CONSUMER PROFILE AS THE BASIS FOR MAKING MARKETING DECISIONS BY THE BAKERY INDUSTRY ENTERPRISE
Journal Title: Бізнес-навігатор - Year 2018, Vol 4, Issue 47
Abstract
The study is devoted to the theoretical and practical aspects of the marketing activity of the bakery industry enterprise in the direction of examining the characteristics of a consumer at the regional market aimed at making efficient marketing decisions. It has estimated the positions and the potential of the bakery industry enterprise, which is the leader at Kherson market. The study has characterized the profile of an end-consumer of bakery products at the regional market. The marketing research on customers’ tastes and preferences has been done and the factors influencing their choice in the process of buying have been determined. The study represents the proposals for the producer of bakery products concerning the complex of marketing measures, aimed at improving competitive positions at the market considering a consumer’s profile.
Authors and Affiliations
S. Yu. Bolila, T. V. Fedorova
Keywords
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- EP ID EP659917
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