Marketing research of development of food retail networks in Ukraine

Authors

  • Марія Володимирівна Мірошник National Technical University “Kharkiv Polytechnic Institute”, Frunze str., 21, Kharkov, 61002, Ukraine https://orcid.org/0000-0003-0902-7587
  • Олена Миколаївна Кітченко National Technical University “Kharkiv Polytechnic Institute”, Frunze str., 21, Kharkov, 61002, Ukraine https://orcid.org/0000-0002-3868-5653
  • Світлана Олександрівна Васильцова National Technical University “Kharkiv Polytechnic Institute”, Frunze str., 21, Kharkov, 61002, Ukraine https://orcid.org/0000-0002-2988-452X

DOI:

https://doi.org/10.15587/2312-8372.2015.37948

Keywords:

trade, retail sector, retail chains, consumers

Abstract

This paper discusses the development of the retail network of retail sector in Ukraine. The main aim of the study is conducting the market research of retail chains in Ukraine by the example of retailers operating in the market in order to further define the background and dynamics of the retail market of Ukraine, as well as study the role of retailers in ensuring the increase of retail sector. The basis of the study was dialectical and systematic approaches; methods of forecasting and modeling to determine the main components which may have a significant impact on the level of intensity of competition among national food chains. The results of conducted research lead to the conclusion that the most important role in the growth of retail sector in Ukraine provide retailers. It is marked that the main components that affect the level of intensity of competition are: threat of new store formats, bargaining power of suppliers, threat of entry of new competitors and the market power of buyers. The obtained results can be used by marketing managers involved in research in the field of consumer markets, as well as in decision-making in the management of marketing retailers. These experiments allow to generalize the experience of the EU countries grocery chains for control the retail market, as well as specificate the factors of influencing on buyers and tools to attract customers to the shopping center.

Author Biographies

Марія Володимирівна Мірошник, National Technical University “Kharkiv Polytechnic Institute”, Frunze str., 21, Kharkov, 61002

Candidate of Economics, Associate Professor

Department of economy and marketing 

Олена Миколаївна Кітченко, National Technical University “Kharkiv Polytechnic Institute”, Frunze str., 21, Kharkov, 61002

Candidate of Economics, Associate Professor

Department of economy and marketing 

Світлана Олександрівна Васильцова, National Technical University “Kharkiv Polytechnic Institute”, Frunze str., 21, Kharkov, 61002

Candidate of Economics, Associate Professor

Department of economy and marketing 

References

  1. Assel', G. (1999). Marketing: printsipy i strategiia. M.: INFRA-M, 804.
  2. Ambler, T.; In: Kapturetskiy, Yu. N. (1999). Prakticheskii marketing. Translation from English. SPb: Piter, 400.
  3. Ansoff, I. (1989). Strategicheskoe upravlenie RTF. Translation from English. M.: Ekonomika, 358.
  4. Holoshubova, N. O. (2004). Orhanizatsiia torhivli. K.: Knyha, 560.
  5. Mazaraki, A. A., Psheslinskyi, D. M., Smolin, I. V. (2010). Torhovelne pidpryiemstvo: stratehiia, polityka, konkurentospromozhnist. K.: KNTEU, 171-196.
  6. Bai, S. I., Zhukovska, V. M. (2009). Rozvytok pidpryiemstv torhivli: innovatsiini priorytety ta sotsialna spriamovanist. Visnyk Poltavskoho universytetu spozhyvchoi kooperatsii Ukrainy, № 6, 125-131.
  7. Mazuryk, V. V. Sohodennia i maibutnie rozdribnoi torhivli v Ukraini. Available: http://www.intkonf.org/mazurik-vv-sogodennya-ta-maybutne-elektronnoyitorgivli-v-ukrayini/
  8. Zhukovska, V., Raksha, N. (2010). Priority trends of trading networks competitive advantage formation. Economy and enterprises of European countries in overcoming the consequences of the crisis: VII International scientific symposium, 2010, June 24-25. KNTEU, 355.
  9. Pikush, T. A. Kryterii ta pokaznyky otsinky rozvytku torhovelnoi merezhi. WEB-resurs nauchno-praktycheskykh konferentsyi. Available: http://www.confcontact.com/Okt/11_Pikus.php
  10. Oborot roznichnoi torgovli vyros pochti na 10 %. (16.10.2013). Gazeta «Biznes». Available: http://www.business.ua/articles/companies/%20Oborot_roznichnoy_torgovli_vyros_pochti_na_-58562/
  11. Marchenko, O. (2003). Rozdribna torhova merezha velykykh mist: stan i osnovni tendentsii rozvytku. Ekonomika, № 4, 145-147.
  12. Ohliad rozdribnoi torhivli. (10.10.2008). Available: http://www.ukrstat.gov.ua/express/expr2008/0408/87.doc
  13. Potrebitel'skii rynok. Gosudarstvennaia sluzhba statistiki Ukrainy. Available: http://ukrstat.gov.ua/
  14. Miller, M. (2012). B2B Digital Marketing: Using the Web to Market Directly to Businesses. U.S.: Que Publishing, 268.

Downloads

Published

2015-01-29

How to Cite

Мірошник, М. В., Кітченко, О. М., & Васильцова, С. О. (2015). Marketing research of development of food retail networks in Ukraine. Technology Audit and Production Reserves, 1(5(21), 94–98. https://doi.org/10.15587/2312-8372.2015.37948

Issue

Vol. 1 No. 5(21) (2015): Economics and management of enterprise. Development of the productive forces and regional economy

Section

Development of Productive Forces and Regional Economy: Original Research

License

Copyright (c) 2016 Марія Володимирівна Мірошник, Олена Миколаївна Кітченко, Світлана Олександрівна Васильцова

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

The consolidation and conditions for the transfer of copyright (identification of authorship) is carried out in the License Agreement. In particular, the authors reserve the right to the authorship of their manuscript and transfer the first publication of this work to the journal under the terms of the Creative Commons CC BY license. At the same time, they have the right to conclude on their own additional agreements concerning the non-exclusive distribution of the work in the form in which it was published by this journal, but provided that the link to the first publication of the article in this journal is preserved.