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Scientific publications
| Name | METHODS OF MACROMARKETING RESEARCH OF THE MARKET |
| Author(s) | Konovalenko A.S., PhD, Ass. Prof. Dmytro Motornyi Tavria State Agrotechnological University |
| Annotation | The information basis for substantiation of the directions of implementation of the marketing mechanism should be complete, objective and reliable information about the subject, the object of management of the marketing mechanism, the activities of marketing entities in the market of food and food services. for school-age children and existing market development trends, which can be obtained during marketing research. The article considers methodical approaches to the analysis of macrofactors of the food market and services of food for school age children on the basis of the PECST-analysis application. This modification of PEST-analysis takes into account cultural and ethical factors, because marketing performs a cultural function in the process of consumer socialization of school-age children. The stages of analysis of political and legal, economic, cultural, ethical, socio-demographic and technological factors of the external environment on the basis of expert assessment are given. The criteria for selecting experts, the principles to be followed and the approaches to organizing the survey of experts are indicated. The application of the matrix “nature of influence-force of influence” for the expert assessment of the impact of macro-environmental factors on the market, as a form of evaluation by the method of semantic differential. The article presents a number of indicators, the calculation of which allows to obtain reliable information of the influence of factor`s groups. An algorithm for analyzing the results obtained during the research is presented. Emphasis is placed on the fact that the results obtained during the analysis of macro-market factors according to the above methodology, form an information basis for further evaluation of alternatives when deciding on the choice of marketing mechanism for child nutrition safety management. |
| Keywords | expert survey, marketing, marketing environment, marketing research, market, children’s nutrition. |
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