiency in Kazakhstan as the quality of environmental education, motivational mechanisms for regulating the problems of sorting secondary raw materials. It is noted that work with the population is becoming colossal in solving environmental problems. The foundations of the urban system and social management in the field of environmental development testify to the serious problem of waste recycling and disposal in Kazakhstan. The authors highlight several eco-projects that help to solve these issues, such as Kazakhstan Waste Recycle, Tazalyk and SMEs that accept recyclable materials, but the figures for unrefined waste in Kazakhstan indicate that the problem is systemic and alarming. As a solution, in addition to the applicable penalties, the authors propose the launch of multi-vector motivational programs integrated into the everyday life of citizens. Such programs are designed to be informative, educational in nature in addition to motivational; they must be scaled up and involve business representatives widely used in the fast moving consumer goods market. It is recommended to give these programs an image republican character to create resonant recognition and use. The paper analyzes the awareness, involvement of the local population in the issues of environmental recycling and waste disposal based on an online survey, and presents a consolidated program for motivating the population. The authors consider the prerequisites for the implementation of these programs, their main characteristics, goals and performance indicators. Key words: waste sorting, waste recycle, green economy, motivation program, ecology.

Bakery market in Almaty

The goal is to determine the importance and position of products of "Almatynan" LLP and develop recommendations for increasing customer loyalty. For this purpose, the bakery market “Almatynan LLP” is considered as objectives. Customer satisfaction depends not only on specific or individual elements of the enterprise, but is a complex concept in the study of consumer behavior on market, as well as loyalty programs and is considered as one of the options for marketing communications. A feature of consumer goods market is its division into many segments, which have certain target groups of consumers with their characteristic needs, wishes, requirements, recommendations. Methods – method of analysis, synthesis, grouping and comparison was used. Results – the bakery market in Almaty was analyzed; the factors are shown and macro environment of Almatynan LLP are reflected, an operational picture of consumer loyalty, recommendations for improving service standards aimed at stimulating sales are presented, increasing the customer base, expanding the range. Conclusions – any company is unique in its activities, as a result, the process of attracting consumers is exclusive, since it depends on target audience, characteristics and promotion of products or services, proposals, taking into account the wishes of customers, the company's development potential. It is necessary to constantly monitor market conditions to identify ever-changing consumer preferences.

FORMATION OF THE MECHANISM OF REGULATION OF THE MARKET OF CONSUMER GOODS OF UKRAINE IN THE CONDITIONS OF GLOBALIZATION

The globalization of economic processes significantly affects the main trajectory of Ukraine's economy, in particular, determines the current characteristics of the national market of consumer goods. Increasing interdependence of national economies, increasing economic turbulence, increasing the role of informatization and digitalization lead to the emergence of new, previously unknown phenomena in the economic sphere, which initiate the transformation of the architecture of the consumer goods market. The current state of functioning of the consumer goods market is under the influence of inflation and is characterized by imbalance as a result of imperfections of market mechanisms and the lack of a comprehensive state policy on its development. In recent years, key levers of real influence on consumer goods market indicators have been lost, attention to the settlement of systemic development problems has weakened, which has led to deepening structural deformations, significant shadowing of the market, reduced quality and safety of goods. Theoretical studies of the need and essence of regulation make it possible to form a system of regulation of the consumer goods market. In practice, such a system accumulates three basic blocks: formation, implementation and adjustment. They are interconnected and are aimed at achieving certain criteria for regulating the consumer goods market and achieving its development goals. Changes in the socio-economic environment, the need to accelerate the decentralization of management, strengthening the regulatory functions of market mechanisms and public regulation necessitate the development of new strategic measures to regulate the consumer market in globalization, which will ensure balanced, sustainable and safe development and expansion. a full-fledged socially oriented market environment, satisfying the population's demand for consumer goods at affordable prices and a guaranteed level of quality and safety of goods. To solve such problems, we have proposed strategic directions and organizational and economic mechanisms for their implementation. The mechanism for ensuring the implementation of strategic objectives includes: improving institutional support; identification of sources of funding for regulatory measures; formation of information support system; organization of scientific support; increasing the level of staffing in the field of consumer goods market regulation; ensuring interaction and organization of cooperation with public and non-governmental structures. Key words: mechanism, state regulation, consumer market, functions, methods.

ОБЕСПЕЧЕННОСТЬ СПЕЦИАЛИСТАМИ И КАДРАМИ СЕЛА РЕСПУБЛИКИ ТАТАРСТАН

Agriculture is one of the most important sectors of national policy, contributing to the formation of the market for consumer goods made from agricultural raw materials by more than 70% in the country. In the context of globalization, the problem of survival facing humanity is due to the aggravation of a number of global problems, including the problem of agricultural production. Human capital is a certain stock of health, knowledge, skills, abilities, motivations, formed as a result of investments and accumulated by a specific person, which are expediently used in a particular sphere of social reproduction, providing the village with specialists and personnel. The article examines the presence of economic problems in the village, security, level of professional education, age structure, labor resources, managers and specialists. The introduction of new training methods, IT technology, artificial intelligence, the development of new areas for the development of digital technology

