Abstract

The article describes a marketing research that was conducted in the city of Dnipro. The purpose of the study is to identify possible risks when opening a bookstore, as well as find out the consumer demand for paper books and determine the preferences of potential buyers. To date, paper books have been superseded by electronic ones. This is evidenced by the growing demand for e-books (gadgets). The ability to get a book for free or for less money also stimulates the outflow of buyers from bookstores in the city. There is a decline in sales volumes of paper books. This does not mean reducing the interests of readers to books. The economic situation in the country leads to the need for consumers to save. Including the purchase of books. The younger generation is more inclined to online reading. However, older people prefer to read paper books and buy newspapers and magazines in kiosks. It gives them emotional and aesthetic pleasure. For this they are ready to pay, but not big money. Which leads to a very balanced price policy of publishers of literature. The survey was attended by respondents aged 17 and over. This study was conducted in the form of a questionnaire. In the process of marketing research an analysis of the macro and micro-marketing of a potential bookstore was conducted. Macroeconomic analysis included the assessment of six factors: economic, political, demographic, scientific and technical, natural and socio-cultural. The micro marketing environment included analysis of consumers, suppliers, intermediaries and competitors. The article shows the development of search questions and hypotheses, provided the results of research, during which it was discovered, what factors are guided by consumers, choosing books. The choice of the method for collecting information was a result of the features of the problem under study, the nature of the object, the tasks set. To analyze the information, the method of analysis of personal data was used.

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