UDC 339.133.6
G. P. Shtapauk
TRANSFORMATION OF ACTIVITY OF
COMMERCIAL ENTERPRISES UNDER THE INFLUENCE OF SHIFTS IN SOCIAL AND ECONOMIC
STRUCTURE OF CONSUMER DEMAND
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.
Full article
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