DESTINATION IMAGE ANALYSIS AND ITS STRATEGIC IMPLICATIONS: A LITERATURE REVIEW FROM 1990 TO 2019

Purpose of the study: "Image" not only exists in the market of consumer goods as well as tourism but also is the criteria usually used by consumers to make decisions. However, little literature is concerned with a comprehensive analysis of its development trajectory, application domains, and strategic implications. This study aims at conducting an extensive review of DI's current literature to examine the key concept of consumer behaviors.
 Methodology: Based on Scopus, this paper surveys the development trajectory of destination image using a literature review with the solo keyword “destination image” from 1990 to 2019.
 Main findings: The findings indicate that the development of destination image begins in 1995 and the overall growth is steady and strong. There are three development waves, such as 2002-2007, 2008-2013, and 2015-2019. These 908 articles were scattered across 182 different journals. Besides, all these keywords related to counties/areas are mostly equipped with tourism competitiveness as well.
 Applications of this study: This study reveals five problem domains of destination image including environment and government, destinations, tourists, culture, and others, respectively. This would call the attention of the executives and authorities concerned with environmental sustainability, adaptability/responsiveness of strategies, destination competitiveness, capabilities development, resource allocation, and tourist behavior (e.g., decision-making and post-purchase intention).
 Originality/Value: Based on the nexus between “environment-destination-tourist”, this study proposed a strategic map of DI to future researchers and field workers of great interests to operationalize and conceptualize its coverage.

Acceptance of mobile loyalty cards in the German B2C consumer goods market

Abstract The consumer goods market is characterized by strong competition. Thus, to bind customers to the company, a higher priority needs to be attributed to customer retention measures. Such measures include the loyalty card, but the use of the physical card is declining. To counteract this decline, mobile loyalty cards were developed. The basis for the use of mobile loyalty cards is sufficient consumer acceptance. This work is expected to contribute to the explanation of acceptance in the form of usage behavior. Based on the Technology-Acceptance-Model-2 (TAM2) and the literature, hypotheses were derived and a research model was developed. For model testing, a dataset of 255 participants was generated through an online survey and analyzed using partial least squares structural equation modeling (PLS-SEM). The results show that in addition to financial benefits, convenience benefits and psychological factors also have an influence on acceptance. Furthermore, the usage behavior is not negatively influenced by the expected loss of control over personal data. Based on the findings, indications for marketing implementation are given for the confirmed factors.

Emotional Attachment and Laundry Detergent Consumers’ Loyalty in Nairobi City County, Kenya

In many markets, particularly in fast moving consumer goods market, brand relationships play a major role in the purchase and repurchase behaviour of consumers. However, empirical studies that focus on these brand relationships, and more so in developing countries such as in Kenya, are scarce even though such relationships often form a foundation for more comprehensive consumer-brand relationships. As a key dimension of brand relationship, emotional attachment has emerged as a salient construct in the study of brand relationship as it plays a key role in building consumer-brand relationships and consequently, loyalty. Therefore, to fill this gap, the key objective of the study was to ascertain the effect of emotional connection on loyalty among household consumers of laundry detergents in Nairobi City County, Kenya. This research was cross-sectional in nature and utilised explanatory research design. A sample of 400 household consumers was randomly selected and collection of primary data done using self-administered questionnaire. Regression was done in testing the research hypothesis using SPSS 25, and the results established that emotional attachment has a significant positive effect on loyalty of household consumers of laundry detergents in Nairobi City County, Kenya, thus the study concluded that emotional attachment has a positive significant effect on loyalty. The study findings will assist organisations in crafting brand marketing strategies for improving loyalty to their brands through the use of the emotional attachment construct.

ПОТРЕБИТЕЛЬСКИЕ ПРЕДПОЧТЕНИЯ, КАК ОСНОВА СОЗДАНИЯ БРЕНД-ПОЗИЦИИ ВИНОДЕЛЬЧЕСКОЙ ПРОДУКЦИИ

The relevance of the article lies in focusing on the positioning factors when creating an attractive wine brand for the target audience. In other words, the creation of a more advantageous brand position of a product and / or product line in comparison with competitors’ products based on research on consumer preferences, perceptions and cultural and behavioral characteristics. To achieve the goal of the article, the genesis of the terms was revealed — brand, branding and positioning; the concept of «brand position» was proposed for use in marketing of consumer goods, the needs for wine-making products at all levels of the pyramid of A. Maslou are considered; a marketing research of consumer preferences of the target audience was carried out. The study revealed that in the global competitive market for mass production, communications and distribution, the brand of a product becomes a powerful tool that creates additional value and stability for products and firms.

Economic Consequences and Impacts Due to the Outbreak of COVID-19 In Sri Lanka

A profound shock to our country has occurred with the undergoing situation of the COVID-19. Coronavirus or which is well known as COVID-19 is a communicable disease which was initially found in Wuhan, China in December 2019. At the present situation most of the countries have been stabilized and in the other hand few countries are corona free and majority are going on with the vaccine program to make each and every individual person to fight against this disease. This report is on how COVID-19 has affected Sri Lankan economy in our main sectors which is Micro, small and medium-scale enterprises, Sri Lankan stock market, Retail and consumer goods market, Travel and Tourism of Sri Lanka and Banking and Finance Sector. Even visiting schools and university boundaries have been restricted due to the great impact. Online method is the only way in which schools and university administrative staff relies on. The major issue that the people are facing is poverty into whom is mostly targeted is the people who earn money by doing day to day work. Gradually the country would face a gigantic disaster if this disease is not taken into control with safety and practical measures. One thinking of his or her safety cannot be taken into consideration since this is a communicable disease and will be great if all work together.