Shtapauk G.P. TRANSFORMATION OF ACTIVITY OF COMMERCIAL ENTERPRISES UNDER THE INFLUENCE OF SHIFTS IN SOCIAL AND ECONOMIC STRUCTURE O - Articles № 24 (ІI) / 2012 - Articles - Archive of the Journal

Background: Transformation of activity of commercial enterprises is performed with the intent of taking into account certain shifts occurring in social and economic structure of the consumer demand of the population. Aims and Objectives: Analysis of tendencies of commercial enterprises development and determining the influence of shifts in social and economic structure of the consumer demand on their activity. Methods: Statistical analysis, induction, classification. Results: In Ukraine there has been observed a tendency of concentrating trade in the centres of cities with simultaneous reduction of a zone of servicing. Mobility of a modern consumer demands certain transformation of formats of retail trade and shifts in the structure of assortment of the offered goods. Conclusion: Shifts in social and economic structure of the consumer demand put pressing questions of adaptation of decision-making methods concerning business activity realization in new conditions, improvement of the theoretical basis and methodological approaches which were developed in the previous periods.

Key words: a retail turnover, the commercial enterprise, financial and economic crisis, consumer demand structure, a format of trading object.

Information about the authors:

Shtapauk G. P. – Postgraduate of Marketing Department, Luhansk T. Shevchenko national University, Luhansk, Ukraine.

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