Issue №: 2 (52)
The journal deals with the issues of efficiency of functioning of the national economics and organizational forms of management of the national economy. Attention is paid to the problems of marketing, management and efficiency of production and economic activity of agrarian enterprises. The issues of public administration and administration, accounting and taxation, banking and insurance, forecasting and modeling of economic processes, foreign economic activity, commodity flows of economic entities and their infrastructure support.
FACTOR DETERMINANTS OF CONSUMER DEMAND MINERAL WATER
FAYVISHENKO Diana ‒ PhD in Economics, Аssociate Professor Department of Journalism and Advertising, Kyiv National University of Trade and Economics (fayvishenko.ds@gmail.com).
In a highly competitive business environment, research into the determinants of consumer choice is a key challenge in formulating a brand development and management strategy. It is the formation of the concept of strategic management that emphasizes the central role of factors in making major decisions, the synthesis of the concept of brand positioning and its value attributes, purposefully influences the consumer's conscience and determines his demand as a whole. The purpose. Analysis of factor determinants of consumer choice of brands in the mineral water market, justification of the decision-making process. Methods of the research is based on theoretical and methodological aspects of the analysis of factors of consumer demand and choice of brands in the market of mineral water, analytical data of market analysis and water consumption. The article emphasizes that consumption has always been an integral part of society's development, driven by the influence of social, cultural, economic and psychological processes. Both consumer’s choice issue and analysis of the main groups of factors that influence purchasing behavior when forming a brand management strategy in the mineral water market remain quite relevant and require a detailed analysis. Factor determinants of consumer demand of mineral water were revealed, the main factors that influence the consumer's choice were analyzed, his perception of the brand, was formed and also value aspects were emphasized, taking into account force majeure in managing the brand. It is concluded that the integrated demand factors, specific position, attributive and cognitive characteristics of the brand, a clearly constructed model of brand management, a complete presentation of the goals and tools to achieve them, corporate influence the consumer demand of mineral water, taking into account the purchasing power of the consumer audience, seasonality of the product responsibility of all staff. Prospects for further research are the development of consumer behavior models and its adaptation in the system of strategic brand management.
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About journal
051 Economics
071 Accounting and taxation
072 Finance, banking and insurance
073 Management
075 Marketing
076 Business, trade and exchange activities
241 Hotel, restaurant and catering
281 Public administration
The journal “Economy, finances, management: Topical issues of science and practice” is included in the "List of Scientific Professional Editions of Ukraine".
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It was founded in 1997 under the name "Bulletin of the Vinnytsia State Agricultural Institute". In 2010-2014 he was published under the title “Collection of scientific works of Vinnitsa National Agrarian University”.
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According to the decision of National Council of Television and Radio Broadcasting of Ukraine from 25.04.2024 No. 1337 the scientific journal «Economy, finances, management: topical issues of science and practical activity» has the ID of the Media R30-05171.
