Scholarly record

GOODS RANGE FORMATION FOR SPECIFIC TARGET AUDIENCE

Elvira Pyanikova, A. Kovaleva, M. Zaikina, O. Evdokimova, S. Mikhailova

Abstract

Formation of goods range represents one of the main directions of enterprise commercial work which carries out selection of certain goods and offers this range in the market. Principle of production formation is reflection of demand features in assortment for target audience. In this case specific target audience is consumers who have similar criteria in individual characteristics and preferences. Full assortment analysis includes the use of several known and universal methods. Company can develop recommendations for balanced range formation increasing economic stability of an enterprise applying them. Method based on accounting of daily product sales by quantity, sum and range structure is used in the article. This method is related to operational methods and applied to more profound studying. It is efficient to reflect dynamics of demand for assortment positions on days of the week according to this method. Target audience was specified in field conditions with the use of sociological methods, such as quizzes of existing and potential consumers, direct observation of consumersВ’ behavior in sales area. It was done in certain periods that allowed revealing who and when buys goods and by what buyers activity or passivity is caused. Conducted research studies show probability of purchases by certain contingent. Research studies help to receive numerical value on target audience on a specific type of goods and also to calculate necessary quantity of goods according to a certain list.

Publication Impact Profile

No metrics available.

PLUMX see details

DOI resolver: doi.org/10.5593/sgemsocial2018/1.5/S05.052

Publication details

Back to publication list