Сучасні тенденції розвитку ресторанного господарства України

Abstract

Розглянуто сучасний інструментарій трейд-маркетингу на ринку FMCG та його вплив на прийняття споживацького рішення про купівлю товарів. Проведено онлайн-опитування з метою виявлення ставлення споживачів до інструментів трейд-маркетингу. Розглянуто основні види BTL-заходів та оцінено кожен із них за допомогою результатів онлайн-опитування серед покупців товарів повсякденного споживання. Наведено діаграми, у яких відображено відсоткове співвідношення популярності інструментів трейд-маркетингу серед покупців.

In changing terms of a consumer market, large companies, reducing costs on direct advertising, several times increase trade-marketing budgets. Properly organized stimulation of the commercial intermediaries, own sales staff and end-consumer allows to increase the level of sales and distribution, helps to optimize inventory and increase commercial activity. Modern market of consumer goods (FMCG) is growing rapidly due to the introduction of commodity innovations, correct use of the tools of brand management and trade marketing. Analysis of different sources in marketing led to the conclusion about the ambiguity of the definition of trade marketing today. Therefore, in the present competitive environment on the FMCG market we have a relevant problem of choosing and applying the most effective trade-marketing tools, as the key element of influence on consumer purchase decisions are often the promotion activities at the point of sale. The article discusses modern types of trade-marketing instruments in FMCG market and their impact on consumer acceptance of the decision on the purchase of goods. An online survey for the identification of consumer attitudes to trade marketing tools is carried out. The main types of BTL-events are considered, and each of them is evaluated by means of the results of online survey among the purchasers of goods of daily consumption. Diagrams depicting the percentage of trade marketing tools popular among buyers are presented. The development and use of trade-marketing activities increases customers’ and retailers’ loyalty, and brand recognizability among the other brands. The obtained data can be used in the development of marketing strategies for goods in FMCG-market; which trade marketing tools have greatest impact on consumer decisions and make it possible to choose the most effective BTL-activities bringing maximum profit.